Zomato faced severe backlash after CEO Deepinder Goyal announced the launch of a “Pure Veg Mode” service to cater to customers who have a vegetarian dietary preference,
Goyal explained the necessity of establishing a separate fleet for vegetarian deliveries, citing instances where food spills resulted in the aroma lingering and affecting subsequent orders. Because of that, this feature exclusively displays restaurants offering vegetarian cuisine. Moreover, orders placed through this mode will be handled by Zomato’s specialised “Pure Veg Fleet,” identifiable by their distinctive green attire and delivery boxes.
Public Reaction:
Zomato’s announcement made headlines across the country and sparked a heated debate on social media. Many people voiced concerns about the potential for division and discrimination arising from the segregation of delivery executives based on dietary preferences.
Lovely. Waiting for “pure veg” housing societies to attack normal red tshirt Zomato riders https://t.co/x6gnaXuAKb
— peeleraja (@peeleraja) March 19, 2024
This is deeply disturbing because now many housing societies in the cowbelt, Gujarat, and even Mumbai will just ban the entry of red-shirted Zomato delivery persons. Mot only promoting discrimination, you are actively putting some of your customers in danger of ostracization! https://t.co/XQl40tjXRy
— Shantanu (@shantanub) March 19, 2024
The use of statistics have provoked even more controversy and anger. While Goyal claimed that India has the largest percentage of vegetarians globally, internet users questioned the truth of his argument, highlighting how more than half of India’s population identifies as non-vegetarian.
India has the largest percentage of vegetarians in the world, and one of the most important feedback we’ve gotten from them is that they are very particular about how their food is cooked, and how their food is handled.
— Deepinder Goyal (@deepigoyal) March 19, 2024
This has to be the worst marketing stunt ever pulled.
To please 10% of India’s veg population you’ve alienated and offended 90% of India’s non-veg population
— Ajit Dhiwal (@me551ah) March 20, 2024
Even Congress MP Karti Chidambaram raised concerns about potential discrimination based on delivery personnel’s dietary choices.
Will this “fleet” exclude delivery personnel based on their personal dietary choices? – that’s the hidden agenda, I fear.
— Karti P Chidambaram (@KartiPC) March 19, 2024
Goyal’s Response:
n response to the uproar following the launch of Zomato’s ‘Pure Veg Mode’ and ‘Pure Veg Fleet,’ Gopal addressed the situation and pledged to retract the scheme if it continued to generate “significant negative social repercussions.”
Just a day later, on Wednesday, Goyal announced a significant update to Zomato’s terms. From then on, all riders, regardless of their assignment to the regular fleet or the ‘Pure Veg Fleet,’ would don the color red. This decision came in the wake of intense online criticism.
Update on our pure veg fleet —
While we are going to continue to have a fleet for vegetarians, we have decided to remove the on-ground segregation of this fleet on the ground using the colour green. All our riders — both our regular fleet, and our fleet for vegetarians, will…
— Deepinder Goyal (@deepigoyal) March 20, 2024
Zomato thus intends to strike a balance between their goals and audience demands.
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