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Zomato Reverses Decision on ‘Pure Veg’ Fleet and Green Uniforms After Social Media Backlash

by TLAteam March 22, 2024March 22, 2024
written by TLAteam March 22, 2024March 22, 2024
Zomato Reverses Decision on ‘Pure Veg’ Fleet and Green Uniforms After Social Media Backlash

In response to widespread criticism following its announcement of a ‘pure veg’ fleet, Zomato has reversed its decision regarding the launching of a green uniform for delivery partners serving vegetarian food. Instead, the company has affirmed that all its delivery partners will continue to wear red uniforms.

“While we are going to continue to have a fleet for vegetarians, we have decided to remove the on-ground segregation of this fleet on the ground using the colour green. All our riders – both our regular fleet, and our fleet for vegetarians, will wear the colour red,” Zomato CEO Deepinder Goyal tweeted on X platform.

Mr Goyal explained that customers who opt for the ‘pure veg’ option can see on the mobile app that their orders are being delivered by the ‘veg only’ fleet.

“This will ensure that our red uniform delivery partners are not incorrectly associated with non-veg food, and blocked by any RWAs or societies during any special days… our rider’s physical safety is of paramount importance to us,” he added.

“We now realise that even some of our customers could get into trouble with their landlords, and that would not be a nice thing if that happened because of us,” Mr Goyal said in the post.

He also thanked the social media for raising these points following the announcement of the “pure veg” service yesterday.

“You made us understand the unintended consequences of this rollout. All the love, and all the brickbats were all so useful – and helped us get to this optimal point. We are always listening, without unnecessary ego, or pride. We look forward to continue serving you,” he said.

The introduction of the “pure veg” service and the associated color-coding sparked significant controversy on social media, with some users likening it to modern-day casteism. Concerns were raised about the potential consequences, such as the exclusion of red-uniformed delivery partners from apartment complexes where vegetarians form the majority, potentially inconveniencing those ordering non-vegetarian meals. Additionally, it was noted that tenants in areas where non-vegetarian food is frowned upon could encounter difficulties.

Mr. Goyal had justified the introduction of the “pure veg” service based on customer feedback, citing India’s high percentage of vegetarians and their preferences for food handling. He explained that Zomato would collaborate with exclusively vegetarian restaurants for this service, ensuring that delivery partners would not handle non-vegetarian orders. The decision to segregate fleets was attributed to concerns about food spillage and odor contamination, emphasizing that the service aimed to cater to dietary preferences rather than religious or caste considerations. Despite this explanation, Mr. Goyal acknowledged the potential for negative social repercussions and pledged to retract the service promptly if necessary.

He emphasized Zomato’s commitment to social responsibility and reassured that the “pure veg” service did not discriminate against any religious or political affiliations.

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