Zomato’s gamble with ‘Eternal’: A visionary leap or just a name game?
Subscribe to enjoy similar stories. A name can mean everything—or nothing. When Zomato decided to rename its corporate entity to Eternal Ltd last week, the industry sat up and took notice.
Was this a strategic move, a branding masterstroke or simply an attempt to manifest a sense of permanence in an unpredictable sector? For consumers, nothing changes—the Zomato app remains Zomato. However, chief executive officer (CEO) Deepinder Goyal sees this as a pivotal moment for the company. “We started using ‘Eternal’ internally when we acquired Blinkit, and we decided we would rename the company when something beyond Zomato became a significant driver of our future," he wrote in a letter to shareholders.
With Blinkit’s expansion and new verticals emerging, that moment seems to have arrived. Also read | With discounts galore, brand loyalty isn’t what it used to be However, some industry experts believe this rebranding is more about optics than substance. A brand expert, speaking on condition of anonymity, remarked that Eternal reflects a desire for permanence in a highly volatile industry.
“Seems they are manifesting an eternal business," he said. “But on a serious note, the food and grocery delivery business in India thrives on cheap labour and low operational costs. The moment labour markets tighten—say, due to a manufacturing boom in regions like UP (Uttar Pradesh) and Bihar—this model will face existential challenges.
Read more on livemint.com
