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PurposeBangladesh recently experienced frequent demonstrations by drivers of ridesharing applications. Since the drivers are not excluded from the technology environment, rather they are a part of the digital ecosystem, these protests may point toward the existence of unequal interactional outcomes for different stakeholders afforded by the digital system within the country's social and cultural contexts. This research is an attempt to unveil the reasons behind value inequality experienced by drivers of ridesharing applications in Bangladesh and understand how power asymmetries influence adverse digital incorporation that can result in the emergence of resistance.Design/methodology/approachWe obtain the data by conducting interviews with 91 drivers of ridesharing platforms in Dhaka, Bangladesh and analyze our data using thematic analysis. We propose an integrated framework unifying adverse digital incorporation (ADI) with the "powercube" model to illuminate our inquiry.FindingsWe find the existence of all three drivers to ADI – ignorance/deceit, direct compulsion and exclusion – exclusion being the most prevalent – that are experienced by the drivers of ridesharing applications in Bangladesh. We also find support for the four causes behind value inequality – design inequality, resource inequality, institutional inequality and relational inequality with the respondents placing the highest emphasis on relational inequality. There are visible, hidden and invisible forms of power involved in how the drivers are incorporated into the ridesharing platforms. The forms of power in the platform environment are exercised primarily in closed spaces and the invited spaces for the drivers are very few. The drivers in response to the closed spaces of power create their own space (claimed space) through the help of social media and other messaging apps. We also find that the power over the drivers is exercised at global, national and local levels.Practical implicationsOur research identifies norms specific to the social and cultural contexts of Bangladesh and can help decision-makers to make more informed choices during the formulation of future digital platform guidelines. Based on the research findings, the paper also makes short-term and long-term policy recommendations.Social implicationsThis research has implications for creating a decent work environment for ridesharing drivers which broadly falls under the Sustainable Development Goal 8 (SDG 8).Originality/valueTo the best of the authors' knowledge, this is the first paper that integrates the ADI model with the "powercube" framework to reveal that the drivers working on the ridesharing platforms in Bangladesh are adversely incorporated into the digital system where value inequalities are operating within the power dimensions.