What began as Swiggy's ₹2 "platform fee" experiment in 2023 has evolved into an industry-wide practice, with the fee now reaching ₹10 plus GST. Major platforms including Zomato, BlinkIt, Zepto, and Amazon have adopted similar charges, with Amazon introducing a ₹5 "marketplace fee" last month.

While these fees generate modest revenue - Zomato earned ₹83 crore in FY24 - they represent platforms' push toward profitability amid slim margins. EY-Parthenon's Digvijay Ghosh called such fees "inevitable" as companies focus on sustainable business models.

However, consumer advocates raise concerns about potential anti-competitive practices and transparency issues. CUTS director Amol Kulkarni highlighted the need for clearer upfront disclosure of charges, warning against platforms acting in tandem to increase consumer costs across the industry.