Amid bid to simplify its offerings, IPO-bound quick commerce major Zepto has shut down loyalty and subscription programme Zepto Daily. The subscription plan is no longer visible on Zepto’s app, which has seen several changes in recent months.

In a statement, a company spokesperson said that Zepto is “constantly working to improve the user experience and regularly experiments with its offerings to deliver meaningful value to customers.”

As part of this effort, the company periodically reviews and refines its subscription and loyalty programmes based on user feedback, engagement trends and long-term value considerations.

“Our focus remains on building offerings that are simple, transparent, and aligned with what our customers value most,” the spokesperson said.

The development was first reported by YourStory.

Zepto launched Zepto Daily in late 2024 as a revamped, low-cost membership offering aimed at boosting order frequency. It offered subscribers benefits such as free delivery on orders above a minimum threshold and select discounts, similar to what users previously received under Zepto Pass. In some markets, the company even priced it as low as ₹1 to drive adoption.

For context, Zepto Pass was first launched at ₹99 per monthbut the price was cut multiple times to drive adoption. It was launched after rolling out a platform fee of ₹2 early in 2024 to drive profitability, which crossed more than ₹15 till the end of 2025, before it was slashed.

The move comes at a time when competition in quick commerce is intensifying. Customers often switch between platforms based on delivery speed, pricing and SKU availability.

This has led to some frustration in the major players as well. For instance, in its post earnings call of Q3 FY26, Swiggy Instamart CEO Amitesh Jha had said that the “level of irrational competition in the market is so high that it is leading to customers switching from one platform to another without any real loyalty.”

As per him, what the company sees as healthy growth is when customers stick to the platform and come back again and again, rather than chasing whatever others are offering at any given point.

Meanwhile, Zepto is gearing up for an initial public offering (IPO) on the bourses. Quick commerce major Zepto pre-filed its updated DRHP for an over $1.3 Bn IPO with markets regulator SEBI earlier in December 2025. The company plans to raise around ₹11,000 Cr through a fresh issue of shares. The IPO is also likely to comprise an offer for sale by early investors. Morgan Stanley, Axis Capital, HSBC, Goldman Sachs, JM Financial, IIFL Securities and Motilal Oswal are the bankers for the issue.

Overall, Zepto has raised over $2.45 Bn to date from investors like Lightspeed Venture Partners, Y Combinator, Nexus Venture Partners, among others.

On the financial front, Zepto is yet to file its statements for FY25. In FY24, it reported an operating revenue of INR 4,454 Cr on a net loss of INR 1,249 Cr.

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