The Rise of Social Media-Driven Shopping in Kashmir
By: Javid Amin
Srinagar 19 March: In the bustling streets of Srinagar, where the aroma of saffron mingles with the vibrant hues of Pashmina shawls, a new shopping revolution has taken hold. Over the last decade, social media platforms like Instagram, Facebook, and WhatsApp have transformed how Kashmiris discover deals, connect with brands, and make purchases. The convenience of scrolling through feeds to find “four products for ₹1,000” or “70% off limited-time offers” has lured millions into a digital marketplace brimming with promise.
But beneath the glossy veneer of these promotions lies a troubling trend: fake sales tactics designed to manipulate, mislead, and monetize consumer trust. Recent reports from Srinagar reveal a surge in complaints about bait-and-switch schemes, counterfeit stock, and influencer-endorsed scams. This article delves into the anatomy of these deceptive practices, their psychological toll, and the urgent need for accountability in India’s evolving retail landscape.
The Bait-and-Switch Playbook Exposed
From “Four for ₹1K” to “Two for ₹1K”: How Retailers Trap Shoppers
The term “bait-and-switch” might sound like a relic of 20th-century door-to-door salesmen, but it’s thriving in Srinagar’s digital bazaars. Here’s how it works:
- The Bait: A dazzling social media ad promotes an irresistible offer—say, four premium clothing items for ₹1,000. Influencers with thousands of followers amplify the deal, urging users to “DM for location details!”
- The Switch: When customers arrive at the store, they’re told the offer “expired yesterday.” Instead, they’re pressured to buy two items for the same ₹1,000—often lower-quality products or counterfeits.
Why It Works:
- Scarcity Mindset: Fake deadlines (“Offer ends tonight!”) create urgency.
- Social Proof: Influencers legitimize the deal.
- Sunk Cost Fallacy: After traveling to the store, customers feel compelled to buy something.
A Srinagar local, Ayesha Malik, shared her ordeal: “I drove 45 minutes to a store in Lal Chowk after seeing a reel about discounted Pashminas. The shopkeeper laughed and said, ‘That offer’s gone—but I have these cheaper stoles.’ I left feeling humiliated.”
Voices of the Duped – Customer Stories from the Ground
“I Felt Like a Fool”: Emotional Fallout of Fake Promotions
The human cost of these tactics goes beyond wasted money. Interviews with affected customers reveal:
- Betrayal: Trust in influencers and local businesses erodes.
- Embarrassment: Many hesitate to report scams, fearing judgment.
- Financial Strain: For low-income families, ₹1,000 represents a week’s groceries.
Real-Life Accounts:
- Rahul Gupta, College Student: “I saved for months to buy headphones advertised as ‘50% off.’ At the store, they said the deal was ‘online only’ and upsold me a defective pair.”
- Fatima Begum, Homemaker: “They promised branded cookware but gave me flimsy knockoffs. When I refused, the staff became aggressive.”
Behind the Counter – Shopkeepers Speak Out
“We’re Trapped Too”: The Retailer’s Dilemma
Not all shopkeepers are villains. Some admit to being coerced into unethical practices:
- Supplier Pressure: Brands often force retailers to clear outdated stock through “special offers.”
- Survival in a Competitive Market: With e-commerce giants like Amazon undercutting prices, small businesses resort to gimmicks.
Anonymous Confession from a Srinagar Retailer:
“Last month, our supplier sent 200 counterfeit perfume bottles. We had to market them as ‘luxury fragrances at 80% off’ or face losses. I hate lying, but what choice do I have?”
The Legal Lens – Is Bait-and-Switch Illegal in India?
Consumer Protection Act 2019: A Shield Against Deception
India’s updated Consumer Protection Act explicitly bans “unfair trade practices,” including:
- False representation of goods/services.
- Fake offers with no intention of fulfillment.
Steps to Fight Back:
- Document Everything: Screenshot ads, save receipts.
- File a Complaint: Visit the National Consumer Helpline (NCH) portal or call 1915.
- Escalate: Approach the District Consumer Disputes Redressal Commission for compensation.
Lawyer Anika Verma’s Advice: “If a shop refuses to honor an advertised deal, that’s breach of trust. Consumers have the right to sue for damages.”
The Psychology of Deception – Why We Fall for Scams
Cognitive Biases and the Art of Manipulation
Behavioral experts explain why even savvy shoppers get duped:
- Anchoring Effect: The initial “four for ₹1K” sets a mental benchmark, making the “two for ₹1K” seem reasonable.
- FOMO (Fear of Missing Out): Limited-time offers trigger impulsive decisions.
- Authority Bias: Influencers act as modern-day salespeople, leveraging follower trust.
Influencers Under Fire – The Role of Social Media Stars
When Collaboration Becomes Exploitation
Influencers promoting these deals often plead ignorance:
- Fashion Influencer Zara Khan: “I just share what brands send me. How do I know if their offers are real?”
ASCI Guidelines for Ethical Promotions:
- Disclose Partnerships: Use #Ad or #PaidPromotion.
- Verify Claims: Cross-check discount details before posting.
- Avoid Misleading Content: Don’t exaggerate product benefits.
Solutions – Building a Fraud-Proof Marketplace
From Awareness to Accountability – A Collective Fight
For Consumers:
- Reverse Image Search: Check if product photos are stolen from legit sites.
- Check Reviews: Search for the store’s name + “scam” online.
- Use Secure Payment Apps: Avoid paying in cash; digital transactions leave a trail.
For Regulators:
- Mandatory Verification: Social platforms should authenticate ads before publishing.
- Heavier Fines: Penalize repeat offenders with ₹10+ lakh fines.
For Businesses:
- Transparency: Honor advertised deals, even if it means short-term losses.
- Loyalty Programs: Reward returning customers with genuine discounts.
Beyond Srinagar – A Global Problem
From New York to New Delhi: Bait-and-Switch Knows No Borders
- USA: FTC reports 30,000+ bait-and-switch complaints annually.
- UK: Watchdog groups fine retailers like DFS £870,000 for fake “closing down” sales.
- India: Mumbai’s electronics hubs face similar scams, per Consumer Voice NGO.
Bottom-Line: Reclaiming Trust in the Digital Bazaar
The allure of a “good deal” will never fade, but vigilance must evolve with scammers’ tactics. By combining legal action, ethical influencer practices, and consumer education, we can transform social media from a hunting ground for fraudsters into a space of genuine connection and commerce.
As Kashmiri activist Arif Sheikh puts it: “Trust is like a Pashmina shawl—once torn, it’s hard to mend.” Let’s weave a stronger fabric of accountability.
