Sunday, June 29, 2025

Stories from Hospital — 01

My mother was admitted to an Intensive Care Unit (ICU) of a hospital recently. For me, this isn't a new experience. Since 2020, this is probably my sixth time attending a patient in a hospital, with my mother herself having been hospitalised thrice since December 2023. 

Of course, not every moment of a hospital stay is groundbreaking or universally relatable. In this post, I'll be sharing selected stories focusing on those that I hope will resonate beyond my personal circumstances. Hope the stories will capture a broader human truth offer a unique perspective. 

Water and Dal

Across India, state-issued health insurance policies aim to make healthcare accessible, but the reality on the ground often tells a different story. Issues like hospitals refusing to accept the insurance or facing frustratingly delayed payment approvals are common.

This story begins when a patient's family, after much searching, finally found a hospital in their town that accepted the state's health insurance. Relief quickly turned to dismay, however, as they uncovered another significant problem: the quality of food provided to insured patients was abysmal. Often, it was so poor that patients simply couldn't eat it.

This experience sparked the idea for this story, a narrative that might be exaggerated for effect but certainly stems from a place of genuine frustration.

So, here's the scene: In the general ward of a hospital, lunch and dinner were served. The meals were consistently simple: rice or roti, dal, and water, for the most part. The hospital administration, in a gesture that was either thoughtful or telling, had actually labeled the bowls "Dal" and "Water." Perhaps this was to help patients to differentiate which one was "Dal" and which one "Water".

You may have a look at the cartoon image below with the caption.

Elderly woman lying on hospital bed, sick. Meal is served with three bowls, the bowls have labels Rice, Water, Dal
Hospital mealtime!
Patients received rice, dal, and water.
Thankfully, the hospital authority kindly labeled the bowls,
this is "Dal" and this is "Water".
Image creation: Google Gemini

Five Minutes? Or, How Many Seconds Do 5 Minutes Really Have?

Please think a simple math problem like "How many seconds are in five minutes?" would have a straightforward answer: 300. But, this arithmetic can be a highly subjective art form.

So, a person was quizzed with that very question"How many seconds do 5 minutes have?"

They confidently replied "500 seconds!"

"Try again," they were prompted.

Undaunted, they offered, "2,000 seconds!"

By the third attempt, a sigh of exasperation likely hung in the air. "600 seconds!" came the final, baffling answer.

When pressed on these rather peculiar calculations, the individual, with a polite shrug that probably contained multitudes of weary experience, explained, "Oh, we work at a hospital desk. For us, when we say 'five minutes,' it could honestly be any of those numbers."

This little anecdote might be steeped in satire, but it’s certainly simmering with a hearty dose of frustration. It possibly captures the time distortion you encounter in hospitals and other service sectors like public sector banks. You know the drill: you're told to "go outside and wait for five minutes," and suddenly, that five minutes can stretch, warp, and transform into any number of seconds.

Here you may see a visual 

Middle aged man seems puzzled, standing in a front of a round clock
At public hospitals, or other service sectors, 
5 minutes do not necessarily mean 300 seconds.
It can be 500 seconds, it can be 1,000 seconds,
and it can be anything.
Image creation: Google Gemini

You might share your experiences in the comment section below. However, please avoid very specific details like individuals' names, if possible,

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Corporate Health Insurance, Possible Hazards and Checklist

Corporate health insurance is a valuable benefit offered by companies, organizations, and institutions to their employees. Over the last few years I have personally navigated the complexities of corporate health insurance and also spoke with others about their experiences, I've gained insights into common hazards, pitfalls and areas for improvement.

Even if your current corporate health insurance seems to be running smoothly, I urge employers, employees, and senior staff to review the following points. Addressing these proactively can significantly enhance the value and effectiveness of your plan, ensuring a better experience for everyone.

Here are the key areas I recommend you examine if you currently provide or are considering providing corporate health insurance to your employees:

Ownership and Transfer of Ownership

One often-overlooked aspect of corporate health insurance is who actually owns the policy. In many corporate setups, the organisation (the office), not the individual employee, is the insurance policy owner. You might find the company's name and address on your insurance documents as the primary contact.

