Under the label of “pride”, dominant-caste superiority is being repackaged for the algorithm age. But where does pride end and caste hierarchy begin, especially in a system that relies on some castes being placed below others?

Beyond the world of AI-generated cat memes, podcast clips, and protein-rich recipes—or whatever your algorithm usually feeds you—lies another side of Instagram. Here, young influencers from dominant castes such as Brahmins and Rajputs make high-engagement reels centred on caste pride and superiority, using trending audios, cinematic edits, and aspirational aesthetics.

The Quint analysed over a 100 reels from more than 30 Instagram accounts posting caste-themed content with high engagement. Together, they show how dominant-caste superiority is being repackaged for the algorithm age under the label of “pride”