Mon Nov 17 13:00:03 UTC 2025: Zepto CEO Admits to Past Use of “Dark Patterns,” Vows to Eliminate Deceptive Practices
New Delhi, India – In a candid interview, Zepto co-founder and CEO Aadit Palicha has acknowledged that the quick commerce company previously employed “dark patterns” on its platform, design tactics used to subtly mislead users into making unintended choices. Palicha told Forbes India that the company experimented with different approaches around delivery fees and pricing, admitting that these tests “didn’t sit well with consumers.”
Dark patterns, now under increased scrutiny in India’s digital marketplace, are defined by the Department of Consumer Affairs as deceptive UI/UX practices that undermine consumer autonomy and informed decision-making. These tactics often pressure users into purchases, subscriptions, or actions against their own interests.
Palicha stated that the decision to eliminate the dark patterns was not driven by regulatory pressure but rather by negative customer feedback. “We just felt it wasn’t the right thing for consumers,” he said. “The feedback was negative, so we voluntarily decided to roll it back. Within 45-60 days, we had addressed it and moved on.”
He conceded that while some complaints about Zepto were exaggerated, the criticism surrounding dark patterns was valid. “It was a mistake. We killed it. It won’t happen again,” Palicha affirmed, emphasizing the company’s commitment to a customer-first approach.
The Department of Consumer Affairs has highlighted the harmful effects of dark patterns, stating that they impair user autonomy, lead to unintended purchases, and erode trust in online marketplaces. The government stresses that consumers have the right to be fully informed about the products and services they are purchasing, a right directly compromised by these deceptive practices. Zepto’s admission and subsequent efforts to eliminate dark patterns mark a significant step towards greater transparency and ethical design in the Indian digital space.
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