The Great Indian Brain Rot : Love, Lies and Algorithms in Digital India

by Anurag Minus Verma

Welcome to the Indian internet – where meme templates turn into national anthems, influencers become demigods and dating apps curate our lives. In The Great Indian Brain Rot, Anurag Minus Verma fearlessly dives into the chaotic pits of the country’s digital life, where every second Indian is chasing fame for fame’s sake, serving up a satirical feast of essays that are as sharp as they are funny.

Anurag unpacks the bizarre world of ‘cringe’ creators and the raw economics of virality. He writes of the relentless influencer hustle and the unsettling rise of fake followers, and mines through the toxic digital kurukshetra of online hate and the bewildering quest of young millennial Indians for love via screens in the age of cheap 5G data.

Determinedly exploring our profound loneliness despite being hyper-connected and exposing the caste and class politics behind our collective online ‘brain rot’, Anurag taps into a nation in churn.

Through incisive commentary, personal anecdotes and a distinctly Indian wit, these essays challenge readers to question the true cost of ‘free’ social media, the dodgy trail of propaganda and the silent battles fought by those striving for authenticity amidst the
relentless digital cacophony.

This collection is a necessary, thought-provoking and laugh-out-loud funny guide for anyone
grappling with the glorious, infuriating and often nonsensical reality of India’s online existence.

Genres: Nonfiction, India

224 pages, Paperback

Published November 18, 2025

About the author

Anurag Minus Verma is a writer and filmmaker based in Mumbai.

He is the author of Amazon bestseller: Love in the time of Pokemon. After completion of his Masters in Arts and Aesthetics from Jawaharlal Nehru University (JNU, Delhi), he went to pursue a course in filmmaking from Film and Television Institute of India (FTII, Pune).

He writes freelance political columns for many mainstream publications such as The Wire, The Print, Newslaundry, Times of India (‌blog).

He is currently working in the Mumbai film industry.

Reviews

[Niharika (severely inactive) · Rating 3 out of 5]

Starting 2026 strong with self discovery stuff.

[Udhriti · Rating 3 out of 5]

This is a perfect example of wasted potential. A few chapters (3,4,7) in this book are genuinely brilliant. However the rest of the book lacks nuance. The book tries to be too much while giving very little. It tries to be funny, philosophical and critical at the same time all in the span of 183 pages. Maybe if topics were explored with a little bit more nuance and through a much more analytical lens rather than a "believe-me-because-i-have-been-on-the-internet"" way. The author speaks of algorithms and Jio's control on disseminating the internet to the country. But he looks over how Jio has partnerships of most mobile apps literally having control of what we see, how we see, and what is allowed to be seen. It is much more deep than just Brainrot and I hope Anurag delved a little bit deeper than this.

[Damini · Rating 3 out of 5]

This was witty at times, but the insights were definitely not new. Maybe a good starter for someone living under a rock.

[Sukriti · Rating 3 out of 5]

i appreciate the honesty with which anurag writes - straight off the bat he admits this book isn't a collection of answers to the absurdity of the digital world but more an account of this period. there are enough examples in the book that confirm that our present-day digital world is quite unique, dynamic, highly susceptible to change and mood shifts that can even occur overnight, and also increasingly worrisome (some of the examples reminded me of black mirror episodes). but generally, he has some incisive insights about the internet, the most recent one i read (can't remember if it's in the book) is that we have entered a phase where we are outsourcing our memories to digital assistants (a la spotify wrapped, google photos memory videos, etc.). tldr: the book offered me a chance to engage with this brain rot phenomena - which is at least a few steps away from doomscrolling so thanks i guess!!!

[Animesh Narayan · Rating 5 out of 5]

Iss ravivaar ko AMV ki kitab khatm krne ka saubhagya prapt hua

[Archana · Rating 5 out of 5]

Sharp commentary on India's internet culture and various subcultures

[Akhilesh Sharma · Rating 3 out of 5]

An enthralling read, funny at times, profound, yet an interesting way to look at the internet and the brain rot phenomena in the post-Covid India.
Although, I did feel the last few chapters were rushed and missing the nuance, and the book ended quite abruptly, and left me with a feeling of wanting more (much like the reels it often talked about).
Still, I would recommend it, offering an insight to our online, and online-trend-based offline India.

