CCPA fines FirstCry ₹2 lakh for misleading price representation
The Central Consumer Protection Authority imposed a ₹2 lakh penalty on Digital Age Retail Pvt. Ltd. (FirstCry) on 26 September 2025 for showing 'MRP inclusive of all taxes' but adding GST on the discounted price at checkout.
Summary
The Central Consumer Protection Authority (CCPA) imposed a penalty of ₹2 lakh on Digital Age Retail Pvt. Ltd., which runs the FirstCry e-commerce platform, for misleading advertisements and unfair trade practices, as announced on 26 September 2025. The order was passed under Sections 10, 20 and 21 of the Consumer Protection Act, 2019. FirstCry displayed products as 'MRP inclusive of all taxes' but levied additional GST on the discounted price at checkout, giving a misleading impression of higher discounts. The investigation used data from the National Consumer Helpline.
Key facts
- Authority
- Central Consumer Protection Authority (CCPA)
- Company
- Digital Age Retail Pvt. Ltd. (FirstCry)
- Penalty
- ₹2 lakh
- Law
- Sections 10, 20 and 21, Consumer Protection Act, 2019
- Issue
- 'MRP inclusive of all taxes' shown, but GST added on discounted price at checkout
Practice MCQs 1 questions
Under which law did the CCPA penalise FirstCry ₹2 lakh in September 2025 for misleading price representation?
Show answer
Correct answer: D — Consumer Protection Act, 2019
The order was passed under Sections 10, 20 and 21 of the Consumer Protection Act, 2019.