Zomato rolls back green-dressed ‘pure veg mode’ after massive backlash
Zomato introduces pure veg mode
Food delivery app Zomato rolled back'pure-veg' mode of food deliverythat was supposed to cater to customers with a 100 per cent vegetarian dietary preference. The mode of delivery, in which the delivery persons were supposed to wear green dresses,exclusively ensured the delivery of vegetarian foodby the "pure veg fleet", and was identifiable by its green delivery boxes.
It distinguished them from Zomato's signature red attire and bags.
"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 wear the colour red," Zomato CEO Deepinder Goyal wrote on X on Wednesday (Mar 20).
CEO Deepinder Goyal had earlier said thatIndia, having the world's largest population of vegetarians, has provided valuable feedback emphasising their meticulousness regarding food preparation and handling.
The launch of pure veg modeaimed to accommodate these dietary preferences, he had added.
Goyal himself was photographed delivering pure veg orders,illustrating his personal involvement in the initiative.
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Goyal had clarified that non-vegetarian meals or vegetarian meals from non-vegetarian establishments will not be dispatched using the green delivery boxes allocated for the Pure Veg Fleet.
The announcement sparked varied responses on social media. While some lauded Zomato's innovative marketing strategy, others criticised it as discriminatory, fearing potential bans on red-shirted delivery personnel in residential communities.
Despite the mixed reactions, Goyal had maintained that the initiative neither caters to nor alienates any religious or political preferences.
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Zomato also plans to introduce more specialised fleets to meet diverse customer needs.
For instance, it is developing a dedicated cake delivery fleet equipped with hydraulic balancers to safeguard cakes from damage during transit, demonstrating their commitment to enhancing customer experience.
(With inputs from agencies)