IPO-bound Zepto discontinues membership programme Zepto Daily

IPO-bound quick commerce platform Zepto has discontinued its membership plan, Zepto Daily, from its app after the platform revamped its app a few weeks back.

Zepto sold its Zepto Daily plan for as low as Re 1 per month to acquire users. It offered benefits like free delivery, offers, and more.

“At Zepto, we are in a constant effort to evolve and improve the experience for our users. We regularly experiment with our offerings to ensure we are delivering the most meaningful value to our customers,” the company said, responding to ET’s queries.


“As part of this ongoing optimisation, we periodically review and refine our subscription and loyalty constructs based on user feedback, engagement patterns, and long-term value creation,” it added.

Before Zepto Daily, the Bengaluru-based company had a loyalty programme called ‘Zepto Pass.’ It offered similar benefits, such as free delivery for a certain order value threshold and discounts.

While Zepto Pass was initially sold for Rs 299, the company later reduced the cost to onboard more users.

About a year ago, in a LinkedIn post, CEO Aadit Palicha said that Zepto Pass crossed four million members.

“I can barely believe the growth myself over the past 6 weeks. Our customers continue to surprise us and we're grateful for the opportunity to serve them day in and day out,” he said in his post. (sic)

According to industry experts, programmes like this were launched to create loyalty among the customers of quick commerce, who tend to switch apps based on faster delivery times and discounts. However, now consumers are willing to wait for their orders.

Recently, Zepto has started providing the option to schedule orders on its app for the same day and the next day across different time slots.

In December last year, Zepto filed confidential draft papers with the Securities and Exchange Board of India (Sebi) for a $1.3 billion (about Rs 11,000-12,000 crore) initial public offering (IPO).

The company is looking to raise about Rs 11,000 crore in fresh capital, with the remainder from early investors who are offering shares for sale, ET reported on December 25.