Zomato found itself at the centre of a significant controversy after introducing a green dress fleet for the delivery of pure vegetarian food. The move sparked considerable uproar on social media, prompting zomato to swiftly retract the decision within 24 hours. Critics argued that it posed privacy and security concerns, catching the company off guard by the vehement opposition.
CEO Deepinder Goyal candidly addressed the issue, stating that their decision was based on promising statistics gathered from market research on pure vegetarian service. Surveys conducted among over 1,600 individuals, primarily aged over 50, revealed that 72 percent of respondents expressed a demand for such a service. Spiritual reasons, rather than considerations of caste or religion, were cited as the primary motivation.
However, Goyal acknowledged that around 20 percent of the respondents were against the idea. He emphasized that dietary choices, including temporary shifts towards vegetarianism during festivals or spiritual journeys, should not be politicized. The majority of reactions on social media were positive, indicating strong support for the initiative. Despite this, zomato opted to heed the advice of detractors and retract the green dress fleet.
Responding to queries about the timing of the launch coinciding with elections and festivals, Goyal clarified that these factors were unrelated to the decision-making process. Approximately 25 percent of Zomato's customer base identifies as vegetarian, with vegetarian orders comprising about 65 percent of all orders. The withdrawal of the initiative was ultimately driven by concerns for the safety and well-being of the delivery team, highlighting Zomato's commitment to customer and employee welfare.
