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Indian Express
4 days ago
- Business
- Indian Express
Prime Video, now with ads: Today's digital citizen is paying more for less
Written by Mrinalini Naik The rapid growth of India's digital ecosystem over the last two decades has transformed how millions of people communicate, shop, learn, and entertain themselves. As India continues its digital surge, a growing number of users are facing a strange irony: The more dominant a platform becomes, the worse the experience gets. E-platforms once promised access, speed, convenience, control, a diverse selection and affordability. For a while, they delivered. But somewhere along the way, the user became less of a priority and more of a target. What we're witnessing now is the decay of digital platforms, a process that has earned a fitting name: 'Enshitification'. Coined by Canadian-British journalist Cory Doctorow, the term refers to how online platforms degrade over time: First serving users, then business clients, and eventually just themselves. For instance, recently, Amazon Prime notified its members that starting June 17, 2025, Prime Video will include advertisements, and if the members want to have an 'ad-free experience' on the OTT platform, they'll have to pay an additional fee on top of the standard Prime membership charges. Similarly, a few days back, both Zomato Gold and Swiggy One updated their terms to include 'rain-surge fees' even for premium subscribers. What began as loyalty programs offering free delivery and priority service now resemble subscription traps that add cost while subtracting value. These are not isolated incidents but part of a deliberate business model shift. As user growth plateaus, platforms turn inward, optimising for revenue per user, not user experience. Loyalty is no longer rewarded, it's priced. Coupons dry up for returning customers, free delivery becomes elusive, and core features are throttled behind new paywalls. Customer care has become bot-driven, and live human support is hidden behind multiple steps or unavailable. This phenomenon is plainly visible across India's digital ecosystem. Platforms like Spotify and YouTube constantly flood users with unskippable ads to push premium plans. From e-commerce to grocery and food delivery apps, users are now confronted with an escalating mix of non-negotiable 'platform fees' or 'handling charges' on every order. Multiple layers of fees, like delivery charges for smaller baskets, packaging fees, and surge pricing during peak hours, are added, and membership terms shrink in value over time. If this sounds like paying more to get less, that's because it is. The logic behind this model is simple: Once platforms scale to achieve market dominance and user dependence to become indispensable, monetisation intensifies. Charges once optional become default. However, 'enshitification' is not just limited to fees or the push for paid subscriptions; it's about all the systemic processes that degrade user experience. One such process is device-based price discrimination done by platforms. In 2025, a storm of user complaints and reports revealed that many platforms, specifically quick commerce and ride-hailing apps, were charging more to iPhone users than to Android users for the same route and time, based solely on device data. This profiling, based purely on perceived purchasing power, occurs without consent, transparency, or recourse. From the consumer perspective, it raises serious concerns about fairness, especially in the absence of clear disclosure by platforms. Another issue is that platforms are increasingly relying on dark patterns, that is, manipulative UI/UX to trick users into unwanted choices. Some of these patterns are: Creating 'false urgency', where fake limited stock countdowns push users into hasty decisions; 'basket sneaking', which involves adding unwanted items to the cart or auto-ticking donation boxes without consent; 'drip pricing', where hidden charges appear only at checkout; 'search bias', when platforms prioritise paid listings or ads over more relevant results burying small or local businesses that may offer better value or service; 'nagging', where platforms send continuous notifications or requests to purchase unintended goods or services; and 'subscription trap', making cancellation of paid membership difficult and complex. These patterns are inherently opaque, designed to mislead and extract more without the user actively realising it. To address this issue in 2023, the Central Consumer Protection Authority (CCPA) issued guidelines under the Consumer Protection Act, 2019, identifying a range of such manipulative practices (dark patterns) for prevention and regulation of those. However, the non-binding nature of Annexure-I (which provides specified dark patterns illustrations) offers guidance and not interpretation of the law. This grants the CCPA scope to offer new explanations of the mentioned