Description: This report explores the increasing use of dark patterns in India’s retail sector. India’s retail sector is a cornerstone of its economic growth, contributing Rs 20.18 lakh crore in Goods and Services Tax (GST) collections in FY 2024 and ranking among the top five start-up segments in the country. However, this sector is facing rising scrutiny for employing manipulative design tactics that undermine user autonomy.
This report finds that dark patterns are prevalent across both online and offline retail environments, though they are more readily identifiable in digital contexts. It critiques the disproportionate regulatory focus on e-commerce, noting that many of the flagged practices resemble long-standing marketing strategies. In this context, an ex-ante regulatory framework may not be appropriate for dark pattern regulation.
The report recommends a reliance on a principles-based approach that emphasizes transparency and willful consent to safeguard consumer interest while mitigating the risk of harming innovation.
Attribution: Meghna Bal, Dr Vikash Gautam, and Tamanna Sharma. Dark Patterns in Indian Retail: An Empirical Examination. July 2025, Esya Centre.