Zomato: Visionary leap or just a name game?

The food and grocery delivery company's rebranding to Eternal follows a path well-trodden by global tech giants like Meta, Alphabet and X

- Gaurav Laghate

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.

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 labor and low operational costs. The moment labor markets tighten—say, due to a manufacturing boom in regions like UP (Uttar Pradesh) and Bihar—this model will face existential challenges. Indian consumers are highly price-sensitive and unwilling to pay steep delivery fees, making sustainability a real concern. The question is: will Eternal live up to its name when these economic shifts occur?"

Rationale for the name change