Zomato renames ‘pure veg’ mode to ‘veg only’ amid social media row

Zomato's attempt to cater to vegetarian customers with a "pure veg" delivery mode backfired spectacularly. The plan, which involved a separate green-clad delivery fleet for vegetarian orders, sparked outrage on social media over concerns of promoting discrimination. In a swift turnaround, Zomato has scrapped the green uniforms and rebranded the feature as "veg-only" mode.

What sparked the controversy?

Many users criticized the terminology "pure veg" and the color-coded uniforms. Concerns arose that this could:

• Fuel discrimination: Some worried that housing societies or Resident Welfare Associations (RWAs) might restrict entry to Zomato's regular delivery personnel based on uniform color.

• Stigmatize non-vegetarians: The term "pure veg" and segregation of delivery staff could be perceived as implying that non-vegetarian food is somehow inferior.

Zomato's response and the road ahead:

Zomato listened to the feedback and took corrective action:

• Rebranded the feature: "Pure Veg" mode is now "Veg Only" mode, offering a more neutral and inclusive option.

• Ditched green uniforms: All delivery personnel will continue wearing the standard red uniform, eliminating visual distinction.

• Focus on inclusivity: Zomato reiterated its commitment to treating all delivery partners equally, regardless of dietary preferences.

The "veg-only" mode is expected to roll out nationally next week. While some believe this is a missed opportunity to cater to a specific customer segment, the move prioritizes inclusivity and avoids potential social and legal ramifications.

Beyond the controversy: What this means for Zomato

• Catering to vegetarians: Zomato still offers a way for vegetarians to filter their searches and ensure their food is prepared in a veg-only kitchen.

• Larger market focus: By removing discriminatory elements, Zomato maintains its appeal to a broader customer base, including vegetarians and non-vegetarians alike.

• Navigating cultural sensitivities: The episode highlights the importance of cultural sensitivity in a diverse market like India. Zomato's quick response demonstrates their commitment to adapting their strategies to customer needs.

The takeaway?

Zomato's reversal on the "pure veg" mode is a reminder that successful businesses need to be sensitive to social and cultural nuances. While catering to specific customer preferences is important, it should be done in a way that promotes inclusivity and avoids unintended consequences. This episode positions Zomato as a company that listens to its users and prioritizes fair treatment for all stakeholders. Whether "veg-only" mode proves successful remains to be seen, but Zomato's course correction is a step in the right direction.