New Delhi, Oct. 29 -- That solitary click on add to cart after watching an Insta reel isn't a coincidence; it's by design. Instagram's short-form video machine has turned entertainment into a shopping mall, and youngsters are footing the bill - one impulsive purchase at a time.

Reels feel harmless, but they are not. You open Instagram on your phone to smile at a dog video, check a travel clip, maybe steal a quick recipe. But hidden in between are shoppable posts: products in perfect lighting, hyped by influencers who look and sound just like you. One second you're entertained, the next you're spending Rs.999 on a skincare trend or a kitchen gadget you didn't even know existed.

Here's the thing: your savings plan doesn't stand a chance w...