This ownership typically doesn't cause issues while you're employed. However, problems might arise when you leave your job. When you leave your job, transferring that ownership to you as an individual or to your new employer can become incredibly complicated, often due to a lack of established procedures. I've personally witnessed situations where transferring ownership was impossible because no such process existed. This often requires written confirmation from the HR head, and without a predefined process, it can become a significant hurdle. I have personally lost my own health insurance because even after a lot of attempt from my side, no one helped to transfer the insurance, neither the office, nor the insurance company.

Admins and Finance Persons are not the Best Insurance Managers

While office administrators and finance managers are often efficient in general administration or audit work, they may not be the best people to handle all insurance-related tasks within your office. One must have specific expertise and experience of managing insurance processes, such as claim submissions and responding to post-claim queries

A person without sufficient prior experience in dealing with insurance processes might inadvertently cause major errors and delays. This may lead to frustration for employees trying to access their benefits. It's crucial to ensure that the individuals responsible for insurance matters have a deep understanding of the intricacies involved.

By entrusting insurance management to someone with experience of handling claims and navigating insurer communication, a smoother, more effective experience for your employees can be ensured.

Pre-Existing Diseases Declaration

This is absolutely crucial to declare all pre-existing medical conditions for yourself and anyone else covered under the policy.

Failing to properly disclose these conditions during the application process can lead to significant problems, especially when you make a claim during hospitalisation. Insurers can deny coverage for undisclosed conditions, leaving you responsible for hefty medical bills. 

At your office, they may declare "no pre–existing disease" even without asking you. This might come back as a boomerang. Please be vigilant.

Your corporate insurance might turn into a nightmare.
Employers and employees need to be vigilant.

Co-pay, Waiting Period, Terms and Conditions

It's possible your office administrator, perhaps due to inexperience, simply collected your basic documents like a passport-size photo and ID, processed your corporate insurance. They did many insurance policy inception in the similar way and considered it an achievement. 

I strongly suggest you to thoroughly review your insurance application form and the entire policy document. Don't just skim it; dig into the specifics. Here are a few critical elements you should pay close attention to:

Co-pay Clauses

Check for any co-pay or expense-sharing clauses. This is a common feature where you're responsible for a percentage of the total bill, even after the insurer approves the claim. For instance, policies, especially for individuals over 60, often include a 30% co-pay. This means if your hospital bill is, say, ₹100,000, the insurance company might only cover up to ₹70,000 (before other deductions). Understanding this clause is vital for anticipating your out-of-pocket expenses.

Waiting Periods

Don't assume your coverage begins immediately for all conditions. Most insurance policies have waiting periods for certain diseases and procedures. This means you won't be reimbursed for claims related to these conditions until a specific time frame has passed since your policy began.

  1. For many critical diseases, there's typically a 2-year waiting period.
  2. Procedures like knee-replacement surgery often have a 3 to 4-year waiting period.
  3. Psychiatric treatment can have a waiting period of 4 to 5 years.

Until you fully understand these waiting periods, please don't consider yourself financially secure for hospitalisation due to these specific conditions. Your insurance document or website will contain a complete list of waiting periods for various diseases.

Ineffectiveness of Small Sum Assured

While a corporate health insurance policy of ₹200,000 or ₹300,000 might seem like a decent benefit, it can be surprisingly ineffective when faced with actual medical expenses. Let's break down why.

The Impact of Capped Room Charges

Most insurance policies have a clause that limits the maximum daily room charge to 1% of the total sum assured. So, if your total coverage is ₹300,000, the maximum you can claim for your daily hospital bed is ₹3,000.

Consider this: In a metropolitan or cosmopolitan city, general hospital bed charges often start from ₹3,000 or ₹4,000 per day. An Intensive Care Unit (ICU) can easily cost between ₹6,000 and ₹12,000 or more daily. If you're admitted to an ICU with a daily bed bill of ₹8,000, and your policy only covers ₹3,000, you'll be paying ₹5,000 out of your own pocket every single day, just for the bed.

