Zepto caught fire, again! Bengaluru woman calls out app for inappropriate notification, calling it ‘cute’

A woman in Bengaluru has sparked outrage after receiving a push notification from fast commerce platform Zepto that referred to her as “cute”. The promotional message was intended to advertise a brand of banana chips, but the tone of the communication caused astonishment and generated wider discussions on social media.

The recipient, Mahak Verma, took to X (formerly Twitter) to express her shock at the message, which read: “Cutie_mahak, you have received the following order for Namaskaram Banana Chips Original Style Salted.” Verma criticized the use of such informal and personal language when addressing a stranger, considering it inappropriate for a reputable brand.

In a detailed post on LinkedIn, Verma elaborated, “Yesterday, I received a push notification from Zepto, who conveniently called me ‘Cutie_mahak’. It immediately reminded me of all the uncomfortable experiences that many teenage girls in India face.”

She emphasized the importance of professionalism and respect in brand communication, especially in an era focused on women’s safety and empowerment through regulations like the Prevention of Sexual Harassment (POSH).

Furthermore, Verma highlighted the ramifications of casual language in marketing, stating that respect in everyday interactions is vital to improving women’s safety. While some friends speculated that she might have overreacted, Verma conducted an Instagram poll to gauge public opinion on the matter.

The i-Pill reaction

This incident is not isolated, as Zepto has faced similar reactions before. Earlier, the platform received criticism for sending an unsolicited email to another Bengaluru resident, Pallavi Pareek, which said, “I miss you Pallavi. It says i-Pill emergency contraceptive pill”, complete with emoticons.

This message left Pareek questioning the company’s ethical standards. In response, Zepto acknowledged the error and apologized on LinkedIn, stating, “Hey Pallavi, we made a mistake and we’re sorry. We understand how reckless and potentially harmful this was.”