Quick Commerce Under Fire: Zepto, Blinkit, and Swiggy Instamart Accused of Dark Patterns and Price Manipulation

India’s quick commerce giants—Zepto, Blinkit, and Swiggy Instamart—are facing mounting criticism for allegedly employing deceptive tactics to boost profits at the expense of consumer trust. These platforms, celebrated for delivering groceries in as little as 10 minutes, are now under scrutiny for practices like hidden fees, device-based price discrimination, and manipulative user interfaces, collectively known as "dark patterns." As consumer frustration grows, regulators and lawmakers are stepping in to investigate whether the convenience of instant delivery comes with an unfair catch.

What Are Dark Patterns?

Dark patterns are design choices in apps and websites intentionally crafted to trick users into making decisions they might not otherwise choose, often benefiting the company over the consumer. Examples include hidden fees revealed only at checkout, default settings that favor the platform (like auto-added tips), or confusing opt-in/opt-out mechanisms that obscure benefits. Coined by UX designer Harry Brignull in 2010, the term has gained traction as a way to describe manipulative digital practices that exploit user psychology.

The Hidden Cost of Convenience

The promise of instant delivery has fueled the rise of quick commerce in India, with the sector projected to hit a combined revenue of $2.5 billion by the end of FY25, according to a recent report by Redseer Strategy Consultants. However, this growth comes with a catch. Consumers are increasingly vocal about unexpected charges and fluctuating prices that seem to depend on factors like the type of smartphone they use or their location.

For instance, a Delhi-based user recently took to X to highlight a glaring discrepancy: 500 grams of grapes priced at INR 65 on an Android device surged to INR 146 when viewed on an iPhone. Another test conducted by tech publication Inc42 in February 2025 revealed that a kilogram of apples was listed at INR 253 (discounted to INR 106) on Android, but priced at INR 238 (discounted to INR 156) on an iPhone. Such device-based pricing has led to accusations that platforms are exploiting perceived purchasing power to inflate costs.

“Seeing higher prices just because I’m on an iPhone feels like a betrayal of trust,” said Priya Sharma, a frequent Zepto user from Bengaluru. “It’s not about the money—it’s about fairness.”

Sneaky Fees and Confusing Interfaces

Billing discrepancies are another sore point. On Zepto, users have reported hidden charges like packaging fees buried in GST invoices, only noticeable after digging into the fine print. One Mumbai customer shared on Reddit that a cart totaling INR 1,600 included an unexplained INR 26 fee, not reflected in the initial summary. Similarly, Zepto Pass—a loyalty program offering free delivery for orders above INR 99—requires users to manually opt-in via an inconspicuous checkbox, leaving many unaware of the benefit.

Blinkit isn’t immune to criticism either. Customers have complained about promotional items being auto-added to their carts without consent, while Swiggy Instamart users report that delivery partner tips, once set, become default for future orders unless manually adjusted. Small cart fees and handling charges further inflate bills, often catching shoppers off guard at checkout.

“These platforms are eroding consumer autonomy,” said Anjali Mehra, a digital policy analyst based in Delhi. “You think you’re in control, but the design nudges you into spending more.”

Also Read: Blinkit & Zepto Hike Commissions: Check Revenue Strategy and Commission Model

Industry Response: Pricing or Profiteering?

Quick commerce leaders defend their practices as standard marketplace strategies. Siddharth Dungarwal, founder of D2C fashion brand Snitch, argued, “Dynamic pricing based on demand, location, or user behavior has been around for decades—think airline tickets or e-commerce discounts.” Bharat Bhalla, founder of Yu Foods, added that brands supply products at fixed wholesale rates, leaving platforms to tweak consumer-facing prices for profit optimization.

However, transparency remains a sticking point. “If prices vary by device or pin code, consumers deserve to know upfront,” Bhalla conceded.

Regulatory Spotlight Intensifies

The controversy has reached India’s corridors of power. In January 2025, Consumer Affairs Minister Pralhad Joshi told Parliament that the Central Consumer Protection Authority (CCPA) had expanded its probe into price discrimination—initially focused on ride-hailing apps like Ola and Uber—to include quick commerce platforms. The investigation follows the enforcement of India’s “Guidelines for Prevention and Regulation of Dark Patterns, 2023,” which outlaw manipulative UI/UX tactics under the Consumer Protection Act, 2019. Violators could face fines or stricter oversight.

Traditional retailers are also up in arms. The All India Consumer Products Distributors Federation (AICPDF) recently claimed that quick commerce platforms are using predatory pricing and dark patterns to undercut kirana stores, which still account for 70% of India’s $600 billion grocery market, per NielsenIQ data from early 2025.

A Balancing Act for Growth

With venture capital pouring in—Zepto raised $340 million in December 2024 at a $5 billion valuation, while Blinkit’s parent Zomato reported a 400% revenue jump in its quick commerce arm—profitability pressures are mounting. Yet, experts warn that ethical lapses could backfire. “Growth is critical, but alienating customers with shady tactics risks long-term damage,” said Rohan Patel, a Mumbai-based venture capitalist.

What Lies Ahead?

As competition heats up, quick commerce platforms must navigate a tightrope between innovation and integrity. For now, consumers like Sharma are reconsidering their reliance on these services. “Ten-minute delivery is great, but not if I’m being tricked into overpaying,” she said.

With regulators circling and consumer awareness growing, the days of unchecked dark patterns may be numbered. The question remains: can Zepto, Blinkit, and Swiggy Instamart deliver convenience without compromising trust? Only time—and perhaps a few policy reforms—will tell.

FAQs: Understanding Dark Patterns and Quick Commerce Concerns

1. What exactly are dark patterns?
Dark patterns are sneaky design tactics used in apps or websites to manipulate users into decisions they might not intend, like spending more money or sharing personal data. Examples include hidden fees, pre-checked boxes that opt you into subscriptions, or confusing layouts that make it hard to cancel a service.

2. How do Zepto, Blinkit, and Swiggy Instamart use dark patterns?
Users have reported practices like hidden packaging fees (Zepto), auto-added promotional items (Blinkit), and default tip settings (Swiggy Instamart). These platforms also allegedly adjust prices based on device type (e.g., iPhone vs. Android) or location, often without clear disclosure.

3. Why do prices differ between iPhone and Android users?
Platforms may use algorithms to profile users based on their device, assuming iPhone users have higher purchasing power and can afford inflated prices. This practice, while not illegal, raises ethical questions about fairness and transparency.

4. Are these practices against the law in India?
India’s “Guidelines for Prevention and Regulation of Dark Patterns, 2023,” under the Consumer Protection Act, 2019, ban manipulative tactics. The Central Consumer Protection Authority (CCPA) is investigating quick commerce platforms, and violators could face fines or penalties.

5. What can consumers do to protect themselves?
Check itemized bills carefully before payment, compare prices across devices or locations if possible, and report suspicious practices to the CCPA via their website or helpline (1915). Opting out of loyalty programs or default settings can also help avoid hidden costs.

6. How big is the quick commerce market in India?
The sector is expected to reach $2.5 billion in revenue by FY25, driven by urban demand for instant delivery. Zepto, Blinkit, and Swiggy Instamart are key players, competing fiercely for market share.

7. Will kirana stores survive the rise of quick commerce?
Kirana stores still dominate 70% of India’s $600 billion grocery market, but quick commerce’s aggressive pricing and convenience threaten their urban foothold. Traditional retailers are pushing regulators to level the playing field.

(For Latest Food News subscribe to our Indian Food Times WhatsApp channel)