[Shine Mathew · Rating 3 out of 5]

This book absolutely understands my Insta algorithm. Turns out that I and Anurag devour the exact same blend of brainrot and desi absurdism. The chapter dedicated to Puneet Superstar spoke to me because, just like the author I too spent the entire lockdown obsessing over Puneet's insane account.

While the book may not be the most insightful study of the brainrot phenomenon in India, it certainly tries to explore the reasons for the sudden growth and equally rapid decline of various digital creators. There is an empathy shown towards these creators who otherwise are usually banished from the mainstream with the ignominious badge of "cringe creators".

I must warn you that people who aren't aware of the accounts being written about already, might not find much to be interested in.

[Satvik Tandon · Rating 3 out of 5]

The book is at it best when it's social commentary and its weakest when it delves into nostalgia.

Great one time read.

[Rituraj · Rating 3 out of 5]

I’ve been a long-time follower of Anurag’s work. His podcast and articles have often stood out for their clarity and sharp cultural observations, so I went into his debut book with high expectations. Unfortunately, it didn’t quite live up to them.

Much of what the book covers feels overly familiar. The memes, internet cringe, digital pile-ons, fake followers, self-help gurus, and the rise of edtech are all things anyone who spends time online already knows. I kept wishing the book would slow down and go deeper, offering more nuance and sharper analysis instead of moving quickly from one example to another.

That said, it is a breezy and accessible read. For someone going through a reading slump or looking for something light in the non-fiction space, it works well and never feels demanding.

The book also made me think about a larger trend in publishing. Opportunities increasingly seem to be driven by digital presence and follower counts. While Anurag is clearly more well-read and articulate than most internet influencers, the book still feels like a missed opportunity. The ideas are interesting, but the writing could have been pushed further with greater depth and rigor.

Overall, a readable debut that had the potential to be far more insightful.

[Laxmi · Rating 2 out of 5]

Started off promising and Anurag is well versed with Indian internet culture but I just couldn't shake the feeling that large parts of the book were written using AI. That, and some of the stories made me feel like I'd rather not know about them. Expected much more from this book

[Shreya Vaidhya · Rating 5 out of 5]

Anurag Minus Verma’s work is not everyone’s cup of tea, and that is exactly why it matters. He does not take easy ideological positions or follow a safe, predictable path. To understand his writing, one has to read between the lines and accept that he often moves in directions where few writers are willing to go.

There is a line of thought associated with Hannah Arendt that thinking begins when ready-made answers fail. This book operates in that space. It refuses comfort. It does not rush to conclusions. It stays with contradictions.

What stands out is how he writes about figures like Puneet Superstar, Deepak Kalal, and other so-called cringe creators. He does not look at them with moral panic or cultural shame. He treats them as signs of the time, using storytelling rather than judgment. In doing so, he follows something closer to what Susan Sontag argued, that interpretation should not flatten experience, but allow us to see what is actually there.

His writing on caste also avoids the usual script. Instead of staying limited to the Dalit and Savarna binary, he opens up a wider frame by engaging with OBC identity and the idea of Kshatriyahood. It feels closer to a sociological curiosity than a political posture. One is reminded of Ambedkar’s insistence that caste is not just a hierarchy, but a system that shapes desire, pride, and social imagination.

The book is full of sharp observations, but it never explains itself too much. Anurag does not spoon-feed the reader. He assumes intelligence, patience, and a willingness to think. This is the same ethic he brings to his podcasts. The audience is not treated as a crowd to be managed, but as minds to be trusted. That trust lingers long after the book is finished.

[Vaibhava Bhatnagar · Rating 4 out of 5]

I have been listening to Anurag's podcast since the pandemic. I'm not sure who lead me to discover him but I'm thankful to whoever it was. His podcasts have been a learning curve for me. Have helped me understand Indian society and it's injustices and where and how they stem from. His work sheds lights on the darkest corners and does it in a profoundly academic yet humane way.

Which brings me to his book. There are echoes of what he has discussed in his podcast. And rightly so. It's a 'kunji' to understand the Indian internet ecosystem and what makes it tick. It's highly descriptive and highly entertaining, in his own way, which you'd recognise if you've been a listener of his podcast.

I'm glad people like him are still able to carry on their work without selling out. And that's why this book is important. Happy reading :)

Best of luck Anurag :)

[Anushka · Rating 3 out of 5]

3.5/5

This is a sharp, darkly hilarious take at the absurdities of contemporary India in the age of the internet. Anurag Minus Verma has an instinctive eye for all that is ridiculous and unsettling, and quite often, poignant. He writes eloquently and does an excellent job documenting how digital culture has warped public discourse and everyday life.