practices, creating uncertainty and ambiguity in enforcement procedures. This provides a loophole for the digital platforms to continue indulging in dark patterns. Currently, India's legal framework for digital platforms addresses several important areas through the Consumer Protection Act, 2019 and E-Commerce Rules, 2020. These mandate transparency in pricing and prohibit unfair trade practices; the Information Technology Rules, 2021 requires platforms to publish terms of use and establish grievance redress mechanisms; the Digital Personal Data Protection Act, 2023 ensures user consent and privacy; and the Competition Act,2002, prohibits practices like predatory pricing or market dominance abuse. However, none of these laws directly regulate user experience or interface design. Additionally, all these regulations are reactive, addressing harm after it occurs. What India needs right now is a forward-looking, ex-ante regulatory approach, inspired by global standards for governing user experience on digital platforms. Much like the EU's Digital Markets Act, the proposed Digital Competition Bill in India, if passed, will be an ex-ante regulation addressing some issues like self-preferencing of products by platforms, restricting users from using third-party applications on their core digital services or tying-bundling of non-essential services to those demanded by users. Though it's a welcome move to improve user experience to some extent, to truly address 'enshitification', India still needs legal frameworks on design and algorithm transparency standards, clearer definitions and binding regulations on dark patterns and mandatory UX audits for large platforms. The writer is an advocate at the Supreme Court of India
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Business Standard
4 days ago
- Business
- Business Standard
Swiggy's Corporate Reward: Save on meals, dineouts by using your work email
If you're a working professional juggling packed schedules, late nights, team lunches, or spontaneous weekend plans, there's good news on the table—Swiggy has officially rolled out its Corporate Rewards Programme across 7,000 companies in India, offering exclusive discounts, perks, and cashback opportunities designed just for you. And it's not stopping there—the programme is set to expand to over 15,000 organizations by the end of 2025. What Is Swiggy's Corporate Rewards Programme? Swiggy's Corporate Rewards is a new benefits programme aimed at salaried professionals. Think of it as a loyalty package for people who work hard—and eat often. All you have to do is verify your official work email inside the Swiggy app, and you unlock a buffet of exclusive benefits tailored for office-goers. These perks are live in India's major business hubs: Delhi NCR, Mumbai, Bengaluru, Chennai, Hyderabad, Noida, Pune, and Kolkata, with more cities joining soon. Discounted Swiggy One Memberships – Save on delivery fees and get priority customer support ₹125–₹200 Off on regular food delivery orders 20% Off on Large Orders – Ideal for office lunches, team meetings, or house parties Up to ₹2,000 Off on Swiggy Dineout – Perfect for after-hours dinners or weekend outings These savings can easily add up to ₹1,000–₹3,000 monthly, depending on your usage—money that can be redirected to savings, investments, or guilt-free splurging. Who can use it? The program is open to employees across a wide range of industries, including: IT/Software & Consulting E-commerce & Fintech Banking & Insurance Manufacturing, FMCG, and Auto Media, Retail, Pharma, Healthcare, Education, and many more All it takes is verifying your work email ID in the Corporate Rewards section of the Swiggy app. How to get started? Open the Swiggy app Go to 'Corporate Rewards' in the menu Enter and verify your official company email ID Once verified, all perks and offers are automatically unlocked. "Whether it's a working professional looking for reliable lunch options during a busy day, a team celebrating a successful project, a late-night worker seeking comfort food after hours, planning a weekend get together with friends, or hosting a group of friends on a match day, Swiggy's Corporate Rewards Program makes the experience more rewarding and cost-effective. With exclusive offers designed for those with busy schedules, we're helping people save time, save money, and still eat well — no matter where work takes them," said Deepak Maloo, Vice President-Food Strategy, Customer Experience and New Initiatives. Last month Swiggy launched the Students Rewards Programme, a youth-focused initiative that offers never-before, exclusive discounts and benefits to lakhs of college students across campuses in the country. Students can avail 3 months subscription of Swiggy One and One Lite at discounted rates for free deliveries and extra discounts. They can also get flat ₹200 off on food delivery orders above ₹699/₹799/₹899—perfect for those group meals and weekend hangouts.
