The Anatomy of a Drip
This practice, known as ‘drip pricing’, is a strategy where only a part of an item's full price is advertised upfront. The rest of the cost—including mandatory taxes, platform fees, convenience charges, and other unavoidable surcharges—is revealed bit
by bit, or ‘dripped’, during the checkout process. By the time the final amount is displayed, you have already invested time and effort, making you more likely to proceed with the purchase despite the higher price. In India, this has been officially recognised as a 'dark pattern', a deceptive design intended to manipulate consumer behaviour. The Central Consumer Protection Authority (CCPA) has even begun to take action against companies for these misleading practices.
A Deceptive Psychological Game
Drip pricing is effective because it exploits a cognitive bias known as the 'anchoring effect'. The initial low price you see becomes a psychological anchor, making all subsequent prices seem relative to that first number. As additional fees are added, the incremental increases may feel small, even if the final total is significantly higher than your initial budget. Businesses bank on the idea that once you've entered your personal details and mentally committed to the purchase, the hassle of starting your search over again will seem too great. This subverts rational decision-making and pressures users into transactions they might have otherwise avoided.
Navigating the Skies of Hidden Fees
The travel industry, particularly airlines, is a prime example of this phenomenon. While the Directorate General of Civil Aviation (DGCA) has introduced rules requiring airlines to 'unbundle' services like seat selection and baggage, allowing customers to opt-in rather than opt-out, the core issue of a fragmented price display remains. You might see a low base fare, but mandatory airline fuel charges, user development fees, passenger service fees, and GST are often added much later in the booking process. Even though regulations aim for transparency, the final payable amount is frequently obscured until the very end, making true comparison between carriers a difficult task.
It's Not Just About Air Travel
This issue extends far beyond flights. When booking a hotel, you might be surprised by mandatory 'resort fees' or 'destination fees' that cover amenities you may not even use. E-commerce platforms, food delivery apps, and ticket booking sites are also notorious for adding 'convenience fees', 'platform charges', or 'handling fees' at the final step. A survey by LocalCircles found that despite government guidelines against dark patterns, drip pricing was still prevalent on many major Indian e-commerce sites, including Flipkart, Myntra, and MakeMyTrip. These small, often unexplained charges can add up, turning a perceived bargain into a costly transaction.
How to Become a Smarter Shopper
While regulators are cracking down, the best defence is to be a vigilant consumer. First, always proceed to the final checkout page before making a decision; this is the only way to see the total, all-inclusive price. Second, when comparing options, make sure you are comparing the final checkout prices, not the initial advertised ones. Third, read the fine print. Look for details on what is included in the price and what is considered an extra. For packaged goods, the Maximum Retail Price (MRP) is legally required to be inclusive of all taxes, so no one can charge you above that. Finally, if you encounter what you believe is a misleading price, don't hesitate to report it. The Department of Consumer Affairs encourages consumers to report drip pricing instances via the National Consumer Helpline.
