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Zomato's move to launch a vegetarian-only delivery fleet drew criticism, including from politicians, on X with users saying it is discriminatory and promoted caste divides. No wonder India or Bharat is an amazing market and even amazing consumer choices. #india #market #consumerchoices ##consumerbehavior #marketingstrategy https://lnkd.in/gK57A7QK

🤯Zomato's Bold Move: A Veg-Forward Vision to Conquer the Market 🌿** In the bustling food delivery arena, Zomato is stirring up a revolution, aiming to snatch a **30% market share** from its rival, Swiggy. And the masterstroke? The launch of a **Veg-only app version**. 🚀 Deepinder Goyal, Zomato's visionary, has unveiled this green strategy that exclusively features vegetarian restaurants. This isn't just an update; it's a cultural shift, with a dedicated fleet ensuring that your paneer tikka never crosses paths with chicken tandoori. Here's the scoop: India's vegetarian populace is massive, with around **35%** swearing by a veg-only diet. In some northern and western states, this number skyrockets to over **60%**. Zomato's not just tapping into a market; they're embracing a way of life. But the real question is, why the need for veg-only delivery partners? Let's dive into the heart of the matter: 1. **Purity at Every Step**: For vegetarians like my father, even the thought of his dal makhani being delivered in a box that once cradled a chicken biryani is unsettling. The aroma lingers, and so does the discomfort. 2. **Trust in Tradition**: Many vegetarians have a deep-seated need for assurance that their food is handled with respect to their dietary choices, from kitchen to doorstep. 3. **Mistakes That Matter**: We've all heard the stories—veg orders turning non-veg upon delivery. It's not just about taste; it's about principles. Zomato's veg-only vision isn't just smart; it's sensitive. It's a game-changer poised to win over the hearts (and appetites) of millions who've longed for a service that understands their needs. While critics on Twitter may cry foul, calling it casteism, I see it as a commitment to customer care. It's a lesson for every startup: success lies in serving, not just selling. #Zomato #Vegetarian #Innovation #MarketStrategy #CustomerFirst

I heard that Zomato recently introduced a new feature called "Pure Veg Mode" and a dedicated "Pure Veg Fleet" on their food delivery platform. This new feature is specifically designed to cater to the needs of customers who prefer vegetarian meals. It's great to see companies taking steps to accommodate the diverse dietary preferences of their customers. #celestialinfosoft #zomato #purevegmode #purevegfleet #fooddelivery #vegetarianmeals #appdesign #appdevelopment #customsoftwaredevelopment

Zomato's Red v/s Green To me, Zomato Green (pure veg) made perfect sense. Even when I read about it for the first time, I was super excited about its thought-process itself, owing to 2 major reasons: 1. Catering to the target customer's needs - Almost all the vegetarians that I spoke to felt that the vegetarian (veg) food they receive MAY not exactly be veg, as it might be cooked in same vessel as non-veg. 2. Positioning segment as "pure-veg": Assuming Zomato is adhering to veg standards in the backend, marketing those using the zomato green would have been easier. But, as can be witnessed, even with the most sound business logic, it ended up being rolled back.! That probably underlines the importance of a beta test before a large roll-out. PS - As per me, the only misinterpretation was possibly the association of Zomato Red with non-vegetarians. Although it was clarified that only pure-veg will come under Zomato Green and not veg food served by a non-veg outlet. #zomato #marketing #business #management

𝐙𝐨𝐦𝐚𝐭𝐨 𝐆𝐫𝐞𝐞𝐧 𝐓 𝐒𝐡𝐢𝐫𝐭 𝐂𝐨𝐧𝐭𝐫𝐨𝐯𝐞𝐫𝐬𝐲 #Zomato initially introduced a ‘Pure Veg Mode’ and a separate green uniform for its vegetarian-only delivery service. However, the company faced significant backlash on social media, leading to the rollback of the green uniform plan. The delivery partners will continue to wear the standard red uniform. 𝐑𝐞𝐚𝐬𝐨𝐧𝐬 𝐟𝐨𝐫 𝐭𝐡𝐞 𝐫𝐨𝐥𝐥𝐛𝐚𝐜𝐤 𝐢𝐧𝐜𝐥𝐮𝐝𝐞𝐬: 𝟏. 𝐒𝐨𝐜𝐢𝐚𝐥 𝐁𝐚𝐜𝐤𝐥𝐚𝐬𝐡: The introduction of a separate green uniform for vegetarian deliveries sparked a considerable negative reaction on social media 𝟐. 𝐏𝐨𝐭𝐞𝐧𝐭𝐢𝐚𝐥 𝐃𝐢𝐬𝐜𝐫𝐢𝐦𝐢𝐧𝐚𝐭𝐢𝐨𝐧: Concerns were raised that delivery partners wearing green could be discriminated against or blocked by certain communities, especially during special days or by those with specific dietary preferences 𝟑. 𝐒𝐚𝐟𝐞𝐭𝐲 𝐨𝐟 𝐃𝐞𝐥𝐢𝐯𝐞𝐫𝐲 𝐏𝐚𝐫𝐭𝐧𝐞𝐫𝐬: The physical safety of delivery partners was paramount, and the differentiation in uniform color could potentially lead to misunderstandings and conflicts. 𝟒. 𝐔𝐧𝐢𝐧𝐭𝐞𝐧𝐝𝐞𝐝 𝐂𝐨𝐧𝐬𝐞𝐪𝐮𝐞𝐧𝐜𝐞𝐬: The company acknowledged the unintended consequences of the rollout, which could have led to issues for customers with their landlords or societies. Zomato decided to continue with the ‘Pure Veg Mode’ but without the on-ground segregation of the fleet using the color green, ensuring all delivery partners wear red. #BusinessStrategy #CustomerFeedback #BrandManagement #SocialMediaBacklash #CorporateResponsibility #FoodDelivery #SustainableBusiness #Innovation #Management #HumanResources #DigitalMarketing #Technology

