ISN Exclusive: Zepto launches Super Mall for large orders, challenging Swiggy’s Maxxsaver

Quick commerce is gaining traction and picking up speed. Scale and volumes are byproducts. Companies are innovating on ways to push up the order size and make users spend more on platforms. 

On that note – Zepto has launched Super Mall, a large order format vertical, and is in the process of rolling it out to all users as it looks to take on similar offerings from rival brands such as Swiggy’s Maxxsaver, IndianStartupNews (ISN) has been informed by sources. 

This will be Zepto’s second attempt at the large order format. It previously ran a similar offering but then plugged the plug on it. It is now re-introducing the offering to eat up market share and aim to be the number one player in the space. 

This intensifies the rivalry between Zepto and Swiggy further, in fact. The two companies have been trading barbs over which company is larger and which one deserves the recognition, or not, as per media reports. 

Zepto chose not to reply to ISN’s queries. 

This comes shortly after the company’s CEO and co-founder, Aadit Palicha, admitted that Zepto was “wrong” in introducing dark patterns on the app. 

"I think we ran experiments on delivery fees and pricing—we tried different approaches and figured things out. A lot of it wasn’t received well on social media or by consumers, and honestly, much of the feedback was valid. There wasn’t any regulatory angle to it — it had nothing to do with government intervention. We just felt it wasn’t the right thing for consumers. The feedback was negative so we voluntarily decided to roll it back. Within 45–60 days, we had addressed it and moved on," Palicha told Forbes India.

He did not stop there, he admitted the mistakes further.

"Things like the expired product issue were a bit blown out of proportion. But the dark patterns concern was something we genuinely could have solved — and we did. I’ll be candid: It was a mistake. We killed it. It won’t happen again," Palicha added.