The Proportionate Deduction Clause

Here's an even more significant catch: The bed charge is often considered the "central expense." This means that all other hospital expenses will be deducted in the same proportion as your bed charge limitation. For example, if your policy only covers 37.5% of the actual bed cost (₹3,000 out of ₹8,000), then only 37.5% of your doctor's fees, medicine costs, and other charges will be covered, even if those specific expenses are within your overall sum assured. This "proportionate deduction" clause can make your final hospital bill shockingly high, even for a seemingly modest amount.

In essence, a ₹200,000 or ₹300,000 insurance policy in today's healthcare landscape covers only a small fraction of typical hospitalization expenses.

Equality vs. Utility in Policy Allocation

Often, companies choose to provide a ₹200,000 sum assured to ten staff members instead of a ₹1,000,000 policy to two. While this approach might be intended to maintain equality among employees, in practical terms, these lower sum assured policies offer very little real utility when a significant medical event occurs.

Insurance Usage Audit

For employers, I strongly recommend conducting a regular insurance usage audit. Since your organisation is typically the insurance owner, you have direct access to valuable data from your insurance provider. Analyzing this data can provide critical insights into the effectiveness and value of your corporate health insurance plan.

Here are key metrics you should review:

  1. Claim Volume: How many claims were filed within a financial year?
  2. Claim Success Rate: What percentage of submitted claims were successfully processed and reimbursed? This indicates how smoothly the claims process works for your employees.
  3. Post-Employment Continuity: For employees who left your organization, how many continued their insurance policy for at least one premium payment? This sheds light on the perceived value of the policy.
You don't need to invade individual privacy to do this. Focusing on aggregated, larger datasets will provide the necessary insights to understand if your corporate insurance is truly serving its purpose and benefiting your employees effectively. This data-driven approach helps you optimise your employee benefits and ensure they deliver real value.

Just as social and welfare schemes track only the funds disbursed without often studying the actual outcomes, many companies make a similar oversight with employee benefits like insurance. It's not enough to simply offer a policy; you must also study its actual usage and results.

Institutions with Limited Budget or FCRA Organisations with Admin Expense Limitation

Institutions operating with limited budgets, or FCRA (Foreign Contribution (Regulation) Act) organizations facing administrative expense limitations, often find providing comprehensive health insurance a challenge. Here are some suggestions to optimize your employee health insurance program when funds are tight:

Eliminate Duplicate Coverage

It's common for employees and their families to have existing health insurance coverage from other sources, such as through a spouse's government or corporate employment. When budget is a concern, eliminating duplicate insurance can free up significant funds.

Ideally, your initial insurance list shouldn't include individuals who are already adequately covered. However, in practice, I've observed that even those with existing coverage often choose to take the corporate insurance as well. Review your organization's current policy and practice regarding duplicate coverage to see how you can best manage this.

Lower-Paid Staff are Insured First

I strongly advocate for a policy where the lowest-paid staff members are insured first. This means office support staff, junior associates, and other less compensated employees would be prioritized for coverage, with higher-paid staff like Executive Directors and Chief Officers being added later or if budget allows. This approach ensures that those who might face the most significant financial hardship due to medical emergencies are protected first.

Implement an "Opt-Out" Option

Provide an "opt-out" option for employees. If a staff member believes they don't need the corporate health insurance because they're already well-covered or can take care of their hospital bills, they should have the choice to decline the benefit. This not only respects individual choice but also allows you to reallocate funds to cover other employees or enhance existing benefits for those who genuinely need it.

Tuesday, June 24, 2025

The Painting Exhibition Story

I thought of this story several years ago, and it remains one of my favorites. Often, while contemplating a topic or sometimes during one-on-one conversations, I used stories to illustrate a point or support an argument. Until now, most of these stories remained undocumented. Perhaps I was more interested in sharing my creations individually than with the wider world. However this approach hasn't been working. 

Anyway, I hope you enjoy this one.

The Painting Exhibition

The town of Bichitrapur, located somewhere in India, was abuzz with an unusual announcement. A special painting exhibition was set to take place at the town's Central Hall for a fortnight. For a small town, where movie theaters and a shopping mall were the usual draws, an art exhibition was truly a rare event.

