Data is the new oil… how companies refine it… defines their legacy.

Ather Energy, India’s trailblazing electric scooter manufacturer, has shown that customer data can be harnessed ethically and intelligently to elevate user experience, drive innovation, and build trust.

Meanwhile, Zomato, a household name in food delivery, has come under fire for allegedly using customer data not to serve, but to squeeze—charging different prices for the same service and layering fees in ways that feel more exploitative than empowering.

Big salute to Ather… huge respect…to Tarun and Swapnil and all others at Ather….

Ather Energy’s approach to data is a masterclass in responsible innovation. Ather has transformed raw data from over 225,000 vehicles enabling:

• Pothole Alerts: Uses fleet intelligence and IMU sensors to warn riders about rough road patches ahead… pothole alert kaun detha hai yaar?… itna khayal customers ki kon rakhta hai?… abhi rulayaga kya?
• Crash Alerts: Detects major accidents and automatically notifies emergency contacts with live location.
• ParkSafe & LockSafe:
  • ParkSafe: Warns about unsafe parking zones.
  • LockSafe (theft protection): Lets users remotely immobilize their scooter via the app
• Remote Charging Control: Start/stop charging and even shut down the vehicle directly from the app.
• Charge Drive Controller: Integrates onboard charger with motor controller, eliminating the need for portable chargers.
• Natural Voice Commands: Riders can now interact with their scooters using voice, powered by a large language model tuned to Indian dialects.
• Proactive Alerts: Real-time notifications for tyre pressure, live location sharing (especially useful during late-night rides), and system warnings.
• Cricket Score Updates: Yes, your dashboard can now keep you updated on match scores while you ride.

Ather’s commitment to data access and using it to refine every touchpoint of the customer journey is a shining example of how technology can serve people—not exploit them.

Zomato: Data-Driven Disparity

Contrast this with Zomato, which has faced mounting criticism for its pricing practices. There is a growing concern about how platforms like Zomato may be using behavioral data to manipulate pricing.

While there’s no official confirmation that Zomato adjusts prices based on how quickly a user places an order, their dynamic pricing model is well-documented. According to analysis of their marketing strategy, Zomato’s prices can fluctuate by up to 50% depending on demand, location, and delivery logistics. This means:

• If you order during peak hours or from a high-demand area, you might pay more.
• If you hesitate or browse longer, the algorithm might interpret that as price sensitivity and offer discounts—or the opposite, if it sees urgency.

Some users have speculated that fast clicks signal impulsiveness, which could be exploited to charge higher fees. While this hasn’t been proven publicly, it’s not far-fetched given how other tech platforms use micro-behavioral cues to optimize revenue

• Different prices for identical orders depending on location, time, or user profile.
• Layered fees like “rainy weather surcharge” and “platform fee” that overlap in purpose.
• Opaque pricing algorithms that leave users guessing and frustrated.

This isn’t just poor optics—it’s a breach of consumer trust. When two customers pay different amounts for the same service, it raises serious questions about fairness, transparency, and regulatory oversight.

A Call for Accountability

It’s time the government stepped in to control GREEDY companies like Zomato. Differential pricing for identical services, especially when powered by user data, borders on discriminatory practice. The Competition Commission of India has already initiated antitrust investigations into Zomato and its peers for alleged predatory pricing and anti-competitive behavior6. But more needs to be done:

• Mandate pricing transparency for digital platforms.
• Ban discriminatory pricing algorithms that exploit user data.
• Enforce penalties for companies that misuse consumer trust.

Conclusion: The Choice Is Clear

Ather Energy proves that data can be a force for good—driving efficiency, delight, and loyalty.

Zomato, on the other hand, serves as a cautionary tale of what happens when data is weaponized for profit.

As consumers, we must demand better. As a society, we must reward companies that respect us—and hold accountable those that don’t.