Algorithms are everywhere these days, and consumers have adapted to them, often without realising the extent to which these algorithms shape their buying decisions. And nowhere is this more evident than in the quick commerce space today, where dark patterns on Zepto, Swiggy Instamart and Blinkit have set off several concerns.

Algorithmic pricing is not new — products aimed at women have the so-called pink tax, while modern day algorithms might show you higher prices for flights and holidays on a more expensive Apple Macbook than a PC.

But when the price of coriander spikes simply because a user owns a more expensive phone, it’s inevitably a red flag. And then there are instances of hidden charges and fees being surreptitiously added to the final bill.

So this Sunday, let’s see why dark patterns have become a sore point in the quick commerce growth story. But first a look at the top stories of the week from our newsroom:

• The SaaS Investment Boom: In the face of global geopolitical shifts, Indian VCs and startup investors are increasingly seeing AI and SaaS investments as the moat for the Indian startup ecosystem, highlighted by the number of mega rounds in this space in the first two months of 2025
• Paytm’s True Picture: As Paytm promises to go profitable in the next two quarters, it has stepped up focus on the main revenue driver, margin maker, and growth areas to raise the topline. But what’s the reality for the fintech giant, and how far is it from the claims?
• India’s First Photonic Quantum Computer: India’s INR 6,000 Cr National Quantum Mission is looking to revamp the nation’s computing capabilities, and Quanfluence is looking to put India on the global quantum computing map with its first photonic quantum computer

What Zepto & Other Apps Are Hiding

Consumer outrage around dark patterns on 10-minute delivery apps have steadily increased just as the revenue for the platforms. While the likes of Zepto, Blinkit and Swiggy on track to rake in close to $2 Bn in revenue at the end of FY25, consumers feel a lot of this is built on hidden charges and dark patterns that seem to discriminate between income groups, neighbourhoods within a city and more.

While price fluctuations are a major concern, other troubling issues have also emerged.

Dark patterns, as defined by India’s official government guidelines, refer to user interface and experience designs that compromise consumer autonomy and push them towards choices that are not in their best interest.

The guidelines identify several forms of dark patterns, including false urgency, basket sneaking, confirmation shaming– which attempts to guilt consumers into making a particular choice, forced action, where users must perform unrelated actions to complete their intended purchase, and subscription traps that make cancellations difficult.

Many users have reported discrepancies in Zepto’s billing system, with cart totals that do not always add up and packaging charges discreetly hidden within the “Bill Summary.”

One user

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