The organisers started promoting the exhibition throughout Bichitrapur. There were mixed reactions, some townsfolk were genuinely interested, others remained indifferent to the arts, and a few were a little skeptical. Regardless, everyone knew something unique was happening.

As the exhibition opened, visitors trickled in. The first couple of days saw modest attendance, but by the third day, the Central Hall began to fill with more and more curious footsteps.

Among those who decided to visit was a group of five or six young women. On a pleasant afternoon, they made their way to the Central Hall.

Inside, the exhibition space was beautifully lit and decorated. Various paintings were displayed across two or three distinct galleries within the hall. Having already purchased their entry tickets, the women began to explore.

They wandered through galleries filled with numerous portraits: kings, queens, soldiers, and monarchs. As they moved from one painting to the next, they suddenly paused in front of a particular frame.
Princess, dressed in Indian Rajput attire, oil painting
Image creation: Google Gemini

"Hey, look at this portrait!" one woman exclaimed, drawing her friends' attention. "What a lovely portrait of a princess!"

One of her friends stepped closer, peered at the frame, and then retorted, "How can you call this a good portrait? Look at the princess. Her face is so dull, there's no life in her expression."

Another woman chimed in, "Actually, her face looks very angry and depressed. Look at her eyes, it is painted really ugly."

The fourth woman in the group softly disagreed, "But I find this portrait quite beautiful. I don't see any dullness or anger. Her face looks delightful and full of life."

. . . It took them a moment to realise that the particular frame they were so intently examining was not a painting at all. It was, in fact, a mirror. They had been looking at, and commenting on, their own reflections.
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The Andhra Meal Story

I thought of this Andhra Meal story a few years ago. So far, I didn't publish the story. I stayed in Bangalore for a few years, and have visited a few cities and towns in South India. I personally like Andhra Meal very much. 

Before we go to the story, possibly it would be helpful to briefly define what an Andhra Meal is. You may skip the introduction and jump to the main story directly.

Andhra Meal

Andhra Meal is a South Indian food platter, mostly vegetarian, that includes rice as a staple, a variety of curries, dal (pappu in Telugu), sambar, rasam, buttermilk, and spices (such as kandhi podi/gun powder). The name "Andhra Meal" comes from Andhra Pradesh; however, Andhra Meal is quite popular in all the states in South India. This is a complete meal (thali) that completely fills one's stomach and is generally consumed as lunch or dinner.

Andhra Meal includes rice and various curries
Image source: Wikimedia Commons

The Andhra Meal Story

This was an early winter afternoon when a group of friends (or office colleagues) in Bengaluru (Bangalore) decided to have lunch at an Andhra restaurant. They each ordered an Andhra Meal, and as soon as the food arrived, everyone started to eat.

One if them started with rice and dal. Another paused briefly before pouring sambar over their rice. Someone asked for extra rasam, while another completely skipped that dish. One person took an extra portion of Kandhi podi, a spice mix, yet another friend declared they don't use it with their meal.

This brings up a question: were all of them truly having an "Andhra Meal"?

Yes! Despite their individual preferences, habits or methodology, every single one of them was indeed having an Andhra Meal. When food is served to a group, people will naturally customise it. Some might skip the rasam, others might ask for extra papad, but it remains, at its core, an Andhra Meal.

Thoughts

This "Andhra Meal" scenario happens frequently in groups, teams, and even societies. It's common to think that if others aren't doing something exactly as we would, then they must be incorrect. But that might not be true.

Consider any work, task, or project. Just because someone chooses a different process or pattern than the one we'd follow, we often quickly to dismiss and discredit their approach. Or they do the same for our approach.

Yet, as long as the overall structure or goal remains sound, individuals will naturally find their own methods. This could be called the "Andhra Meal Way."

Andhra Meal, with rice, sambar, rasam, vegetarian dishes
Andhra Meal served in a restaurant in Domlur, Bangalore.
If we serve the Andhra Meal to a group of people, everyone will have it in their own way.
Image source: Wikimedia Commons

Caveat lector

This caveat lector is crucial. In "The Andhra Meal Story," we are assuming good faith that individuals are inherently honest and focused on the shared objectives and mission. If dishonesty or selfishness are at play, invoking this story would be inappropriate.
See also

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Tuesday, May 27, 2025

Google Pay Rewards: Ideas and Opinions

Google Pay, also known as GPay, is Google's digital wallet and online payment system. In India, GPay leverages the Unified Payments Interface (UPI), a payment system developed by the National Payments Corporation of India (NPCI). GPay is known for its speed, ease of use, and the inherent trust users place in Google for a payment service. However, over time, the "Rewards" program on Google Pay has become less exciting, often feeling unrewarding. We'll note down our thoughts and suggestions in this post.

