Zepto

In December 2024, India's Central Consumer Protection Authority fined Zepto ₹7 lakh for deploying dark patterns. The CCPA found Zepto's checkout-stage pricing caused consumers to pay more than MRP through hidden packaging charges. Zepto also added paid Zepto Pass membership to carts by default without explicit consent (basket sneaking) and used 'confirm shaming' by displaying 'No, I don't want to save' when users declined. CEO Aadit Palicha acknowledged the mistake publicly.

Zepto faced controversy for allegedly charging iPhone users significantly higher prices than Android users for identical products, with reports showing Capsicum costing ₹21 on Android vs ₹107 on iPhone (5x difference). This practice, called dynamic pricing based on perceived purchasing power, assumes iPhone users have higher disposable incomes. A Reddit post from an alleged former employee claimed the app charges more for customers with phones worth more than ₹30,000.