By Kavita Mistry 
If you’ve ever been lured by a massive discount during Flipkart Big Billion Days, Amazon Great Indian Festival, or even while ordering from Zepto, only to realize at checkout that the final price is almost the same as before, you’re not alone.
This manipulative strategy—where the displayed price increases later due to hidden fees like delivery, packaging, or convenience charges—is called drip pricing.
A Dark Pattern Disguised as a Discount
Drip pricing is one of the “dark patterns” that some online platforms use to deceive consumers. At first, the product seems heavily discounted, but by the time taxes and service charges are added, the total amount paid equals—or sometimes exceeds—the original price.
These tactics exploit customer trust and create an illusion of savings, especially during festive sales, when buyers are more likely to make impulsive purchases.
Government Issues a Stern Warning
Recently, the Government of India has formally warned companies and e-commerce platforms against such deceptive pricing. The Department of Consumer Affairs has flagged drip pricing as a misleading trade practice, emphasizing that any such act violates consumer protection laws.
This move comes as part of the government’s broader effort to make digital marketplaces more transparent and accountable.
What You Can Do as a Consumer
The good news is—you’re not powerless. The National Consumer Helpline (NCH) allows you to file complaints against brands or platforms that indulge in drip pricing or other misleading tactics.
You can reach the NCH by:
By raising awareness and taking action, consumers can push brands to follow ethical and transparent pricing models, ensuring fair play in the growing e-commerce ecosystem.