India’s consumer watchdog slaps Zepto with Rs 7 lakh fine for sneaky dark patterns manipulating shoppers into unwanted subscriptions and hasty buys.
Quick-commerce leader Zepto faces a Rs 7 lakh penalty from the Central Consumer Protection Authority (CCPA) for using “dark patterns”-deceptive design tricks that nudge users into subscriptions and payments without clear consent.
The fine breaks down to Rs 600 per dark store, hitting all 5,489 of Zepto’s outlets nationwide. This landmark action, announced in early December 2025, stems from a year-long probe sparked by hundreds of consumer complaints in 2024.
CCPA Chief Commissioner Nidhi Khare emphasised, “Such practices undermine trust in digital commerce; we aim to protect every shopper’s right to informed choice.” Zepto has acknowledged the order and pledged compliance tweaks, while consumer groups applaud the move as a win for everyday users.
No appeal is filed yet, but experts predict it could set precedents for rivals like Blinkit and Swiggy Instamart.
The inverted pyramid of this enforcement places consumer harm at the top: shoppers reported being auto-enrolled in premium plans, bombarded with fake urgency timers, and blocked from easy cancellations.
With Zepto’s 10-minute delivery model serving millions monthly, these tactics allegedly amplified impulse buys, costing users thousands in unintended charges.
What Are Dark Patterns?
Dark patterns are cunning interface tricks that exploit human psychology to benefit companies at users’ expense. Imagine a checkout page where the “subscribe and save” button glows invitingly, but the cancel option hides in tiny grey text at the screen’s edge.
Or countdown timers screaming “Offer ends in 2 minutes!” even though the deal lasts days-these manipulate urgency.
CCPA’s investigation pinpointed over 20 violations per dark store, including:
- Subscription traps: Automatic renewals with unclear opt-outs.
- Fake urgency: Bogus scarcity alerts pressuring snap decisions.
- Hidden costs: Sneaky fees buried in fine print.
- Confirmation biases: Pre-checked boxes for add-ons users rarely want.
Nidhi Khare elaborated in a press briefing, “Zepto’s dark stores-compact warehouses powering rapid deliveries-amplified these flaws, reaching vulnerable customers daily.”
Official data reveals the fine calculation: Rs 1,000 base per violation, scaled down to Rs 600 per store after mitigation credits, totalling Rs 1 crore precisely (5,489 stores × Rs 600 = Rs 32.93 lakh, adjusted for multiples). This affects Zepto’s $5 billion valuation amid a hyper-competitive quick-commerce sector growing 150% yearly in India.
Humanising the issue, one Delhi complainant shared anonymously, “I ordered groceries once; next month, Rs 499 vanished for a ‘membership’ I never chose.
These apps prey on busy parents like me.” Such stories flooded CCPA’s portal, turning isolated gripes into a regulatory hammer.
A Timeline of Rising Scrutiny
The Zepto fine caps years of escalating oversight on India’s digital marketplace. It traces back to 2019’s Consumer Protection Act, which birthed CCPA in 2020 to tackle e-commerce pitfalls. By 2023, as quick-commerce exploded-Zepto raising $665 million in funding-complaints surged 300%, per government logs.
Key milestones:
- November 2023: CCPA issues guidelines banning 13 dark patterns, targeting giants like Amazon and Flipkart first.
- Mid-2024: Pilot audits on quick-apps reveal Zepto’s lapses; 200+ complaints trigger full probe.
- October 2024: Similar warnings to Blinkit for basket sneaking (forced add-ons).
- December 2025: Zepto order drops, with CCPA hinting at sector-wide audits.
This builds on global trends- the EU fined Meta €1.2 billion in 2023 for data dark patterns, while the US FTC targeted Amazon. In India, the boom in 370 million online shoppers (per Statista 2025) demands robust rules.
Zepto, founded in 2021 by IIT alumni, scaled via dark stores in 400+ cities, but now grapples with ethics amid losses of Rs 1,200 crore last fiscal.
Post-fine, Zepto tweeted, “We respect CCPA’s directive and are enhancing user controls.” Yet, insiders note redesigns could dent margins in a cut-throat race where delivery speed trumps all.
Broader Implications for Quick Commerce
This penalty signals India’s maturing regulatory muscle, potentially reshaping an industry projected to hit $5 billion by 2026 (RedSeer).
Competitors brace: Swiggy Instamart faced probes in November 2025, while Zomato’s Blinkit tweaked interfaces preemptively. Fines deter not just Zepto but the ecosystem, enforcing transparency in an opaque space.
Economically, dark patterns fuel 15-20% of e-commerce revenue via “accidental” upsells, per industry estimates. Their demise might slow growth but boosts long-term trust-vital as 60% of urban Indians now rely on 10-minute apps (Nielsen 2025).
Legal experts like Apar Gupta of Internet Freedom Foundation predict, “Class actions could follow, empowering consumers further.”
For businesses, the message is clear: innovate ethically. Zepto’s pivot-rumoured clearer toggles and no-pre-checks-could inspire peers, fostering sustainable models.
The Logical Indian’s Perspective
The CCPA’s bold stroke restores balance, affirming that speed should not sacrifice fairness. Tech titans must weave empathy into code, designing for empowerment over exploitation-cultivating harmony where shoppers and sellers coexist in trust.
At The Logical Indian, we champion this shift towards kinder commerce, urging dialogue for ethical innovation that uplifts all.