Time of India
22-05-2025
- Business
- Time of India
Vodafone Idea enhances family plans, enables ₹299 per member add-on feature
NEW DELHI: Vodafone Idea (Vi) on Thursday said its Family Postpaid subscribers can add up to eight secondary members, by paying ₹299 per member, to their existing family plan. The move is aimed at bolstering the telecom carrier's average revenue per user (ARPU), enhancing stickiness to its network while adding more users. Vi's new add-on feature ensures each member, who is part of the plan, gets 40GB high-speed monthly data, the telco said. 'At ₹299 per connection, it is one of the most competitive options in the market, offering excellent value and convenience,' it added. PlansNumber of ConnectionsNo. of add-on secondary members at Rs299/memberPrimary Member getsPlan Benefits, applicable only for primary member (Any 2)Secondary member getsVi Max Family 7012 (1 Primary + 1 Secondary)Can add upto 7 additional members70GB + unlimited night data, 12 am to 6 am + 200GB rollover data, Unlimited Calls & 3000 SMSVi Movies & TV (Three months of Zee5, SonyLIV, Jio Hotstar & more)Amazon Prime (Six months trial with paid yearly auto-renewal)Jio Hotstar (One year of mobile-only subscription)Sony LIV (365 days of mobile-only subscription)Ease My Trip (One year access to a flat discount of Rs 750 every month on return flights)Norton Security (One year of Mobile Security at no extra cost)SwiggyOne (1 year access to 2 coupons of SwiggyOne quarterly membership)Eazy Diner (1 year access to 2 coupons of Eazy Diner Prime quarterly membership)(*SwiggyOne and Eazy Diner benefits can be chosen only with ₹1201 and ₹1401 plans)40GB + 200GB rollover data, Unlimited Calls & 3000 SMSVi Max Family 12014 (1 Primary + 3 Secondary)Can add upto 5 additional members140GB + unlimited night data, 12 am to 6 am + 200GB rollover data, Unlimited Calls & 3000 SMS40GB + 200GB rollover data, Unlimited Calls & 3000 SMSVi Max Family 14015 (1 Primary + 4 Secondary)Can add upto 4 additional members140GB + unlimited night data, 12 am to 6 am + 200GB rollover data, Unlimited Calls & 3000 SMS40GB + 200GB rollover data, Unlimited Calls & 3000 SMS This would benefit subscribers of plans such as Vi Max Family ₹701, which currently includes two connections – one primary and one secondary, by allowing them to add up to sevem additional secondary members. Vi's existing Family Postpaid range, which includes data, OTT, voice and SMS benefits for two to five members, starts from ₹701. Vi's Family Postpaid plans simplify account management through single billing, individual data allocation, and substantial cost savings. 'This new feature strengthens Vi's commitment to delivering practical and tailored solutions to the evolving needs of Indian families,' the telco said.
Time of India
16-05-2025
- Business
- Time of India
Swiggy launches exclusive discount programme for students
Food delivery platform Swiggy on Friday launched an exclusive discount programme for students, which allows them to subscribe to Swiggy One and One Lite programmes at a discounted rate. 'Students can avail of three months' subscription of Swiggy One and One Lite at discounted rates for free deliveries and extra discounts. They can also get flat Rs 200 off on food delivery orders above Rs 699/ Rs 799/ Rs 899,' the company said in its filing. Currently, the Students Reward Programme is live in close to 2,000 campuses across 200 cities, including Delhi, Bengaluru, Pune and Mumbai, as well as small towns like Dehradun, Rajkot, Sonipat and Patiala. The company is planning to expand the programme to over 4,500 campuses by July 2025. Under the programme, which is for students aged between 18 and 25, a 20% discount on Dineout bills above Rs 799 is also available. Play Video Pause Skip Backward Skip Forward Unmute Current Time 0:00 / Duration 0:00 Loaded : 0% 0:00 Stream Type LIVE Seek to live, currently behind live LIVE Remaining Time - 0:00 1x Playback Rate Chapters Chapters Descriptions descriptions off , selected Captions captions settings , opens captions settings dialog captions off , selected Audio Track default , selected Picture-in-Picture Fullscreen This is a modal window. Beginning of dialog window. Escape will cancel and close the window. Text Color White Black Red Green Blue Yellow Magenta Cyan Opacity Opaque Semi-Transparent Text Background