The Central Consumer Protection Authority fined Digital Age Retail Pvt Ltd Rs 2,00,000 for deceptive pricing practices on its FirstCry platform. The company advertised products as tax-inclusive but charged additional GST during checkout. This practice misled customers about actual discount rates and final payment amounts. Consumer complaints triggered the investigation.
Authorities discovered that advertised discounts appeared larger than reality after GST application. Products marketed with 27 percent reductions actually offered only 18.2 percent savings. The penalty addressed violations under consumer protection laws regarding misleading advertisements and unfair trade practices. FirstCry has since modified its platform to display transparent pricing with proper tax disclosure across all pages.
Authorities discovered that advertised discounts appeared larger than reality after GST application. Products marketed with 27 percent reductions actually offered only 18.2 percent savings. The penalty addressed violations under consumer protection laws regarding misleading advertisements and unfair trade practices. FirstCry has since modified its platform to display transparent pricing with proper tax disclosure across all pages.
