Brands With A Social Voice

Taking a stand on sensitive issues is risky but necessary to win customer loyalty.

- Sonal Khetarpal

FOOD AGGREGATOR and delivery company Zomato recently won hearts for its stand against an unusual de-mand. The Gurgaon-based firm refused to appease a customer demanding that a Hindu delivery boy bring in his order. Taking a courageous stand — unlike most brands, which prefer to stay mum on sensitive issues — Zomato tweeted it does not discriminate on the basis of race or religion. “Food doesn’t have a religion. It is a religion,” it said. From celebrities and politicians to common people, all appreciated the move. Former Election Commissioner S.Y. Quraishi and former Jammu and Kashmir Chief Minister Omar Abdullah tweeted in favour of Zomato. Many others ordered food from its app to show support.