Her husband had spent the day helping his family prepare an elaborate sadhya (feast) for Onam, smugly pointing out at the dining table that the mango curry was “all him”. Those at the table soon broke into a mock argument over who made what, but his son let out a snort of derision.

“This is nothing to be proud of, acha (father). You are being a beta,” the 12-year-old said.

Andrew Tate is just one member of the sprawling online ecosystem of ‘manfluencers’ that profits off men’s anxieties and promotes a distorted brand of masculinity as a solution.