epto officially discontinued Zepto Daily, its flagship loyalty and subscription program. The move marks a significant strategy shift for the quick commerce unicorn, which is now pivoting away from broad subscription models toward more targeted, data-driven retention strategies.
The shutdown leaves Swiggy Instamart as the only major player in the Indian quick commerce space still maintaining an active subscription program.
The Rise and Fall of Zepto Daily
Zepto Daily was originally launched in April 2025 as a successor to Zepto Pass. It was designed to anchor customer loyalty in a hyper-competitive market where users frequently switch platforms for better pricing.
- The Evolution: Zepto Pass was initially priced at ₹299/month, later slashed to ₹19/month, and eventually evolved into Zepto Daily, which was offered to some users for as little as ₹1 per month.
- Success at Peak: In April 2024, CEO Aadit Palicha announced the company had crossed 4 million subscribers, highlighting rapid adoption.
- The “Blinkit” Effect: Market leader Blinkit has managed to capture nearly 50% of the market without a formal loyalty program. Zepto’s decision reflects an industry-wide realization that operational execution (speed, assortment, and availability) drives retention more effectively than paid subscriptions.
Why the Shutdown?
A company spokesperson described the move as part of an “ongoing optimization” of their loyalty constructs.
| Reason | Detail |
| Loyalty Fluidity | Users were found to switch platforms based on immediate factors like delivery time and specific item stock, rather than staying loyal to a subscription. |
| Shift to Targeted Rewards | Zepto is moving toward targeted incentives—offering free deliveries or discounts selectively to high-value or dormant users rather than a blanket “one-size-fits-all” fee. |
| Path to Profitability | As Zepto prepares for its ₹11,000 crore IPO in 2026, it is cutting back on “capital burn” features that provide low long-term value. |
| Simplification | The app underwent a major revamp in early 2026 to make the user experience simpler and more transparent, leading to the removal of the subscription tab. |
What it Means for Users
- Immediate Disappearance: The Zepto Daily tab is no longer visible on the app.
- Transition: Existing subscribers will likely see their benefits honored until the current billing cycle ends, though the company has not yet detailed a formal refund or transition plan for long-term prepayments.
- Current Focus: Zepto is doubling down on its “Zepto Cafe” vertical and its new Ayush Ministry partnership for medicine delivery to drive “daily habit” orders.
“Our focus remains on building offerings that are simple, transparent, and aligned with what our customers value most—not just blanket subscriptions.” — Zepto Spokesperson, Feb 18, 2026.
