Indian Consumers Wasting Rs 28,000 Crore Annually Due to Deceptive Online Dark Patterns.
According to a recent report from Datum Intelligence, Indian consumers are facing an annual financial loss estimated between Rs 25,000 crore and Rs 28,000 crore due to deceptive online practices known as dark patterns. The report highlights that approximately 88 percent of India’s 304 million online buyers lose about Rs 78 to Rs 87 monthly due to practices such as hidden charges, forced add-ons, drip pricing, false urgency cues, and subscription traps. The study, which surveyed 2,590 consumers across 50 cities in early 2026, also revealed a notable rise from 52 percent to 63 percent in users encountering hidden charges and drip pricing compared to the previous year, indicating a growing challenge in curbing these deceptive digital practices.
This situation significantly impacts the common citizen, eroding consumer trust in online platforms and leading to financial strain. With users facing hidden costs at checkout and pressure from forced action mechanisms, the consumer experience becomes fraught with frustration. The report underscores a disparity in trust among leading e-commerce platforms, revealing that while Amazon is viewed positively, Flipkart is experiencing higher levels of distrust. Consumers are willing to pay a premium for transparency, indicating a clear demand for ethical practices in digital marketplaces.
In the long term, the findings of this report should prompt both regulatory agencies and the RBI to intensify their interventions against deceptive online practices. Increased regulatory scrutiny may lead to reforms that establish clearer guidelines for online marketplace operations to protect consumers. Furthermore, the government and digital platforms could consider implementing educational campaigns to raise awareness around dark patterns, ensuring consumers are better equipped to navigate a landscape riddled with misleading designs. The situation calls for ongoing dialogues to foster transparency and trust in the digital economy.
Source: The Hindu
(Expert Note: This report was independently prepared by the Wealthova Economy team.)