The co-founder of Zerodha, Nithin Kamath, is used to navigate complex financial markets, but Instagram seems to be a completely different challenge. In a light article on X, Kamath admitted that he was still in the process of using the platform.
“Trying to learn to use Instagram. I don’t know if I’m too old or if it’s too complex to use,” he wrote, triggering amused reactions from social media users.
To underline his struggle, Kamath shared a screenshot of a conversation with his colleagues, where he expressed total confusion on the many Instagram features. The exchange was both humorous and relatable. He started by asking: “WTH is stories about Instagram”, to which his colleague Krishna Lohia replied: “Stories, coils, WTF posts.” When Krishna added, “there is also the community”, Kamath could only react with a “fucking” resigned.
Things degenerated when Karthik Rangappa rang, explaining that “the posts are also normal and carousel”.
Clearly exceeded, Kamath replied: “What! How are people confused with all this?” .
Kamath’s struggle has resonated with many users, because Instagram continues to evolve with new features that can be overwhelming, even for technological entrepreneurs. Its message comes at a time when Instagram dominates the digital landscape of India, with more than 414 million users at the beginning of 2025, or 28.4% of the population. The platform has become an essential tool for companies and influencers, taking advantage of functionalities such as coils, stories and influence marketing to engage the public.
Despite Kamath’s confusion, Instagram is a power for companies in India. The brands use visual narration, the content generated by users and interactive features to create a commitment. Companies like Nykaa, Zomato and Swiggy have managed to exploit the potential for Instagram. Nykaa has exploited influencers and content generated by users to connect with a younger audience, while the marketing of memes focused on zomato humor helped it to remain culturally relevant. Swiggy, on the other hand, used Instagram Story announcements to increase application downloads and reduce acquisition costs.
