DARK PATTERNS IN INDIAN DIGITAL INTERFACES: PREVALENCE, CULTURAL PERCEPTION AND USER EDUCATION

Manipulative design practices, known as dark patterns, are increasingly prevalent in digital interfaces, exploiting user vulnerabilities to benefit service providers at the expense of autonomy and well-being. In India’s rapidly expanding digital market, with over 700 million internet users, these tactics pose unique ethical challenges due to cultural nuances, limited digital literacy, and regulatory gaps. This thesis investigates dark patterns in Indian digital interfaces through a three-phase mixed-methods approach. Phase 1 identifies and categorizes prevalent dark patterns across popular Indian apps (e.g., e-commerce, financial services, social media). Phase 2 explores cultural perceptions via qualitative analysis, revealing themes like collectivism and trust in authority shaping responses to manipulation. Phase 3 proposes educational recommendations, exemplified by the "Dark Pattern Defense Cards," a modular tool co-designed with users to enhance recognition and resistance. Findings indicate culturally adapted dark patterns (e.g., "Auspicious Timing Urgency") exploit Indian social norms, while education can empower users. This study contributes to HCI by contextualizing dark patterns in India, offering actionable strategies to foster ethical digital interactions.