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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.

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.
Some companies that work with the five-year-old quick-commerce platform allege constant pressure to spend money and agree to its terms and conditions. Any attempt to question or rebut Zepto’s policies comes at a cost.
Brands are racing to build rapid delivery on their own channels—despite unclear economics and no proven success stories. Will they succeed?