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Submit your complaint →Shubham Gupta highlights price discrimination on Blinkit & Zepto apps – same product, same time, but different prices for different users. Is algorithmic pricing unfair under Indian law? Read full report on Choice4Voice.com
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Complaint Summary : Differential Pricing on Blinkit & Zepto Apps – Shubham Gupta Raises Serious Consumer Rights Concern
| Field | Details |
|---|---|
| Complainant Name | Shubham Gupta |
| Email ID | Not Provided |
| Complaint Type | Differential Pricing / Unfair Trade Practice |
| Company/Brand | Blinkit, Zepto |
| Product/Service | Espresso Tonic |
| Price Observed | ₹189 (on complainant’s device), ₹123 (friend’s device), ₹104 (colleague’s device) |
| Complaint Source | LinkedIn post by Shubham Gupta |
| Issue Date | September 2025 |
| Action Requested | Transparency in pricing and regulatory intervention |
Case Background
Shubham Gupta, Founder & CEO of Myfirstad, shared his shocking consumer experience with Blinkit/Zepto:
- While attempting to order an Espresso Tonic, his app displayed the price as ₹189.
- When checked on a friend’s phone, the same product showed ₹123.
- Another colleague saw it priced at ₹104.
Same product. Same time. Same app. But three different prices.
At first glance, this appeared to be a technical glitch, but Shubham suspected something bigger algorithmic pricing based on device, data, and consumer behavior.
The Issue: Algorithmic Pricing
Algorithmic pricing refers to the practice where apps use customer data, device type, location, and buying history to adjust prices dynamically.
While dynamic pricing is common in airlines and hotels, its use in daily essential deliveries raises critical questions:
- Is this transparent to consumers?
- Does it constitute discrimination if iPhone users are charged more than Android users?
- Does it violate the Consumer Protection Act, 2019?
Legal Perspective – Consumer Protection Act, 2019
Under Indian law:
- Unfair Trade Practice (Section 2(47)) – Any practice that manipulates consumer choice or discriminates in pricing without transparency can be considered unfair.
- Right to Information (Section 2(9)) – Consumers have the right to clear, transparent, and accurate pricing.
- Discriminatory Pricing – Charging different consumers different amounts for the same product at the same time without justification may fall under unfair trade practice.
Thus, if Blinkit/Zepto are indeed differentiating prices based on device or user profile, it is a potential violation of Indian consumer rights law.
Choice4Voice.com Analysis
- Lack of Transparency – Customers are not informed why prices differ.
- Potential Device-Based Exploitation – iPhone or premium users could be charged higher.
- Erosion of Trust – Such practices damage consumer confidence in quick-commerce platforms.
- Need for Regulatory Oversight – The Competition Commission of India (CCI) and Consumer Affairs Ministry should investigate.
Consumer Impact
- Financial Loss – Paying up to 80–90% more for the same product.
- Hidden Discrimination – Targeting consumers based on perceived affordability.
- Unfair Advantage to Platforms – Increased profits at the cost of consumer rights.
Suggested Actions for Consumers
- Always compare app vs. browser prices before placing an order.
- Take screenshots of pricing discrepancies as evidence.
- Escalate complaints to the company’s grievance redressal officer.
- Report to National Consumer Helpline (NCH) – Call 1915 or visit consumerhelpline.gov.in.
- File a case in Consumer Forum if discriminatory pricing is proven.
Alternatives for Transparent Shopping
- Amazon Fresh / Amazon Pantry – Generally consistent pricing.
- BigBasket – Provides transparent breakdowns.
- JioMart – Focuses on competitive, transparent pricing.
Frequently Asked Questions (FAQs)
Q1: What is algorithmic pricing in apps?
It’s when apps use your device type, purchase history, and browsing behavior to adjust prices dynamically.
Q2: Is algorithmic pricing legal in India?
Only if it’s transparent. If discriminatory or hidden, it may violate the Consumer Protection Act, 2019.
Q3: Can Blinkit or Zepto charge different users different prices?
Yes, but they must be transparent. Hidden differential pricing can be challenged.
Q4: How can consumers protect themselves?
By comparing prices on multiple devices/browsers and reporting discrepancies to regulators.
Q5: Does the Consumer Forum accept such complaints?
Yes. Consumers can file cases citing unfair trade practice.
Q6: Why are app and browser prices different sometimes?
Companies add app-only charges, convenience fees, or use data-driven algorithms.
Q7: What penalties can companies face?
If found guilty, companies may face fines, refunds, and stricter monitoring under consumer law.
Q8: Are international companies also scrutinized for this?
Yes. Globally, regulators are tightening controls over AI-driven dynamic pricing.
Q9: What should Blinkit and Zepto do to regain trust?
Adopt transparent pricing policies and ensure equal pricing for the same product across platforms.
Q10: How can Choice4Voice.com help?
By giving a public platform for such complaints, increasing visibility, and pressuring companies for fairer practices.
✅ If you have faced differential pricing or hidden charges on Blinkit, Zepto, or other platforms, you can submit your complaint at Choice4Voice.com. We ensure it gets public visibility and regulatory attention.
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