Free tomatoes to i-pill notification, recent quick commerce incidents that sparked outrage

Back in the good old days, going to the grocery store or the supermarket for a last-minute errand was commonplace. However, in 2024, quick commerce apps like Zepto, Blinkit and Swiggy Instamart have made lives easier in India. Need some supplies for a party that was planned minutes ago? You got it. Out of milk or vegetables? No problem. Almost any grievance can be solved by these apps and they keep on adding new features to enhance customer experience. But at times, things go awry and what starts as a simple delivery can spark public outcry. Let us take a look at some recent incidents where quick commerce platforms missed the mark, causing waves across social media.

Big Basket’s combo gone wrong

BigBasket recently found itself the subject of social media chatter after a customer praised a unique discount combo: sanitary napkins paired with Kwality Walls vanilla ice cream. Meant to cater to the needs of women during menstruation, the combo drew both laughter and admiration from online users. “Well played, BigBasket,” the user wrote, tagging the platform and attaching screenshot of the combo she received.

However, things took a bizarre turn when BigBasket responded with an apology, assuming the praise was a complaint. “We regret the inconvenience caused,” they wrote, requesting the customer’s contact details. The automated response ignited further humour online. Users quickly jumped in with comments like, “Bruh, she’s praising you, why are you sorry?” and “Bot life is so awkward.”

What could have been a PR win for BigBasket turned into a comical misunderstanding that highlighted the sometimes robotic nature of customer service.

Zepto’s I-Pill notification

In Bengaluru, Zepto faced backlash after sending an inappropriate push notification to customer Pallavi Pareek. The message, reading, “I miss you, Pallavi. Says i-Pill emergency contraceptive pill,” followed by teary-eyed emojis, left Pallavi shocked. Given her professional work in diversity and inclusion, she took to LinkedIn to highlight the inappropriateness of the message, especially as she had never ordered the product.

Pallavi’s post quickly went viral, with many users pointing out the dangers of insensitive messaging in quick commerce. Zepto swiftly issued an apology, acknowledging their error and promising to retrain their staff. While the company’s fast response tempered some of the outrage, the incident served as a stark reminder of the importance of responsible communication, especially in relation to sensitive products.

Free tomato controversy

In another curious incident, a Bengaluru-based product designer called out Swiggy Instamart for adding free tomatoes to his order without consent. Chandra Ramanujan labelled it a “dark pattern”—a term used to describe deceptive design practices that manipulate user choices.

Ramanujan took to social media to express his frustration: “I don’t want tomatoes, but I cannot remove them from my cart.”

Though Swiggy wasn’t charging for the tomatoes, the incident raised broader questions about consumer autonomy in online shopping. Some users echoed Ramanujan’s concerns, stating that customers should always have the option to refuse freebies. Swiggy has yet to respond to the uproar, but the incident fuelled online discussions about transparency in e-commerce.

Blinkit’s underwear mishap

Last month, Priyansh, a Blinkit customer, ordered men’s underwear and received women’s bikini briefs instead. Unable to get a refund or return through customer service, Priyansh took to X, where his frustration quickly went viral. Blinkit’s failure to address the issue sparked discussions about the platform’s return policies, with many users calling for better customer support.

Despite the widespread attention, Blinkit has remained silent, further aggravating the situation. As of now, Priyansh’s viral tweet, which has amassed millions of views, continues to serve as a cautionary tale for platforms ignoring customer grievances.