Google Pay rewards

Users on Google Pay can earn rewards through various actions such as: a) regularly transacting with individuals and merchants, b) completing specific tasks, or c) reaching certain milestones. One of the earliest and most popular rewards has been the "Referral reward," awarded for inviting new users to join GPay. The rewards generally come in the form of special offers or cashback.

Rewards Bazaar — The Problem

Over time, as users become regular Google Pay users, cash rewards often become rare or even nonexistent. The Rewards section increasingly fills up with promotional offers, transforming it into what feels like a digital marketplace. These promotional offers (or vouchers) themselves are often quite ordinary. This diminishes the appeal of the "rewards" experience.

Today, we scratched a bunch of Google Pay reward cards, and the rewards look like—


Google pay reward pay android screenshot
Google Pay Rewards are filled with promotional vouchers.

Suggestions and Solution

We suggest the following changes to Google Pay's reward system:

Allow Users to Stop or Pause Promotional Vouchers: While these vouchers might generate revenue for Google, it's important to give users the options to opt out of or temporarily pause the promotional offers. This respects user preferences and prevents the "Rewards" section from feeling like unwanted.

Opt-in/Opt-out for Offer Categories: Instead of a flood of generic offers, users might be given option to select specific categories of offers they are interested in. This would ensure they only find promotions relevant to their needs.

Prioritise Uniqueness in Rewards: The excitement of a reward significantly diminishes if the same (or a better) offer is easily available on other platforms. Google Pay rewards should offer something distinctly unique or exceptionally appealing to create a sense of exclusivity.

[Special suggestion] Integrating Google's Own Services for Enhanced Value: On ​Google Pay, there are cash rewards and third-party vouchers. We suggest an integration of Google's own services into the "Rewards" program. This could transform the rewards from mere discounts into tangible, value-added benefits that are directly linked to the Google ecosystem. These rewards might include—
  • Google Storage: Offering "1 GB Google storage" (general reward) or "5 GB Google storage" (special reward). These could be activated via a unique code and can be added to the user's Google account, providing immediate and practical value.
  • YouTube Premium: A reward of "1 month of YouTube Premium" could be highly attractive, introducing users to ad-free viewing and other premium features, thereby encouraging greater engagement with Google's services.
We anticipate that these integrations would not only improve user satisfaction by delivering more personalised and valuable rewards but also reinforce the integration of Google Pay within the broader Google ecosystem.
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Sunday, April 20, 2025

Google Gemini: Ideas and Opinions — Chapter #02

Google Gemini — Ideas and Opinions #02

In March 2025, we published an article on this project with ideas and opinions for enhancing Google Gemini. Here, we are publishing our second article with ideas and recommendations aimed at improving Google Gemini's over-all usability.

① Enable Prompt Copying (Browser)

In our previous article, we wrote about the absence of an easy way to reuse a prompt. Other than the "Reuse" option, it is also important for users to have an easy option to copy their own prompts. At present, AI responses might not be entirely accurate always, and users might need to ask the same or similar questions repeatedly. Additionally, users may want to reuse a particular question in the same or in different thread (or outside Gemini). At present, there is not an easy way to copy and paste a user's prompt. On Google Gemini, a lengthy prompt is displayed in a collapsed box, making selection difficult. This makes the copying more cumbersome. Hence, implementing a "copy" option for user prompts, similar to the feature available for code blocks and documents in the AI's responses, would be very useful.
Note: On Gemini mobile app, the prompt copy option is available.

