Zomato As of February 6, 2025, has officially rebranded itself as “Eternal” and unveiled a new logo. This rebranding reflects the company’s expansion beyond food delivery to include Blinkit (quick-commerce), District (live events), and Hyperpure (kitchen supplies). Founder Deepinder Goyal highlighted the significant impact of Blinkit on the company’s growth, leading to increased investor interest in quick commerce. Previously, in August 2022, “Eternal” was used as an internal identity with no plans to rename the Zomato app.
However, the recent announcement indicates a shift in strategy, with the company now publicly adopting the “Eternal” brand to encompass its diversified business ventures. Zomato’s rebranding to “Eternal” signifies its evolution from a food delivery service to a multifaceted platform encompassing various services. The rebranding reflects the company’s expansion beyond food delivery to include Blinkit (quick-commerce), District (live events), and Hyperpure (kitchen supplies).
Founder Deepinder Goyal highlighted the significant impact of Blinkit on the company’s growth, leading to increased investor interest in quick commerce. This strategic move underscores Zomato’s commitment to diversifying its offerings and adapting to the evolving market landscape. By uniting its various services under the “Eternal” brand, the company aims to create a cohesive identity that reflects its long-term vision and dedication to innovation. Zomato’s rebranding to “Eternal” marks a significant shift in its corporate identity, reflecting its evolution from a singular food delivery service to a multifaceted platform encompassing various sectors. This strategic move aims to unify its diverse businesses under one umbrella, signaling a commitment to long-term growth and innovation.
Background and Rationale
Initially, “Eternal” was conceived as an internal identity to foster cohesion among Zomato’s expanding ventures, including Blinkit (quick-commerce), Hyperpure (kitchen supplies), and District (live events). Founder and CEO Deepinder Goyal emphasized that the term “Eternal” embodies the company’s mission to build enduring businesses with a long-term vision.
In August 2022, Goyal clarified that there were no immediate plans to rename the Zomato app to “Eternal,” stating that the internal rebranding was intended to unify the company’s various businesses and leaders under a common mission.
Strategic Developments Leading to Rebranding
Over the past few years, Zomato has diversified its portfolio through strategic acquisitions and the launch of new services:
- Blinkit Acquisition: In June 2022, Zomato acquired quick-commerce startup Blinkit (formerly Grofers) in an all-stock deal worth $568 million, marking its entry into the rapid grocery delivery market.
- Hyperpure: Launched to supply high-quality ingredients to restaurant partners, Hyperpure reflects Zomato’s commitment to enhancing the food supply chain.
- District: The introduction of the District app signifies Zomato’s foray into live events and ticketing, further diversifying its service offerings.
Implications of the Rebranding
The adoption of the “Eternal” brand represents Zomato’s ambition to be perceived as a comprehensive service provider beyond its original scope. By consolidating its various services under the Eternal umbrella, the company aims to create a cohesive identity that resonates with its long-term objectives and diversified business model.
This rebranding also reflects Zomato’s response to the evolving market landscape and its readiness to adapt to new consumer demands. The move underscores the company’s strategic intent to position itself as a versatile and enduring entity in the competitive market.
In summary, Zomato’s transition to “Eternal” symbolizes its strategic evolution into a multifaceted platform, unifying its diverse services under a singular, enduring identity.
More about Zomato
Zomato is a leading Indian multinational restaurant aggregator and food delivery company. Founded in 2008 by Deepinder Goyal and Pankaj Chaddah, it started as Foodiebay, a platform for restaurant discovery and reviews. In 2010, it rebranded as Zomato and expanded its services to include food delivery, online table reservations, and restaurant supply chain management.
Services Offered
Zomato has diversified its business into multiple areas:
- Food Delivery – Partners with restaurants to deliver food to customers.
- Zomato Pro – A membership program offering discounts and exclusive deals at partner restaurants.
- Blinkit – A quick-commerce platform (formerly Grofers) acquired in 2022, delivering groceries and essentials.
- Hyperpure – Supplies high-quality ingredients and kitchen essentials to restaurants.
- Zomato Live/District – A newly launched platform for live events, ticketing, and entertainment.
Global Expansion
Zomato initially expanded into multiple international markets, including the UAE, the UK, Canada, and Australia. However, it later scaled back its operations to focus more on India and high-growth regions.
Key Milestones
- 2010 – Rebranded from Foodiebay to Zomato.
- 2015 – Entered the food delivery segment.
- 2021 – Became the first Indian food tech company to go public with its IPO.
- 2022 – Acquired Blinkit, expanding into quick commerce.
- 2025 – Announced its rebranding to Eternal, consolidating its services under one identity.
Business Model of Zomato
Zomato earns revenue through:
- Commissions from restaurants on food orders.
- Subscription fees from Zomato Pro users.
- Advertising and promotional partnerships with restaurants.
- Hyperpure supply chain business.
Competitors of Zomato
In India, Zomato competes with Swiggy, Amazon Food (discontinued in 2023), and Dunzo in the quick commerce space.
Future Outlook
With its recent rebranding to Eternal, Zomato aims to establish itself as a long-term player beyond food delivery, covering quick-commerce, restaurant supply, and live events. Its strategic focus is on expansion, profitability, and market leadership in India’s evolving digital commerce landscape.
