From Dark Patterns To Cash Burn: How Zepto’s Growth Machine First Hit Regulatory Check And Then Market Reality

Zepto did not merely sell groceries. It sold a single, intoxicating idea: that nothing in India could arrive faster. The very name was chosen to advertise that claim. A zeptosecond is a unit of time so absurdly small it borders on marketing fiction, and the company leaned into it with relentless messaging about ten-minute delivery. …