First things first. With the term “tech bros” we mean no harm to anyone. We do not use it as a snide remark at the well-heeled IT engineers, the manner in which people sometimes describe tech bros. Instead, we use it to describe a certain group of software engineers and coders who follow a lifestyle where a few items are common. At least three of these items are Apple products, most notably a MacBook as one can see in Bengaluru cafes, whey protein that goes into after-gym shakes, and AI subscriptions of Claude or ChatGTP. In 2026, prices of all three are rising, pinching the pockets of our tech bros.
Whey protein prices have been rising for quite some time in India, much to the dismay and despair of people who follow a certain lifestyle. AI companies, meanwhile, have rejigged the pricing for their bots like Claude, ChatGPT and Gemini to account for token consumption. This has impacted IT engineers and coders who rely on AI to do a lot of their work. And last week Apple truly and deeply saddened and shocked the Bengaluru IT crowd when it announced a hefty price increase for MacBooks, Mac Minis, and iPads.
The impact of it all on their lifestyle is making India’s IT workers take a note. Although many believe that despite the increase in the prices the value continues to be there in MacBooks or whey protein.
Different products, different takes
Preetish Biswal, a senior engineer at an AI tech firm M, believes that Apple devices continue to justify the price tag. “If my productivity goes up significantly by buying the product, I would still buy it because productivity is greater than saving a few bucks,” he tells India Today Tech.
Though for Dibyanshu, co-founder of travel-tech startup Roveo, the Apple price hike may not justify the cost. He tells India Today Tech, “Yes, overpaying up to 50 per cent premium isn’t worth it for an upgrade for me.”
But where Dibyanshu does not plan on making a compromise is AI. Claude and ChatGPT have become more expensive as AI companies move to a token-based pricing structure. Dibyanshu says, “AI has become an indispensable part of my life. Even though the costs keep increasing, I will keep paying because it makes life easier.”
In the tech world, some companies are continuing to push aggressively for AI tools. It also means they foot the bill for their employees. For Rajat Bansal, a software development engineer, there has been no change in the way he uses AI.
He explains, “My company hasn’t put any restrictions on developers for AI consumption — we are encouraged to use more and more AI. I use it very frequently and I am very dependent on it.”
When asked if he would pay for AI tools for personal use, Rajat replied, “If the company puts a restriction (on personal use for AI), Gemini is still there and it is free.”
But the same is not the case for Bansal’s wife, Ankita Som, who also works as a software development engineer, but at a different firm. Rajat adds, “Ankita gets stressed towards the end of the month that her AI usage is running low. She has to change the model, lower the reasoning.”
IT workers who pay for AI personally, instead of their companies managing their subscriptions, are clearly more impacted by the increase in the cost. Shrestha Banerjee, a developer at TCS, tells India Today Tech that she has become more critical of what a paid AI tool offers. “For personal use I would be willing to pay for an AI tool only if it saves me time or helps significantly with productivity, or if free models don’t provide the level of accuracy needed. Otherwise I’d stick to free or lower cost options,” she says.
Essentially, the rising cost is forcing many IT employees to look for free or cheaper AI tools for their personal use. Sreeja Ghosh, who also works as a developer at TCS, says that open-source models can be quite useful when it comes to personal use. She notes, “Free versions and open-source models are already quite capable if you know how to prompt them well.”
The focus on free or open-source tools seems to be the trend for many in 2026. Developer Karan Tripathy adds, “For personal use, I can’t really justify spending on premium plans. I stick to free features and make do with what’s available.”
Whey protein is a punch in the gut
But beyond MacBooks and AI, where IT employees often get a helping hand from their employers, it is in the case of whey protein where they are particularly “hurting” due to rising prices.
Reports indicate that the price of whey protein in the country has risen by as much as 200 to 250 per cent since 2024. This seems to have made some techies reconsider how they consume protein.
Karan says, “The price increase has made me rethink my protein intake. I’m considering switching to more affordable alternatives like pea or yeast protein that can offer similar nutritional benefits.”
A market researcher told India Today Tech that the 4kg whey protein he used to purchase for Rs 8,500, now costs him Rs 16,000. This made him switch to a new brand. He adds, “As much as I loved the brand, I’m not going back.”
In essence, well-heeled IT employees with a certain lifestyle are “suffering” price hikes in some of the key facets of their life, at a time when salaries may not be increasing at the same pace.
Rajat Bansal notes, “With prices increasing and no proportional salary hike, we have to adjust our lifestyle a little — we do not have as much surplus as before.”
Karan Tripathy says that the situation has made him “more conscious” about his spending habits. He adds, “I’m increasingly looking for affordable alternatives that deliver similar value without stretching my budget.”
However, Preetish Biswal believes that he is willing to pay extra as long as it justifies the cost. Biswal explains, “Even though costs are increasing, I am well aware of what is a need and what is a want. I would not mind overpaying for my needs if it actually helps and makes my life easier.”
