The Central Consumer Protection Authority has levied a ₹7 lakh penalty on Zepto, the quick-commerce unicorn led by Aadit Palicha, for allegedly using “dark patterns” and misleading pricing strategies, Livemint reported.
The agency alleged that Zepto practiced “drip pricing,” where required charges became visible only at the end of the checkout flow.
The CCPA noted that the company also practiced “basket sneaking” by pre-selecting add-on services—like Zepto Pass—without users’ explicit approval.
Issued after a January inspection, the order cited non-compliance with the Consumer Protection Act, 2019, and the Guidelines for Prevention and Regulation of Dark Patterns, 2023.
The order noted that Zepto’s prices appeared lower initially but increased at checkout due to undisclosed fees and add-ons, leading customers to pay more than the quoted price.
Zepto has been ordered by the CCPA to redesign its checkout flow, make all fees transparent, eliminate dark patterns, and furnish proof of compliance within 15 days.
In May, the consumer affairs department instructed e-commerce and digital platforms to follow the guidelines or face penalties, sending notices to 11 companies, including Zepto, Rapido, Uber, and Ola.
The move comes shortly after CEO Aadit Palicha publicly addressed criticism of the platform’s methods. In a Forbes India interview, Palicha explained that the company tried multiple pricing models but acknowledged that certain practices were inappropriate.
He said, “A significant portion wasn’t received positively on social media or by consumers, and honestly, much of the criticism was valid.”
Zepto had been criticized for hidden fees, selective pricing, misleading discounts, and alleged MRP manipulation. According to Palicha, the company managed to resolve the matter within 45–60 days.
“We genuinely could have solved the dark patterns issue—and we did,” he admitted. “It was a mistake. We took it down, and it won’t happen again.”
