Kunal Shah’s recent comments on reels and short-video consumption in India are going viral.
He raised concerns about how people are spending their most valuable asset, time, and argued that excessive consumption of reels is affecting both health and wealth.
According to him, India’s average internet consumption stands at around 35 GB per person per month, among the highest in the world.
Using this data point, he argued that a large portion of internet usage is being driven by reels and short-form content, leading people to spend massive amounts of time on non-productive activities.
While many agreed with his larger point about digital addiction and acknowledged that excessive short-video consumption has become a growing concern, another part of his comments triggered criticism.
While explaining India’s extreme data usage patterns, Kunal Shah made remarks suggesting that words like vocabulary, efficiency, and productivity do not align well with India’s current habits. That comment did not go down well with many people.
The most valuable wealth you have isn’t money.
It’s time.35GB of data per person/month is the average internet consumption in India, this is the highest in the world. Still many of them waste time watching reels.
We all get the same 24 hours. What we do with it is the real… pic.twitter.com/5NGUzgmhBj
— Kirubakaran Rajendran (@kirubaakaran) June 25, 2026
Folks on social media accused him of generalizing and shaming Indians. Many felt that although he raised a valid issue that most people already recognize, he weakened his own argument by making unnecessary remarks that came across as insulting rather than constructive.
The larger discussion around screen addiction may be valid, but the way the message was delivered ended up becoming controversial.
