Delhi High Court Bars Zepto Finance After Finding Actual Consumer Confusion With Startup Zepto

The Delhi High Court has taken decisive action against unauthorized entities operating under the name " Zepto Finance ," granting an ex parte interim injunction in favor of quick-commerce leader Zepto Limited and its subsidiary. Presided over by Justice Jyoti Singh, the bench determined that the defendants were leveraging the established reputation of the 'Zepto' brand to induce consumers into loan transactions under false pretenses.

The Dispute Over Brand Identity

The plaintiffs, known for their rapid commerce and logistics infrastructure, alleged that unauthorized parties, including the defendants led by Sailendra Kashyap, were operating under the mark " ZEPTO FINANCE ." This group allegedly provided financial services and loan products through a dedicated website and social media presence, which the plaintiffs claimed was designed to deceive the public into believing these services were associated with the popular e-commerce platform.

Zepto Limited argued that since its inception in 2021 , it has invested heavily in building its brand, including expansion into digital payment solutions like "ZEPTO CASH" and "ZEPTO PAY LATER." The plaintiffs contended that the defendants' use of the "ZEPTO" trademark for lending services created an immediate and deceptive association with their business, causing not only potential confusion but actual financial harm to the public.

Allegations of Actual Confusion

A critical turning point in the court’s assessment was the presentation of evidence indicating that the marketplace was already experiencing " actual confusion ." The plaintiffs produced documentation showing that they had been contacted by consumers regarding fraudulent loan activities attributed to the defendants. In one instance, legal summons related to a loan dispute initiated by an aggrieved third party were mistakenly served at a Zepto dark store, illustrating the physical manifestation of the brand identity crisis.

Legal Analysis and Reasoning

Justice Jyoti Singh’s order emphasized that the test in trademark infringement cases is not limited to a "likelihood" of confusion when evidence of "actual" confusion is present. By adopting an identical base mark, the defendants’ reliance on secondary terms, such as "Finance" or descriptive device elements, was insufficient to mask the attempt to trade on the plaintiffs' goodwill.

The court noted that the plaintiffs had successfully met the criteria for an ex parte injunction: a prima facie case, the balance of convenience , and the risk of irreparable harm . By operating in the fintech space, the plaintiffs established a logical adjacency between their genuine digital wallet services and the lending services offered by the defendants under the infringing mark, thereby deepening the consumer’s confusion.

Key Observations from the Bench

• "There is not only likelihood but actual confusion amongst members of public, which is causing damage to the business as also reputation and goodwill of the Plaintiffs."
• "Adoption of deceptively similar marks for similar/identical services is to encash on the formidable goodwill and reputation of the Plaintiffs."
• "The Plaintiffs have made out a prima facie case for grant of ex parte ad interim injunction against the Defendants."

Court Decision and Impact

The Delhi High Court has restrained the defendants from directly or indirectly rendering, advertising, or marketing their services using the impugned marks , including " ZEPTO FINANCE ." This interim protection ensures that the integrity of the Zepto brand remains intact as the company continues its operations and navigates its future commercial trajectory. The court set the next hearing for November 30, 2026 , while directing the plaintiffs to satisfy formal procedural requirements under the Code of Civil Procedure within two weeks.