India, Nov. 17 -- Zepto CEO Aadit Palicha has admitted that dark patterns on the quick commerce app were a "mistake". In a wide-ranging conversation with Forbes India, Palicha touched upon the topic of dark patterns that had made Zepto the target of public backlash.

Palicha, 23, acknowledged that they were a mistake and have now been rolled back.

Complaints against Zepto had ranged from hidden fees, selective pricing, MRP manipulation, misleading discounts and more. So widespread was the criticism that it gave rise to a Reddit community dedicated to highlighting unethical app practices by Zepto.

(Also read: Nearly 10,000 Redditors accuse Zepto of shady app practices: 'Hold Zepto accountable')

Users on the forum had slammed Zepto for c...