② Inline Response Mode

Google Gemini, similar to other generative AI models, follows an instant messaging (chat) format. This would be useful to incorporate an inline response feature, similar to how one can select and respond to a specific message in instant messaging applications. This inline response option would be particularly beneficial in two scenarios:

  1. Clarity in lengthy threads: A conversation thread might contain numerous messages, and in such scenario, users could quickly highlight a specific message to clearly point out the subject of their next query or the message they are referencing.
  2. Targeted modifications in long responses: When Google Gemini gives a lengthy answer and a user wants to suggest a modification to a specific section, they could quickly highlight a particular portion, and ask their questions around it.

③ Response Convergence Point or Format Lock-in

This is a common experience when interacting with Google Gemini that achieving the desired output format and structure can be a time-taking iterative process. Let us consider the following interaction:

1. User asks a question.
2. Google Gemini gives an initial response.
3. User suggests a specific modification or change.
4. Google Gemini revises the answer accordingly but introduces another error.
5. The user highlights the new error and requests a further correction.
6. Google Gemini makes that requested correction.

This cycle of response and refinement might take place several times. Finally, Google Gemini produces an answer that perfectly aligns with the user's specified format, structure, and requirements. We can identify this point as the "Response Convergence Point."

At this point of convergence, a helpful next step would be to "lock in" this desired format. We have noted that explicitly asking Gemini to "follow this exact format in future answers" doesn't ensure consistent adherence. Gemini still deviate quite often, necessitating the entire refinement process to begin from the scratch.

A child is speaking to a robot, a blank bubble is shown, cartoon format
We need "inline response", "convergence point". 

To reduce repetitive effort, especially when someone is working with large datasets and similar queries, the ability to lock in this "Response Convergence Point" should be beneficial. Possibly, users might have a way to tag and label a satisfactory response format for Gemini's and their own future reference. This would significantly streamline workflows and ensure consistency in subsequent questions and answers.

See also

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Tuesday, April 08, 2025

NPCI's UPI Mandate Validity for General Payments and Consent Management

The National Payments Corporation of India (NPCI), an Indian public sector entity, owned by the Reserve Bank of India, has significantly empowered Indian citizens over the years. In the past decade, NPCI's diverse initiatives and services have revolutionised digital payments for individual and retail users across India.

Among the diverse services, NPCI provides "UPI Autopay," a feature that allows users to automate recurring payments from their bank accounts using UPI. While, this is a helpful method to settle payments there is an area that probably needs attention. 

UPI Mandate Validity

According to a circular NPCI/UPI/OC-123/2021-2022 (archived copy), the merchants are advised to create the recurring payment mandates with a maximum validity of 30 years from the start date, a mandate widely followed by the services. 

We have tried the autopay options of several popular services. The following table shows the UPI mandate duration for some of these, including OTT platforms—

Merchant

Autopay Duration

Discovery+

10 Years

Gaana

15 Year

JioHotstar

30 Years

Netflix

30 Years

SonyLiv

10 Years

Tata Play

13 Years

The Times of India+

10 Years

Our review of various products and services show a fixed mandate duration of 10–30 years. There is no option for customising this mandate. Groww, an asset management company states— "The AutoPay duration is set to 30 years to ensure a smooth repayment experience." 

We can categorise an auto-payment into two categories—

  1. Loans and Obligations (Existing Products): Autopay mandates for ongoing financial obligations such as housing loans, personal loans, and car loans, where a user avails the service first, and gradually makes payments.
  2. General and Usage-Based (Flexible Services): Autopay for services where payment is tied to usage. Both the merchant and the user can terminate the service at any point.
Now—
While a 30-year mandate might be justifiable for long-term obligations like loan repayments. For simple services such as OTT subscriptions a forced 10 or 30 year UPI mandate seems excessive. Although users can cancel these subscriptions anytime, there should be an option for customized consent.

Suggestions

We suggest to categorise payments as "Payment First, Service Later" (PFSL) and "Service First, Payment Later" (SFPL). We could also classify them as "Obligation" and "General," or based on the total payment amount.

For PFSL, especially simple subscriptions,  any mandate exceeding 5 years is unnecessary. Importantly, users must have an option to customize the mandate duration for the payments.

This could be implemented with a "minimum" and a "suggested" mandatory duration. For example, if "ServiceA" sets a 10-year mandate with a 2-year minimum, during activation, users should be able to customise the duration to any period between 2 and 10 years.