Color Black White Red Green Blue Yellow Magenta Cyan Opacity Opaque Semi-Transparent Transparent Caption Area Background Color Black White Red Green Blue Yellow Magenta Cyan Opacity Transparent Semi-Transparent Opaque Font Size 50% 75% 100% 125% 150% 175% 200% 300% 400% Text Edge Style None Raised Depressed Uniform Drop shadow Font Family Proportional Sans-Serif Monospace Sans-Serif Proportional Serif Monospace Serif Casual Script Small Caps Reset restore all settings to the default values Done Close Modal Dialog End of dialog window. by Taboola by Taboola Sponsored Links Sponsored Links Promoted Links Promoted Links You May Like O carro de Paolla Oliveira choca o mundo inteiro, a prova em fotos! 33 Bridges Undo This marks Swiggy's expansion of food delivery use cases. Besides its regular food delivery service, Swiggy offers 10-minute food delivery under Bolt. It also has an in-house rapid food delivery segment called Snacc as an independent app. In fact, Swiggy is banking on Bolt to boost growth and market share in the food delivery sector, despite Zomato's exit from a similar venture. Live Events In a conversation with ET, Rohit Kapoor, CEO of Swiggy's food marketplace, said, 'If you look at the macro picture across the board, you will see that the consumer is used to faster deliveries. We started food delivery in 30 minutes and then Instamart delivered in 10 minutes. Now, consumers have started believing even 30 minutes is slow. So, the reshaping of consumer expectations has happened.' Discover the stories of your interest Blockchain 5 Stories Cyber-safety 7 Stories Fintech 9 Stories E-comm 9 Stories ML 8 Stories Edtech 6 Stories Also Read: Zomato ends rain fee waiver for Gold members as losses balloon
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Business Standard
16-05-2025
- Business
- Business Standard
Free deliveries, Rs 200 off, Rs 49 Swiggy deals: Student rewards explained
Swiggy has just made student life more affordable—and a lot tastier. With the launch of its Student Rewards Programme, Swiggy is offering exclusive perks like free deliveries, flat Rs 200 discounts, and deals starting at just Rs 49, tailored for students aged 18–25 across India. What's in it for students? Free Swiggy One / One Lite for 3 Months: Unlock free deliveries and extra discounts on your favourite meals without shelling out extra. Flat Rs 200 Off: On food delivery orders above ₹699, ₹799, or ₹899—perfect for those weekend hangouts or post-exam celebration treats. Deals starting at ₹49: Craving snacks but running low on cash? Students get access to flat-value discounts and flash deals as low as Rs 49. Extra 20% Off on Dineout Bills: Love dining out? Enjoy an additional 20% off on restaurant bills over ₹799 at top eateries. Who can join? Swiggy's program is currently active in 2000 campuses across 200+ cities, from metros like Delhi, Bengaluru, Mumbai, Pune, to student-centric towns like Patiala, Rajkot, Dehradun, and Sonipat. The platform plans to cover over 4500 campuses by July 2025. How to enroll? To enroll, students simply need to verify their college email ID in the 'Student Rewards' section of the Swiggy app. If your college isn't listed yet, you can request inclusion by emailing your college email ID to swiggyforstudents@ Open the Swiggy app Tap on the Account tab Click on 'Student Rewards' Verify your college email ID (e.g., name@ Once verified, unlock all the exclusive offers instantly! "The Students Rewards Program is Swiggy's way of being a part of the lives of students, not just as a convenience platform, but as a trusted companion in their college journey. We understand that for a large number of youngsters living away from home, whether in big cities or smaller college towns, food is often their closest connection to comfort, routine, and home. Swiggy's new offering is especially designed to cater to students and unlocks specially curated, exclusive perks and access to incredible offers instantly," said Deepak Maloo, Vice President, Swiggy Food Marketplace. Built for students between 18 to 25 years of age, the program serves both hostel residents and day-boarders, those who live on campus as well as those who order in between classes or while commuting. The benefits can be availed even while students are at home or on their internships, in a city different from the campus location.
