Zomato Redefines Its Platform Amid Bold Moves and Controversies

Zomato made headlines in 2024 with transformative ventures and contentious incidents, highlighting its shift from a food delivery giant to a comprehensive consumer platform.

Expanding Horizons

The year began with the launch of Zomato Live, a ticketing initiative for global concerts featuring stars like Dua Lipaand Diljit Dosanjh, marking its entry into entertainment.

Building on the success of Zomaland, Zomato unveiled District, designed to foster community spaces blending food, entertainment, and social experiences. These moves aim to diversify Zomato’s offerings and strengthen its market presence.

Controversies and Public Debates

Pure Veg Mode and Fleet Controversy

In March 2024, Zomato introduced ‘Pure Veg Mode’ and a ‘Pure Veg Fleet’, showcasing only vegetarian restaurants and riders. While aimed at meeting vegetarian consumers’ needs, the initiative faced backlash for perceived exclusionary practices.

Critics argued it could unfairly affect non-vegetarian options and delivery workers’ rights. In response, Deepinder Goyal, Zomato’s CEO, clarified that the move lacked political or religious motives. Following public criticism, Zomato scrapped the plan to introduce green uniforms for vegetarian orders, retaining the standard red attire for all.

Hyperpure Warehouse Raid

On October 29, 2024, Zomato’s Hyperpure warehouse in Hyderabad was raided over alleged food safety violations. Officials discovered mislabeled mushroom packets showing incorrect future packaging dates.

Goyal explained that this was a vendor’s manual error, flagged by Zomato’s quality team before inventory inclusion. He criticised media coverage, calling it an unfair attack on Zomato’s reputation.

Analogue Paneer Controversy

In October, Zomato faced backlash for selling ‘Analogue Paneer’, made with vegetable fats instead of traditional milk fat. Despite accurate labeling, customers felt misled, raising concerns about food safety and marketing transparency.

Job Posting Backlash

In November, a job posting for a chief of staff position stirred criticism. The listing required applicants to donate ₹20 lakh to Feeding India during their first year of employment. Critics labeled the condition elitist and unethical, questioning its fairness.