Recently, Zomato’s CEO Deepinder Goyal caused quite a stir with a tweet announcing the launch of a new service called “Pure Veg Mode.” This feature is specifically designed to cater to the needs of vegetarian customers, showcasing only restaurants that offer vegetarian cuisine. Additionally, orders placed through this mode will be handled by dedicated Zomato Pure Veg Fleet, easily identifiable by their distinctive green attire and delivery boxes.
But, what’s the big deal and why all the fuss about Zomato Pure Veg Fleet? Let’s check out
Goyal explained that the decision to establish a separate fleet for vegetarian deliveries stemmed from instances where food spills resulted in lingering aromas, affecting subsequent orders. Hence, the need to segregate the fleet for vegetarian orders.
However, the move sparked a heated debate on social media. Many raised concerns about potential discrimination and division arising from segregating delivery executives based on dietary preferences. Critics argued that this move could exacerbate existing divides and lead to harassment and safety issues for delivery personnel still sporting the traditional red shirts.
Critics were quick to express their cynicism, with one user sarcastically remarking, “Lovely. Waiting for ‘pure veg’ housing societies to attack normal red t-shirt Zomato riders.”
The debate also brought up questions about the validity of the statistics cited by Goyal. While he claimed that India has the largest percentage of vegetarians globally, internet users pointed out that more than 50% of the Indian population identifies as non-vegetarian.
Amidst the controversy, some welcomed the initiative, expressing relief that their food orders would now be guaranteed to be purely vegetarian, avoiding past instances of receiving non-vegetarian items mistakenly.
Also Read: The myth of a vegetarian India
However, concerns lingered, and questions were raised about potential discrimination and the impact on delivery personnel. Even MP Karti Chidambaram raised concerns, questioning whether this move would exclude delivery personnel based on their personal dietary choices.
Ultimately, Goyal addressed the situation, pledging to retract the scheme if it continued to generate significant negative social repercussions. Consequently, Zomato announced a significant update to its terms, with all riders, regardless of their assignment to the regular fleet or the ‘Pure Veg Fleet,’ now donning the color red.
The Zomato Pure Veg Fleet – Non-Veg Fleet Fiasco serves as a reminder of the complexities surrounding dietary preferences and the importance of addressing such issues sensitively and inclusively. While the intention may have been to cater to the needs of vegetarian customers, the implementation raised valid concerns about discrimination and division. As the dust settles, one thing is clear – the road to inclusivity is paved with careful consideration and thoughtful action.
What about Zomato Shares?
Meanwhile, Zomato is up at Rs 161.65 which is nearly 235% up from it’s 52 week low of Rs. 49. Few firms have maintained a ‘Buy rating’ on Zomato, but looking at it’s fundamentals even today, one wonders whether it is really ‘Value Buy’ or else just a momentum trap.
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