After facing online backlash citing concerns around community and caste-based discrimination, Zomato has renamed its ‘pure veg’ mode to ‘veg only’ and dropped the plan to have a separate colour-coded fleet for exclusively delivering vegetarian food. Read full story here: https://lnkd.in/gRKUJ4er #foodindustry #foodtech #fooddelivery Ashu Agrawal

#Zomato Stock again in Action after It launched Pure Veg Will it add more Business to the company Which is why the Stock Is Again Gaining Momentum? Or Is it a Good Marketing tactics to Promote the Zomato application Which will attract more Re-install & Downloads And Bubble In Stock Market What is your Intact In this ? Comment Your thoughts Do Like If you are Non-vegetarian And Retweet If you Like Pure Vegetarian https://lnkd.in/gHmbzKxs #ZomatoPureVeg #ZomatoGreen

Zomato’s ‘Pure Veg’ Initiative: A Step Towards Inclusivity or a Misstep? Hello LinkedIn network! It’s been a buzzing week in the food delivery space with Zomato’s announcement and subsequent retraction of their ‘Pure Veg’ service. 🌱 Zomato aimed to cater to the vegetarian demographic by introducing a ‘Pure Veg’ mode, which would feature restaurants serving only vegetarian food and delivery partners donning green uniforms. However, the initiative quickly stirred a social media storm. Critics argued that the ‘pure’ designation could inadvertently perpetuate a dichotomy that mirrors caste-based notions of purity and pollution. In response to the backlash, Zomato’s CEO, Deepinder Goyal, and his team were on a marathon 20-hour Zoom call to navigate the controversy. The outcome? A swift rollback on the green uniform concept, while maintaining the option for users to choose vegetarian restaurants. This move highlights the delicate balance companies must strike when addressing customer preferences and social sensitivities. #zomato #purevegcontroversy #inclusivity #consumerbehavior #socialimpact

Zomato, a leading food delivery company, recently launched a 'Pure Veg Mode' and 'Pure Veg Fleet' to cater to the preferences of vegetarian customers. However, the company quickly decided to roll back the on-ground differentiation of the fleet, which was initially supposed to wear green uniforms and use green delivery boxes. The decision came after concerns were raised about potential delivery partner discrimination and the possibility of resident welfare associations (RWAs) or societies blocking certain deliveries, especially during special occasions. The rollback highlights the challenges faced by companies trying to introduce differentiated services in the food delivery industry. Without clear on-ground differentiation, customers might perceive the 'Pure Veg Mode' as a gimmick, questioning its credibility and effectiveness. This perception could make it difficult for Zomato to justify a price premium for the service in the long run. To address these challenges, a more effective approach could be to launch the 'Pure Veg Mode' as a separate sub-brand within the main Zomato app. This strategy would allow for clear differentiation, with the sub-brand having its own distinct color scheme for uniforms, boxes, and a unique brand name. Additionally, since vegetarian food can still be ordered through the regular Zomato brand, RWAs and societies would have no grounds to stop deliveries from the main-brand. Moreover, housing the sub-brand within the main Zomato app would avoid discoverability issues, as their existing customer base would have easy access to the new service. In conclusion, while Zomato's 'Pure Veg Mode' faced initial challenges, the concept still holds promise. By launching the service as a separate sub-brand within the main app, Zomato can create a clear differentiation, avoid delivery partner discrimination, and effectively cater to the needs of its vegetarian customer base. This strategic move could help Zomato strengthen its market position and unlock new growth opportunities in the competitive food delivery industry. #Zomato #PureVegFleet #ZomatoPureVeg #MarketingStrategy #ZomatoGreen

Deepinder Goyal’s Zomato Faces Backlash Over Pure Veg Mode: Navigating Online Criticism and Misconceptions Zomato, led by CEO Deepinder Goyal, recently encountered controversy following the announcement of its “Pure Veg Mode,” aimed at serving pure vegetarian customers. Despite Zomato’s reassurance that the service is inclusive and does not discriminate based on religious or political preferences, the initiative sparked an online backlash from various quarters. #zomato #food #onlinebusiness #blinkit #ceo #news