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 > <p><span style="font-family: Tahoma; color: rgb(70, 70, 70);">There has been an explosion of wearable fitness-tracking consumer devices in India. The body and its functions are now visually analysable using these bands. The notion of being mindful about the body is fused with a fitness culture. This culture is supported by a growing market for fitness commodities that work towards transforming the self into computable data.&nbsp;</span></p><p><span style="font-family: Tahoma; color: rgb(70, 70, 70);">This paper attempts to explore the manner in which fitness tracking devices enable positive reinforcement in young Indians. The primary means of data collection for the study was in-depth interviews with young adults (18 to 25 years of age). The participants expressed an affective relationship with the devices, especially the impact of data visuals that was a motivational factor in improving user performance. The study uses the Self-Determination Theory to map user motivation around fitness devices. The qualitative findings revealed the usage of fitness trackers in young Indians to be a private endeavour. While participants felt a positive sense of agency with the devices, they were also averse to the idea of competing within virtual fitness community.</span></p><div><br></div>
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