Zomato Rebrand: Focusing on Quick Commerce

Zomato's Strategic Rebranding to Eternal

Zomato, a leading Indian food delivery company, is initiating a rebranding effort to become known as Eternal. This strategic move is designed to reflect the increasing importance of its quick-commerce division, Blinkit, as a primary growth engine.

Expanding Business Portfolio

The company, headquartered in Gurugram and recently added to the BSE Sensex index in December, announced the name change on Thursday. It aims to more accurately represent its diversified business interests.

These interests now encompass Blinkit, the B2B operation Hyperpure, and the events platform District, alongside its core food delivery service.

Maintaining the Zomato Brand

Notably, the Zomato app and the existing brand identity for food delivery will not be altered by this change.

Blinkit's Rapid Growth

Over the last year, Blinkit has experienced substantial growth, surpassing the scale of Zomato’s traditional food delivery business. Industry analysts predict that Blinkit could contribute up to 70% of the group’s overall value within the next year.

The Origin of "Eternal"

Founder Deepinder Goyal explained in a letter to shareholders that the name “Eternal” was initially adopted internally following the acquisition of Blinkit. This was done to differentiate the parent company from the consumer-facing food delivery brand.

A Mission Statement, Not Just a Name

Goyal described “Eternal” as a name that is both inspiring and daunting. He stated that it represents a significant commitment and embodies a fundamental paradox.

“This isn’t simply a cosmetic alteration; it represents our core mission,” Goyal wrote to investors.