Zomato introduces a dedicated fleet to target the market for vegetarianism

To accommodate customers who want to order from eateries that serve only vegetables, online meal delivery startup Zomato said on Tuesday that it will be launching a vegetarian-only delivery service.

Rather from the customary red delivery boxes, the Pure Veg Fleet will feature green ones. The new service was launched because of client input, according to Zomato CEO Deepinder Goyal. The new vertical, according to him, is intended for those who only eat vegetarian food.

Orders from restaurants providing purely vegetarian fare will be handled by the pure veg vertical, which will not accept orders from establishments selling other types of cuisine. Goyal said, “This means a vegetarian meal served by a non-vegetarian restaurant will never fit inside the green delivery box.”

Customers may purchase vegetarian meals from the majority of online food delivery services, such as Zomato, which already has a filter for searching “pure veg” eateries. Nonetheless, there have been incidents when non-vegetarian food was accidentally delivered to vegetarian clients, which embarrassed the online platforms.

Why was it necessary for us to divide the fleets? Because sometimes, in spite of everyone’s best efforts, food does leak into the delivery boxes. In some situations, the prior order’s odor may permeate the subsequent order and cause it to smell like the prior order. We have to divide the fleet for vegetarian orders because of this, Goyal said.

Many people referred to Zomato’s decision as casteist, while others applauded it.

According to Goyal, the delivery partner’s religion or dietary preferences won’t be grounds for discrimination by the vegetarian fleet. He threatened to discontinue the service if unfavorable effects occurred, such residential societies excluding any save the pure-vegetarian fleet from entering their buildings.