That said, the book did feel a bit abrupt toward the end. Also, as someone who is not active on popular social media platforms, a fair number of references flew over my head, but kept me fascinated throughout.

[Ankit Bhargava · Rating 5 out of 5]

This book does not follow a straight line. Anurag Minus Verma avoids fixed positions and easy conclusions. He writes in a way that keeps the reader alert, often forcing you to slow down and think about what is being said and what is being left unsaid.

The strength of the book lies in its refusal to judge too quickly. Cultural figures, online behaviour, and public performances are treated as signals of a larger mood rather than problems to be solved. The tone is calm, curious, and observational. It feels less like commentary and more like watching society from a slight distance. AMV is a genius!

[Varun Sadasivan · Rating 4 out of 5]

As an avid internet user who has seen the evolution of internet in India from the late 2000's cyber cafe era to the current post jio era, the book is walk down the memory lane. The post jio explosion of content has been curated expertly by Anurag and was a fun read. Reading this book has made me realised the internet history is hardly documented in India, its an explored area and waiting to documented. Looking forward to more such works from Anurag Minus Verma !!

[Prerna Vijayeni · Rating 4 out of 5]

We have all mused about the internet and the daily dose of cringe it throws our way, but Anurag Minus Verma scratches beneath the surface to unravel problematic patterns that trap India. The late-night doomscrolling, the insatiable hunger for the viral absurdity, parents believing anything and everything that goes around on WhatsApp... all of it finds space in this book, garnished with a pinch of dry humour and thought-provoking sensitivity. It's a good book to start the year with.

[Formed · Rating 4 out of 5]

Great fun, much like his youtube short videos. Extremely online, in a different, and more sophisticated way than us, talks about Gujjar instagram, Rajput Shorts, Jaat Reels, Dalit Diss-tracks, Nalle-berojgars. North Indian coded, but a much needed document of online ephemera, always at the edges of our screens.

[Arshdeep · Rating 4 out of 5]

It's biggest strength is finding a vocabulary to capture the disparate phenomena shaped on and through the post-Jio, COVID-shaped internet. It might have also set into motion the chronicling of the 2020s. An important work.

[Abhiraaj Chaudhary · Rating 5 out of 5]

one of the finest books I have ever came across
it's engaging and gets a fresh perspective about internet culture and the way anurag connects absurdity to rustic part of India with such good prose is highly commendable

[Kamal K · Rating 3 out of 5]

वही ज्ञान है जो आप कुछ जानते हो कुछ भूल जाते बस लेखक ने संजो के परोस दिया है , अनुराग से कुछ संवाद होता है पर मुझे आस थी कि कोई विचित्र बात घर कर जाएगी वो हुआ नहीं , दोष मेरा भी हालात क्योंकि दिमाग ही है इस वक्त सब जल्दबाजी है , पर दाद इस बात की है के अनुराग आपने ऐसा कुछ कहा जो सब बयान नहीं करते

[Swagatika Sarangi · Rating 4 out of 5]

Enjoyed!

[Kanishk · Rating 4 out of 5]

This book is an album about the manic ecosystem of desi online spaces - although an album of essays, not photos. I think the word "album" suits here better than "encyclopedia" because no book about the aforementioned topic can be considered encyclopedic. And yet, I cannot think of a single stone that has been left unturned in these nine, very charming essays concerned with the spectacle of mass psychology that social media has platformed. I cannot pick a single one among them as being my favourite either, although I do admit that the ones with case studies have an edge over the ones that don't. As someone whose coming-of-age has been marked by quite a lot of time being spent online, I look forward to re-reading this book in the future for the sweet sake of nostalgia (although only the slightly-distant future, because being in my early twenties, I'm still too young for nostalgia).

In case you happen to be, like me, a follower of the writer's Substack account and want a comparison of the quality of the essays in this book with those on his Substack, I found these essays as engaging as the best of his Substack writings. In case you don't, check out The Slow Disappearance of Smoking and Drinking Culture and Homebound and quite act of crying in the theatre on Substack.

You will especially like to read this if you cannot think of there being a book in the world that mentions Jean Baudrillard and Puneet Superstar both.