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The story so far

It started at a market stall.

We took bloc to three cities and talked to whoever stopped. Some bought one. Most taught us something.

A paraglider over green valleys in Himachal01Bir, HimachalJune 2026

A table at the artist market.

The first blocs were sold by hand. We set up a small stall at the artist market in Bir High and talked to whoever stopped.

The people who bought one were not chasing productivity. They just wanted to sleep. Get into bed tired, open reels for one minute, look up and it is 2 am. Again.

Every owner in the photos further down this page bought their bloc here.

So we started wondering: do people even know how much time they are losing?

  • Smiling behind the bloc stall in Bir on a clear evening, bloc signs on the table and paragliders in the sky
    Our stall in Bir, paragliders overhead.
  • The bloc stall outside a blue and white cafe after dark, a bloc held up behind the table
    The same stall, after dark.
  • A new owner at the night market in Bir, his bloc resting on his open palm
    The artist, with his bloc.
  • Two men at a hillside cafe in Bir at dusk, the older one holding the family's bloc
    A father, buying for the whole family.
  • A couple at a cafe entrance in Bir at dusk, she holds their bloc up beside her face
    A couple, one bloc between them.

City photo: Arun Kashyap on Unsplash

The City Palace on Lake Pichola in Udaipur02Udaipur, RajasthanJuly 2026

Guess your screen time.

We took that question to the ghats. At Gangaur Ghat, Fateh Sagar, Amrai Ghat and outside Jagdish Mandir, we stopped strangers and asked one thing: how long were you on your phone yesterday?

Guess first. Then open Settings and check. Then write both numbers on the board. The highest screen time of the evening won a bloc.

For most people, the real number was a surprise. It is hard to fix a number you have never looked at.

  • At the Guess your screen time board under the carved gate of Gangaur Ghat at night, talking to a woman holding her phone
    Gangaur Ghat, Udaipur, on the night of 31 July.
  • A young man in a striped shirt at the board at Gangaur Ghat, about to guess
    Guess first.
  • A man in a pink shirt laughing at the board at Gangaur Ghat
    Then check.
  • A man in a black vest at the board at Gangaur Ghat while a number is written down
    Then write it down.
  • A young man in a black shirt explaining something with his hands at the board at Gangaur Ghat
    Close to midnight, still going.

City photo: Pranav Panchal on Unsplash

The municipal headquarters in Mumbai lit up at night03Mumbai, MaharashtraAugust 2026

Fewer pitches. More listening.

In Mumbai we took the same board to the roadsides around Dadar and Shivaji Park, near the colleges, to Lower Parel after dark, and to the benches on Carter Road. Mostly, we listened.

Different lives, the same story at night. By the end, the same few things kept coming up.

  • Two men smiling at the board in Lower Parel at night, one holding a bloc
    Lower Parel, after dark, a bloc in hand.
  • On a bench on Carter Road, talking to two older women, one holding her phone
    Carter Road, on a bench, mid conversation.
  • A young woman at the Guess your screen time board by a Dadar roadside, names and numbers written on it
    Dadar, by the roadside.
  • A young man with a backpack at the board by a Dadar roadside
    Same board, a new guess.
  • Two young men smiling at the board in Lower Parel at night, one holding a bloc
    Lower Parel, the same night.

City photo: Purvesh Parmar on Unsplash

What three cities taught us.

  1. 1

    Most people don't know what the scroll costs them.

    Not the hours, and not what the hours take with them: sleep, focus, dinner with family.

  2. 2

    The ones who know are already looking for a way out.

    They have set app limits and tapped Ignore anyway. One early buyer had bought a second phone just to keep his apps at a distance. They don't need convincing. They need something that works.

  3. 3

    Willpower isn't the missing piece.

    Every blocker lives inside the phone, so the phone always wins. The friction has to live somewhere else.

  4. 4

    A lot of blocs are bought for someone else.

    A father, for dinners with the family. Partners, for each other. The scroll is easier to see in someone you love.

In every city, we met two kinds of people.

The first kind asks why.

Why would anyone need a magnet to put a phone down? Just don't scroll. Most had never checked their screen time, or had checked and decided the number was fine.

The second kind asks how.

How does it work? Does it work on Android? They have lost the argument with themselves enough times to know willpower is not coming to save them.

bloc is for the second kind.

So do what we did in Udaipur. Guess your screen time for yesterday, then check it. If the number surprises you, you already know which kind you are.

3 hr

The owners

Handed over, not modelled.

Every bloc in these photos now lives with the person holding it. Photographed on the spot, the day it changed hands.

  • Two smiling members at a hillside cafe at dusk, the older one holding his bloc toward the camera

    Family of four

    A father bought bloc for the family so they spend quality time together over dinner

  • A member outside a warmly lit storefront at night, holding her bloc up with both hands

    The freelancer

    Used to scroll a lot. Now she spends that time learning art with bloc

  • A member on a rooftop terrace at blue hour, holding his bloc at chest height

    For his partner

    Bought bloc for his partner. Now they scroll less and spend more time together

  • A couple at a cafe entrance at dusk, she holds their bloc up beside her face

    The couple

    A couple buying bloc is the cutest thing, honestly

  • A member outside a blue and white cafe at night, holding a white bloc with both hands

    Aviv, from Israel

    “Instagram blocked is the best thing ever”

  • A member under warm string lights at night, holding her bloc beside her face with the logo facing the camera

    Vaishnavi

    Now spends her time travelling and working on her projects, not on social media

  • Two members at a night market lit by fairy lights, one holding his bloc at chest height

    Arjun Aneja

    The actor was happy to support bloc

  • A member in a cap at a garden cafe at night, holding his bloc up in one hand

    Marketing manager

    Bought bloc to save time and spend it learning new skills

  • A smiling member in glasses at night, holding his bloc toward the camera

    BCG consultant

    Bought bloc for his partner. He likes to call it a “life saver”

  • A member at a night market extending his open palm with his bloc resting on it

    The artist

    Bought bloc so he spends his time creating art, not consuming content

“I spent ₹15,000 on a second phone just to create physical distance from my apps. bloc does the same thing for a fraction of the cost.”
Kartik · early adopter, Gurgaon

Meet bloc.

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