Indian food and grocery delivery giant Zomato announced on Thursday that it will rebrand itself as "Eternal," unveiling a new logo and marking a significant shift in its corporate identity. The move comes more than two years after the company began using the "Eternal" name internally. The rebranding reflects Zomato's evolution from a food delivery platform to a diversified conglomerate with multiple business verticals.
Eternal will encompass Zomato's four major businesses: its core food delivery vertical (Zomato), quick-commerce unit (Blinkit), live events business (District), and kitchen supplies unit (Hyperpure). The decision to rebrand publicly underscores the company's transformation and its ambition to position itself as more than just a food delivery platform.
In a letter to shareholders, Zomato's Founder and CEO, Deepinder Goyal, explained the rationale behind the change. "We thought of publicly renaming the company when something beyond Zomato became a significant driver of our future," Goyal wrote. "Today, with Blinkit, I feel we are here."
The rebranding highlights the growing importance of Blinkit, Zomato's quick-commerce arm, which has emerged as a key growth driver for the company. When Zomato acquired Blinkit in mid-2022, the move was met with skepticism from investors. However, Blinkit's success has since silenced critics, with quick commerce becoming a major focus area for the company.
Blinkit, along with Swiggy's Instamart, has revolutionized the way Indians shop for groceries and essentials. The convenience of 10-minute deliveries has not only changed consumer behavior but also forced established players like Reliance Industries' JioMart, Amazon, and Walmart's Indian operations to launch their own quick-commerce services.
The rebranding to Eternal signifies a strategic shift for the company, reflecting its transition from a single vertical (food delivery) to a multi-faceted business model. By consolidating its diverse businesses under one umbrella, Zomato aims to streamline its operations and present a unified identity to stakeholders.
The new logo and name also symbolize the company's long-term vision. "Eternal" conveys a sense of permanence and resilience, aligning with Zomato's ambition to build a sustainable and enduring business.
The rebranding comes at a time when Zomato is witnessing strong growth across its verticals. Blinkit, in particular, has been a standout performer, contributing significantly to the company's revenue and market valuation. The quick-commerce sector in India is booming, and Zomato is well-positioned to capitalize on this trend.
Moreover, the inclusion of District (live events) and Hyperpure (kitchen supplies) under the Eternal umbrella highlights Zomato's efforts to diversify its revenue streams and reduce its reliance on any single business vertical.
The move has been well-received by investors, who have shown increasing confidence in Zomato's ability to innovate and adapt to changing market dynamics. The company's stock price has seen a steady uptick, reflecting optimism about its future prospects.
As Zomato transitions to Eternal, it sets the stage for a new chapter in its journey. The rebranding is not just a cosmetic change but a reflection of the company's evolution and its commitment to building a lasting legacy in the Indian market.
Leave Your Comment