Archive · 18 Nov 2025
Zepto CEO Admits 'Dark Patterns' Mistake, Rolls Back Controversial Features
Zepto, a snack delivery company, was caught using sneaky tricks (called 'dark patterns') to add extra charges on their app without customers noticing.
People got upset because they felt tricked, and the boss of Zepto, Aadit Palicha, admitted it was a mistake.
He said they were trying out different ways to price things, but people didn't like it.
So, they listened to the customers and removed those tricky extra charges.
Palicha promised this won't happen again.
Zepto CEO Aadit Palicha admitted that using 'dark patterns' on the app was a mistake.
Users criticized Zepto for hidden fees, selective pricing, and misleading discounts.
The company faced significant backlash online, leading to a dedicated Reddit community documenting app practices.
Zepto has rolled back the controversial pricing models and removed various handling, surge, and convenience fees.
Palicha stated the changes were voluntary, driven by consumer feedback, and not by government intervention.
- Who
- Zepto co-founder and CEO Aadit Palicha
- What
- Acknowledged the use of 'dark patterns' and hidden fees on the app as a mistake, stating these practices have been rolled back.
- When
- Early November (for fee removal); Interview with Forbes India (recent)
- Where
- Zepto's quick-commerce app
- Why
- Consumer backlash and feedback, although Palicha states it was voluntary and not due to regulatory pressure.
Zepto's Perspective
User/Consumer Perspective
Pricing and Fees
Zepto's Perspective
Zepto experimented with various delivery fee and pricing models, and while some were not received well, the company voluntarily rolled them back based on consumer feedback.
User/Consumer Perspective
Zepto employed 'dark patterns' including hidden fees like 'Rain Fee,' 'Cash Handling Fee,' 'Item Handling Cost,' 'Convenience Fee,' 'Small Cart Fee,' and 'Processing Fee,' with GST applied to several. These practices were seen as unethical and misleading by users.
Reason for Rollback
Zepto's Perspective
The rollback was voluntary and driven by consumer feedback, with no government intervention or regulatory pressure involved.
User/Consumer Perspective
The company faced sustained criticism and backlash online, including the creation of a dedicated Reddit community to flag unethical app practices, which likely pressured Zepto to change its policies.
Expired Products
Zepto's Perspective
Concerns about expired products were 'blown out of proportion.'
User/Consumer Perspective
While not explicitly stated as a separate opposing viewpoint, the mention of 'expired products' suggests consumer concerns existed, though Zepto downplays their significance.
- Company
- Zepto
- CEO
- Aadit Palicha
- Issue Acknowledged
- Dark patterns, hidden fees, selective pricing, MRP manipulation
- Action Taken
- Rolled back criticized pricing models and removed handling fees, surge charges, and convenience fees.
- Timeframe for Correction
- 45-60 days
- Reason for Rollback (Zepto's claim)
- Consumer feedback, ethical considerations