A child with many calendars, a clock
"I wanted a simple OTT subscription,
and they want a 30 years' promise."

Conclusion

The suggested consent management option will be in alignment with the Data Empowerment and Protection Architecture (DEPA) bill. More importantly this will enable users to make more informed decisions about their subscriptions and payments.

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Sunday, April 06, 2025

JioHotstar and the Disruptive Advertisements in Mobile and Super Plans

Reliance Jio has played an important role in transforming India's internet and telecom landscape in the past decade, and has made internet access more affordable. In 2025, Reliance Industries collaborated with the Walt Disney Company and their Indian media assets to form JioHotstar. According to a report published in The Mint, Reliance Industries owns 60% stake in the new venture, while Disney Company retains 37% stake. 

Reliance Jio's history of introducing exciting offers, from free (and then low-cost) internet to free IPL streaming on JioCinema, has consistently benefited Indian users. With Reliance's involvement in the JioHotstar venture, it is expected that the subscribers will experience an enhanced and more affordable service.

We have been using Reliance Jio and Jio's OTT platform for a long time. We are also very excited with the JioHotstar venture. However, there is a potential issue that could negatively impact the overall user experience. In this blog post we will describe the specific hindrance.

Observations

JioHotstar has been using the same multi-tiered subscription model that Disney Hotstar used earlier. This subscription structure includes tiers like the Mobile Plan and Super Plan, and the higher-tier JioHotstar Premium. The Mobile and Super Plans are "ad-supported," meaning users will see frequent advertisements. To get rid of the advertisements, subscribers need to opt in for the Premium tier. This multi-tiered subscription model might be a standard business approach. However, the advertisements within the lower-tier JioHotstar subscriptions are diminishing the over-all user experience. Here are our observations—
  1. Users prefer OTT content because those are mainly advertisement-free. The imposition of advertisements, even after purchasing a subscription, significantly damages the viewing experience.
  2. Moreover, the sheer volume of advertisements is problematic. For instance, a 40-minute web series with four advertisement slots, each containing two 10–15 second advertisements, results in too much interruptions.
  3. The advertisements are generally automatically placed at specific time intervals. During crucial scenes sudden advertisements damage the excitement of the scenes, and undermine the emotional impact.
  4. The multi-tiered subscription approach may not resonate well with Indian viewers. This model also might not be in alignment with Reliance Jio's service pattern, which prioritises providing a seamless viewing experience for its users.
  5. It is to be noted that currently a large number of advertisements are placeholders in nature and those show trailers or clippings available on the same platform.

Suggestions

Following the observations above, we offer the following suggestions. Please consider one, more, or all of the suggestions below—
  1. Single, Unified option: We suggest to simplify the subscription model to a single, unified option. This could be priced between the current Super and Premium tiers. This would resolve the frustration of forced advertisements within a paid subscription.
  2. Limit number of advertisements: If the current multi-tiered subscription model is continued, we urge a reduction in the frequency and duration of advertisements. Possibly there should not be more than 15 seconds of ads per 30 minutes of viewing. There could be models like "One advertisement break per web series" or "Two advertisement breaks per movie".
  3. Placement of advertisements: Placement of advertisements is also important. Please ensure that the sudden advertisements do damage the excitement of crucial scenes. Possibly, reducing the number of advertisements will help here. This could also be achieved by strategising advertisement placement zones within the videos.
  4. Benefits for Jio Users: The Jio mobile networks users might get some benefit. They are already paying for Jio mobile services. Possibly the ads-free option could be included in the basic plans for Jio users.
  5. Rewards and User Engagement: Similar to JioRewards, please offer incentives and rewards, such as "Earn Ads-free minutes" where a user will be rewarded upon completion of tasks, or for their over-all engagement (daily login, shares, comments etc.).
    Image shows random OTT scene, disrupted by advertisements
         Too many ads, specially during crucial scenes 
    may damage user's experience

Conclusion

Not just another OTT platform, JioHotstar definitely has potential to take the OTT experience in India to the next level. We anticipate the suggested tweaks will improve the experience of the users.

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