Former Indian Army officer Major Rishabh Singh Sambyal has found himself at the centre of an online debate following his decision to launch a paid subscription model on Instagram after taking premature retirement from the armed forces. Major Sambyal, who served for approximately 12 years in the military, is widely recognized for his high-profile tenure as an Aide-de-Camp (ADC) to President Droupadi Murmu for nearly three years.

Commissioned in 2018 following his training at the National Defence Academy (NDA) and the Indian Military Academy (IMA), his distinguished career spanned service with the Jat Regiment and later the elite 4 Para Special Forces, where he earned the coveted Balidaan Badge. Notably, in 2021, then-Captain Sambyal led the Jat Regiment contingent to win the Best Marching Contingent Trophy at the Republic Day Parade.

Monetisation Strategy Triggers Mixed Reaction

The controversy stems from Sambyal’s decision to offer subscriber-only content and exclusive interactions on his popular Instagram page. The subscription service is priced at ₹199 per month for iOS users and ₹180 per month for Android users, with reports indicating that over 1,500 users have already subscribed.

The move has split public opinion across social media platforms.  Critics argue that leveraging a massive online following—built largely during his time in uniform and as the President's ADC—for personal financial gain commercialises his military identity, with some users calling the move inappropriate for a former army officer.

Supporters defend his transition, emphasizing that as a retired officer, Sambyal has full rights to pursue a second career in the digital space and monetize his content as an independent creator.

Sambyal Defends Content Creation as Continued Service

Addressing the pushback, Major Sambyal defended his venture, stating that he views his digital platform as a medium to share valuable experiences, knowledge, and insights with the public. He maintained that engaging with audiences and offering guidance through content creation remains a form of service to the nation in his post-military life.

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