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Dark patterns

by Sohom Banerjee and Dr. Sumanta Dutta
Indian Management January 2026

As e-commerce platforms increasingly shape consumer choices, dark patterns in UI/UX design manipulate behaviour, erode trust, and challenge India’s evolving legal and regulatory framework.

Sohom Banerjee is a Doctoral Fellow at Jaipuria Institute of Management, Noida.

Dr. Sumanta Dutta is Assistant Professor, Postgraduate and Research Department of Commerce (M. Com), St. Xavier’s College (Autonomous), Kolkata.

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