Zomato has officially rebranded its parent company to Eternal Ltd, stirring up waves of social media reactions and confusion among its user base. The announcement, made by Zomato’s CEO Deepinder Goyal, seems to indicate a significant shift for the food delivery giant as it expands its business beyond traditional offerings.
The name change, revealed on February 6, 2025, follows over two years of internal usage of the term “Eternal” after the acquisition of Blinkit, Zomato’s quick-commerce unit. The full corporate identity transition is set to include changes to their website from zomato.com to eternal.com and the modification of their stock ticker from ZOMATO to ETERNAL.
Goyal explained the rationale behind the rebrand, stating, “Our corporate website will transition from zomato.com to eternal.com. We will also change our stock ticker from ZOMATO to ETERNAL.” This rebranding encapsulates Zomato’s diverse ventures under one umbrella, which now comprises food delivery service Zomato, the quick-commerce platform Blinkit, restaurant management services through District, and B2B kitchen supplies from Hyperpure.
Crisis management, as it seems, was also part of the game plan, as Zomato swiftly took to social media to clarify the nature of the change. Responding to user speculation about the fate of their beloved app, the company asserted, “Guys, Eternal is the parent company—the app will remain Zomato.” This message, accompanied by laughing emojis, was meant to alleviate fears and clear up misunderstandings.
With humor mixed among the confusion, social media saw its fair share of witty remarks. One user quipped, “What is this, Doom Eternal but for biryani deliveries?” Another lamented, “For lazy people like me, it was easy to find the Zomato app at the end of my phone’s list. Now I’ll have to search for it.” Clearly, the change stirred both trepidation and hilarity within the app’s frequent users.
Critics of the rebranding echoed sentiments reflecting on unnecessary complications, likening Zomato’s name change to similar transitions made by other tech giants. “Twitter > X, Facebook > Meta, Zomato > Eternal. Only creates complications for us,” one user commented. Such views highlight the typical uncertainties associated with corporate rebranding.
Nonetheless, there are voices of approval as well. One social media user praised the new name by saying, “Eternal is such a beautiful name, and it signifies your ethos.” Goyal, reflecting on the name change, mentioned how the title “Eternal” is not merely superficial but rather serves as “a mission statement” for the company’s aspirations for longevity and diversification.
With Zomato’s net profit having taken significant hits due to competitive pressures, this shift to Eternal might symbolize not only renaming but potentially revitalizing the company’s growth efforts. Goyal pointed out, “We thought of publicly renaming the company when something beyond Zomato became significant. Today, with Blinkit, I feel we are here.”
The overarching message is clearer now: this rebranding is positioned as part of Zomato’s broader strategy to consolidate various business units under one cohesive identity, reflecting ambitions beyond the realms of food delivery alone.
And how does this dynamic affect customers? Essentially, the user experience they’ve grown accustomed to remains fluid and unchanged, even if the corporate face of their favorite delivery platform evolves. Yet, as the company takes steps toward diversification, how Zomato adapts its operations and marketing communications will remain pivotal.
Rebranding, as evidenced here, serves as both bold innovation and considerable risk. For Zomato, steering its identity toward Eternal might confirm aspirations to establish stability and permanence within the competitive market of food and grocery delivery. Only time will tell if this transformative measure sustains the company through the challenges it faces.