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The recent controversy over Zepto’s differential pricing and lack of transparency trains the spotlight on the deceptions and trickery that digital companies resort to in the name of innovative business practices.

SEBI has lowered the bar for loss-making startups to list. In that context, a company like Zepto redefines the meaning of risk in public market investing.
Complaints about instant delivery of spoiled food items are everywhere. It all comes down to the nature of dark-store operations and the fact that no one cares.
Surprisingly strong metrics alongside aggressive expansion mask a lurking balance-sheet risk. Moreover, competition is not going to be kind to the retail giant any time soon.