India’s popular food-tech company, Zomato, has announced its decision to rebrand itself as Eternal Ltd., marking a significant shift for the parent company. The rebranding is set to encapsulate the company’s broader vision for growth and long-term sustainability, following its acquisition of grocery delivery service Blinkit. This change emphasizes the firm’s commitment to diversifying beyond its original food delivery platform.
Deepinder Goyal, Zomato's CEO, detailed the reasoning behind the name change during his letter to shareholders. "When we acquired Blinkit, we started using 'Eternal' internally to distinguish between the company and the brand/app. Today, with Blinkit, I feel we are there. We would like to rename Zomato Ltd., the company (not the brand/app), to Eternal Ltd.," Goyal wrote. He emphasized the name's weight, stating, "Eternal is a powerful name, and to be honest, it scares me to my core. It is a tall order to live up to. Because 'Eternal' carries both a promise and a paradox.” This sentiment reflects the magnitude of responsibility he feels this new name holds.
Goyal's narrative is steeped in reflection as he commemorates Zomato’s evolution from its inception back in 2007 when he began coding the first version of the app, then known as Foodiebay. He expressed pride over Zomato becoming the first tech startup from India to enter the BSE Sensex on December 23, the same day Goyal started drafting his letter. Describing his venture's origins, he remarked, "I did not start Zomato to make money. I started it because I wanted to do something worthwhile with my life.” He portrayed Zomato as an “accidental company” born from the desire to provide value to others, which has since grown to include millions of jobs—both direct and indirect—through its operations.
The rebranding has stirred mixed reactions on social media. Many users were puzzled over why such a well-established name like Zomato needed to change. On X (formerly Twitter), one user expressed skepticism, asking, “Sharks always talk about brand recall, so why change something everyone already knows?” Another provided humor, stating, “First it was Foodiebay, then Zomato, now Eternal. At this rate, next season of Shark Tank will feature Deepinder pitching his own rebranded company!” Nonetheless, others defended the decision, considering it indicative of growth. “If Deepinder Goyal is doing this, there must be a bigger vision behind it. Eternal seems futuristic and ambitious,” one supporter tweeted.
The new identity, Eternal Ltd., will manage four business verticals: Zomato, Blinkit, the yet-to-launch food court venture District, and the B2B supplies platform Hyperpure. Goyal indicated the board has approved the name change, pending shareholder consent and official filings. If finalized, the name change will also result in adjustments to the company’s stock ticker, transitioning from ZOMATO to ETERNAL, as well as the rebranding of the corporate website from zomato.com to eternal.com.
Goyal believes this name change transcends mere rebranding; it serves as part of Zomato's mission statement. He insists, “This isn’t just a name change; it is about cultivating our identity.” The endorsement of sustainability and effort to create lasting value reflects the company's aspirations to be more than just its current business model.
Addressing concerns about the redundancy of the existing brand recognition and customer familiarity, Zomato's representatives took to social media to clarify, “Guys, eternal is the parent company. The app will remain Zomato.” This transparency aims to alleviate the apprehensions of loyal customers who may feel disoriented by the name change. Various memes and reactions floated online show the spectrum of views, from disappointment to humor, all showcasing user engagement with Zomato's rebranding.
The challenge awaits as both shareholders and the public now look to see how this strategic shift will play out. Will Eternal Ltd. mark the commencement of new heights for the company, or will it suffer from rebranding challenges? Only time will tell as Zomato, now Eternal, navigates this new chapter. This potential transition reinforces Goyal's view on the multiple founding moments within companies, viewing the rebranding as another stepping stone toward future success.
Goyal closed his letter by reflecting on the entrepreneurial spirit embedded within Zomato—one driven by service rather than profit, asserting hope as the company's guiding principle. This upcoming transformation seems poised to echo the same principles—evolving over time to embrace broader ambitions.