The Central Consumer Protection Authority (CCPA) has imposed a penalty of Rs 2,00,000 on Digital Age Retail Pvt. Ltd., the parent company of FirstCry, for engaging in misleading advertisements and unfair trade practices on its e-commerce platform.

The action was taken under Sections 10, 20, and 21 of the Consumer Protection Act, 2019, following a consumer complaint that FirstCry displayed products with the label “MRP inclusive of all taxes,” but later added GST on the discounted price during checkout. This practice created a false impression of deeper discounts and misled consumers about the final payable amount.

An investigation supported by data from the National Consumer Helpline (NCH) revealed that discounts advertised as 27% were effectively only 18.2% after GST was added. The CCPA

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