Enshittification Alert: 5 Shocking Ways Indian Consumer Tech Is Betraying Users Today

Indian consumer tech companies may be entering their “enshittification” phase—a term coined by Cory Doctorow to describe the steady decline in user experience as companies prioritize profits over people. A recent personal experience highlighted this trend when the author chose Porter over Nobroker for moving services, after noticing Nobroker’s questionable surge pricing for advance bookings. Similar patterns were observed across platforms like Zomato, which subtly increased its “platform fee” from ₹7 to ₹10, and Cred, which attempted to upsell a “fraud shield” that felt ironically scam-like.

These aren’t isolated cases; across logistics, food delivery, and fintech, platforms are introducing sneaky charges while offering diminishing value. The frustration lies not in paying more, but in getting less transparency and user-first service in return. Once-trusted platforms are now treating users more like revenue sources than loyal customers. This shift reflects a larger industry trend where innovation has taken a backseat to monetization tactics. A deeper dive into this issue is explored in the latest episode of Two by Two, featuring experts who unpack what this means for the future of Indian tech.

Enshittification Alert: 5 Shocking Ways Indian Consumer Tech Is Betraying Users Today

Moving into a new apartment is stressful enough without having to deal with hidden fees and surge pricing. Recently, while searching for packers and movers, I found myself choosing between Porter and Nobroker. Both offered similar services, but one detail made all the difference: Nobroker had surge pricing even for bookings made days in advance. Surge pricing during peak hours or last-minute requests? Understandable. But days ahead? It felt like a blatant cash grab. I opted for Porter instead—not because they were exceptional, but because Nobroker’s approach left a bad taste.

This isn’t an isolated issue. Across India’s consumer tech landscape, companies are quietly rolling out fees, price hikes, and questionable features that prioritize profits over user experience. Take Zomato. A few months ago, they introduced a ₹7 “platform fee” during checkout. Now, it’s ₹10, framed as a “contribution”—as if users are donating to a cause rather than paying a mandatory charge. It reminded me of Dbrand, a tech accessory brand with a cheeky “(not) Extortion” page where customers can “voluntarily” pay extra for nothing. At least Dbrand is transparent about the absurdity.

Then there’s Cred. Known for its flashy rewards, the app recently tried to upsell me a “fraud shield” to protect against online scams. The irony? The pushy pop-up felt like a scam itself. Why should users pay extra for basic security—something platforms should ideally provide by default?

These examples point to a larger trend: apps and services we once relied on are becoming less user-friendly and more exploitative. Cory Doctorow, a journalist, calls this “enshittification”—a process where companies gradually degrade their platforms, squeezing users and partners once they’ve locked them in. Indian consumer tech, it seems, is knee-deep in this phase.

The Slow Erosion of Trust

The problem isn’t just rising costs—it’s the way companies are going about it. Surge pricing, hidden fees, and gimmicky add-ons erode trust. For instance, when a logistics app charges extra for bookings made days in advance, it feels arbitrary. When a food delivery app disguises a fee as a “contribution,” it’s manipulative. And when a finance app monetizes basic security, it raises questions about its priorities.

This shift isn’t accidental. Many consumer tech companies, after years of subsidizing services to attract users, are now under pressure to turn profits. Investors want returns, and growth is slowing. So, they resort to “enshittification”: extracting more money from users while cutting costs—often at the expense of service quality. Delivery times get longer, customer support vanishes, and algorithms push paid promotions over genuine needs.

Why This Matters

The fallout goes beyond frustration. When companies prioritize short-term gains, they risk long-term loyalty. Users aren’t fools—they notice when a ₹3 fee becomes ₹10, or when surge pricing feels unjustified. Platforms like Zomato or Swiggy once won users by solving real problems (like food delivery in a chaotic market). Now, they’re seen as utilities that nickel-and-dime customers.

Worse, this trend stifles innovation. Instead of improving core services, companies focus on monetizing existing features. For example, e-commerce apps now charge sellers higher commissions while bombarding buyers with ads. The result? A cluttered experience where neither side wins.

Is There a Way Out?

In a recent podcast episode of Two by Two, hosts Rohin Dharmakumar and Praveen Gopal Krishnan explored this very issue. Guests Aditya Suresh (Macquarie) and Abhishek Madan (ex-Paytm) highlighted how companies are trapped between investor expectations and user satisfaction. The solution? A return to building trust. Transparent pricing, fair policies, and genuine value addition can differentiate brands in a crowded market.

But the bigger question is: will companies listen? For now, the race to monetize often overshadows the need to innovate. Until users push back—by switching platforms or demanding accountability—the enshittification cycle will continue.

The Bottom Line

Indian consumers deserve better than platforms that see them as walking wallets. The golden age of consumer tech promised convenience and value. Today, that promise feels broken. Whether it’s food delivery, fintech, or logistics, the lesson is clear: companies that prioritize profits over people risk becoming irrelevant. After all, loyalty is fragile—and once lost, it’s hard to regain.