A social-media post went viral when a customer flagged that the quick-commerce platform Zepto listed a bottle of coconut water at ₹70 on one phone and ₹101 on another - both devices identical, both in the same home. 

Dynamic-pricing algorithms and personalised discounts are likely in play: multiple users pointed to different usage history, app versions or device types as reasons for the discrepancy.  Zepto responded , stating the anomaly affected less than 1 % of the user base, calling it a “technical glitch” and promising to fix any remaining issues. 

Experts warn such variations can undermine consumer trust. They argue that even if based on legitimate criteria like stock levels or delivery time, transparency is key. For users, the incident raises a warning: always compare prices, even when shopping from familiar devices in familiar locations.