Zomato CEO Deepinder Goyal recently unveiled the “Pure Veg Mode,” a service designed exclusively for vegetarian customers, complete with a dedicated “Pure Veg Fleet” donned in distinctive green uniforms. This initiative aims to ensure vegetarian orders are delivered without the risk of cross-contamination from non-vegetarian foods, a concern highlighted by Goyal due to incidents of food aroma lingering from previous deliveries.
The announcement ignited a fiery debate across social media platforms, with many users criticizing the move as potentially divisive and discriminatory. Concerns were raised about the safety and acceptance of delivery personnel in areas with strong vegetarian preferences, with fears that those in traditional red uniforms might face exclusion or harassment.
Critics also challenged Goyal’s justification based on the proportion of vegetarians in India, citing data to argue that the majority of Indians are non-vegetarians. Amidst the backlash, a few voices emerged in support of the initiative, appreciating the effort to cater to the specific needs of vegetarian customers.
In light of the intense feedback, Goyal announced a significant amendment to the plan. While maintaining the ‘Pure Veg Fleet,’ Zomato decided to unify the attire of all delivery partners under the color red, thereby removing any on-ground distinction between vegetarian and regular fleets. This change aims to address concerns of social division while still catering to vegetarian preferences.
Goyal expressed gratitude for the community’s input, which helped Zomato navigate the controversy and reach a compromise. This episode serves as a reminder of the complexities businesses face when trying to accommodate diverse consumer preferences in a culturally rich and varied market like India.
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