There is a subreddit called fuckzepto. When I first came to know about this forum, I assumed it was a bunch of people ranting about dark patterns. But it’s more than that. It contains what appear like genuine supplier grievances about payment delays, price manipulation and favoritism, amounting to total violation of corporate governance ethics.

Zepto is pretty much a useless startup, solving no consumer problem. Instead, either by design, or by sheer circumstances, it has emerged as a high margin distribution channel for FMCG companies, who no longer have to slash prices at supermarkets. These companies also benefit due to consumption inefficiency. Quick delivery makes consumers shake off consumption discipline. Forgot to order something? No worries. Order again, it will come in 10 minutes. Except that you will end up ordering things you don’t need, or quantities that are more than you require, to meet the minimum order value.