We’ve all heard talk about different work styles, regular 40-hour weeks to 70-hour sprints and even 90-hour marathons to “micro-retirements.” Now there’s a new buzz: the 9-9-6 work schedule, working 9 a.m. to 9 p.m., six days a week (essentially 72 hours). First popular in China’s tech world, this 72-hour routine is catching on with U.S. startups, especially with AI companies trying to stay ahead in the global race. But how did this culture take root, and what are global companies saying about it? The bigger question: is 9-9-6 a real productivity booster or just a shortcut to burnout? Let’s find out.
The rise of 9-9-6
The term 9-9-6 became widely known in China’s tech world after Alibaba founder Jack Ma famously called it a “blessing” in 2019. “If you don’t work 996 when you’re young, when will you ever work 996?” he said, adding that anyone joining Alibaba should be ready for 12-hour days. Richard Liu, the billionaire behind e-commerce giant JD.com, voiced similar support. But Ma’s remarks triggered a wave of backlash on Chinese social media. After all, China’s Labour Law limits working hours to eight per day and 40 per week, allowing only up to 36 hours of overtime per month, rules that many companies quietly ignore. So how did this intense work culture find its way to Silicon Valley?
According to a Wired report, more Bay Area startups are adopting schedules reminiscent of 996—not for prestige, but out of necessity. Lean budgets, small teams, and the high stakes of emerging technologies, particularly in AI, push employees to log long hours to keep projects alive and investors satisfied. For instance, Rilla, a Bay Area AI startup with about 80 employees, openly advertises 70-plus–hour workweeks in its job postings.
And Rilla is not the only one. In San Francisco, Greptile CEO Daksh Gupta, an Indian-origin entrepreneur, follows a strict 9-9-6 schedule. Some roles at his company require 12–14-hour shifts. “The vibe is no drinking, no drugs, 9-9-6—work from 9 a.m. to 9 p.m., six days a week—lift heavy, run far, marry early, track sleep, eat steak and eggs,” he told The San Francisco Standard. For Gupta, long hours are a trade-off: sacrificing health today for the chance of equity-driven rewards later. This shows how the 996 culture is making Silicon Valley.
Does longer work hours mean better productivity?
While many argue that long hours’ drive productivity, research tells a different story. Germany’s 2024 four-day workweek trial showed that 90% of employees reported improved well-being, life satisfaction, and work-life balance. Stress levels fell, health improved, and participants gained an average of 38 extra minutes of sleep per week, while productivity in many cases improved. The takeaway: shorter workweeks can increase efficiency without sacrificing results.
But when work stretches in the opposite direction, the effects can be devastating. According to WHO and ILO research, long work hours are now the leading risk factor for work-related health problems. In Japan, where overwork is common, many workers have died from heart-related issues during their most productive years. These deaths, linked to extreme work hours, are called Karoshi, meaning “death from overwork.”
Government & legal safeguards
In India, the Factories Act of 1948 was introduced to protect workers’ rights by regulating hours and ensuring fair conditions. It caps work at 48 hours per week and nine hours a day, while requiring rest breaks and paid leave for employees who have completed 240 days of service. Yet these legal guidelines largely exclude many white-collar professionals. This gap allows companies to push young employees into unpaid overtime, often under the name of career growth.
The impact is visible: India now ranks among the world’s most overworked nations. According to the International Labour Organization (ILO), the average Indian employee clocks 46.7 hours a week, placing the country near the top for longest working hours.
Tragically, these extreme work pressures have led to real human costs. In 2024, 26-year-old Anna Sebastian Perayil, a new EY India hire, died unexpectedly; her mother linked the tragedy to relentless workload and pressure, sparking calls for reform. Just a year later, a Pune-based bank manager took his own life after work hours, leaving a note that cited overwhelming job stress. These cases highlight a simple truth that more working hours don’t mean better outcomes. They can cost both productivity and lives.
Stronger legal enforcement is essential to prevent such tragedies. While some states mandate double pay for overtime, it typically applies only to blue-collar workers. For white-collar employees, unpaid weekend work, late-night deadlines, and “urgent” calls have become hidden forms of exploitation. Addressing this requires both legal reforms and cultural change within organizations.
How companies can help
Companies can create healthier work cultures through:
Promote workplace wellness: Companies can foster a healthier, more engaged workforce by investing in:
- Wellness programs that prioritize mental health and work–life balance.A recent strong example is Tech Mahindra’s Mind@ease platform, launched as part of its CSR efforts. It provides mental-health support not only for employees but also for anyone across the country.
- Health-tracking apps to help employees monitor and achieve personal health goals.
- Gamified rewards like points or badges to motivate and celebrate wellness milestones.
Other approaches include offering onsite or virtual fitness activities, yoga and meditation retreats, and flexible schedules to support mental and physical health.
Set up a grievance mechanism: Create clear, confidential channels for employees to report excessive workloads or unfair demands without fear of retaliation. This could include counselling services, anonymous 24×7 hotlines or dedicated HR committees to ensure complaints are heard and resolved promptly and fairly. For example, NoBroker’s Employee Assistance Program (EAP) allows staff to seek professional mental health support safely and privately.
Monitor working hours: While wellness initiatives are important, companies can also take proactive steps to prevent overwork by monitoring employees’ actual working hours. For instance, Infosys recently introduced an automated system that tracks daily work hours. If an employee exceeds the 9-hour 15-minute daily limit, HR sends a personalized notification. This system is designed to manage workloads effectively, promote work–life balance, reduce stress, and help prevent burnout.
While long-hour cultures like 9-9-6 or 70-hour weeks may look like a shortcut to success, they’re a dead end for both employees and employers. Glorifying overwork doesn’t build great companies; it burns people out. A balanced approach that considers both business goals and employee well-being delivers the real results. It’s time to rethink the approach that working longer isn’t working smarter. True productivity comes from reasonable working hours, fair policies, and a culture that values well-being as much as output.
