Online Shopping Obsession: Ahmedabad Man's Bill Skyrockets

A man in Ahmedabad, aged 40, found his online shopping habits escalating from Rs 5,000 to over Rs 25,000 monthly. His compulsion to buy stemmed from the immediate relief it provided, not the acquisition of goods. Doctors identified this as compulsive buying behavior (CBB), distinct from his existing OCD treatment. When conventional medications proved ineffective, a unique treatment involving a molecule typically used for Protein Kinase C inhibition was employed. This intervention led to a significant reduction in purchases and a decrease in the compulsive urge.

Psychiatrists in Ahmedabad are observing an increase in compulsive online buying, especially among younger and middle-aged individuals, a trend exacerbated since the Covid pandemic. Experts note an average of three to four such cases weekly, often co-occurring with anxiety or depression. Factors like instant accessibility of goods, discounts, and 'buy now, pay later' schemes facilitate impulsive spending as a self-soothing mechanism.

Doctors emphasize that this behavior often goes unrecognized, with patients rarely presenting shopping as the primary issue. The escalating spending can have severe financial and psychological consequences for individuals and their families. Treatment typically involves a combination of cognitive behavioral therapy and medication, with family involvement crucial for support and monitoring to break the cycle driven by the brain's reward system.