Zepto Discontinues Zepto Daily as Subscriptions Fail to Anchor Loyalty in Quick Commerce
•February 18, 2026
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Why It Matters
The discontinuation signals that subscription‑based loyalty models may no longer be effective in ultra‑fast delivery markets, prompting firms to prioritize operational excellence and targeted retention tactics.
Key Takeaways
- •Zepto Daily removed after low subscription retention
- •Subscription price fell to Rs 1/month before termination
- •Competitors retain users via speed, not loyalty schemes
- •Targeted incentives replace blanket subscription models
- •Market share shifts toward operational excellence
Pulse Analysis
The quick‑commerce sector has experimented heavily with subscription models, hoping to lock in repeat purchases through perceived value. Zepto’s journey—from a Rs 299‑per‑month Pass to a Rs 1 daily plan—illustrates aggressive price experimentation aimed at scaling a user base. While the company boasted 4 million subscribers, the rapid price erosion and eventual program termination suggest that low‑cost subscriptions alone cannot overcome the core drivers of user choice: delivery speed, assortment breadth, and price consistency.
Consumer behavior in instant‑delivery markets is fluid, with shoppers readily hopping between platforms based on real‑time offers. Blinkit’s 50 percent market share, achieved without a formal loyalty scheme, underscores that operational reliability trumps subscription perks. Zepto’s experience highlights a broader industry lesson: loyalty programs must deliver tangible, differentiated benefits that align with the hyper‑convenient expectations of today’s shoppers, otherwise they become cost centers rather than growth engines.
Looking ahead, quick‑commerce firms are pivoting to precision‑targeted retention tactics—such as conditional free deliveries for dormant users or exclusive incentives for high‑value customers. This approach leverages data analytics to allocate rewards where they most impact churn, reducing blanket subsidy waste. For investors and executives, the key takeaway is clear: sustainable competitive advantage will stem from seamless logistics, inventory depth, and smart, data‑driven incentive structures rather than generic subscription models.
Zepto discontinues Zepto Daily as subscriptions fail to anchor loyalty in quick commerce
Quick commerce company Zepto has discontinued its loyalty and subscription programme Zepto Daily, according to a person aware of the matter. The programme is no longer visible on the app, which has undergone a significant revamp in recent months.
“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,” a company spokesperson said. “Our focus remains on building offerings that are simple, transparent, and aligned with what our customers value most.”
Zepto Daily was sold for as little as Re 1 per month, offering benefits such as free deliveries beyond a certain cart value threshold. The programme was an evolution of Zepto Pass, the company’s earlier loyalty offering.
Zepto Pass was initially priced at Rs 299 per month before being sharply reduced over time to as low as Rs 19 per month, reflecting the company’s efforts to drive adoption. Devendra Meel, Zepto’s chief business officer, had previously overseen the loyalty programme before moving into the CXO role.
In April 2024, CEO Aadit Palicha said the company had crossed 4 million Zepto Pass subscribers.
“4 weeks ago, I posted about Zepto Pass crossing the 2M subscriber milestone. Now, we're at 4M,” Palicha said in a post on X. “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.”
Zepto’s decision to discontinue its loyalty programme comes amid intensifying competition in the quick commerce sector, where user loyalty remains fluid. Industry reports and market data suggest customers frequently switch between platforms such as Blinkit, Zepto, and Swiggy Instamart, driven by factors such as delivery speed, assortment, and pricing.
Despite not running a formal loyalty programme, market leader Blinkit has managed to capture around 50% market share, The CapTable previously reported, underscoring that operational execution rather than subscription benefits has emerged as the primary driver of customer retention.
Instead of blanket subscription offerings, companies are increasingly adopting targeted retention strategies, such as extending free deliveries or incentives selectively to dormant or high-value users.
Edited by Jyoti Narayan
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