Zomato to Rebrand as Eternal Limited: A Strategic Shift Post-Blinkit Acquisition
Zomato’s Rebranding Journey
Zomato, one of India’s leading foodtech giants, has taken a significant step toward reshaping its corporate identity. The company has received approval from its shareholders to change its name to Eternal Limited. This decision marks a major shift in the company’s branding strategy as it seeks to expand its portfolio beyond its well-established food delivery app. The name change reflects Zomato’s evolving business model, especially following its acquisition of Blinkit, a quick commerce platform.
Approval from Shareholders
Zomato made the announcement in an exchange filing, stating that its shareholders have passed a special resolution approving the proposal to change the company’s name and amend the Memorandum of Association and Articles of Association accordingly. This approval signifies a unanimous shift in the company’s direction, signaling that its vision has evolved and its stakeholders are on board with the new strategy. The rebranding aims to better represent Zomato’s expanding focus and diversify its business activities, especially after the integration of Blinkit.
Why ‘Eternal’?
The decision to adopt the name “Eternal Limited” comes after Zomato began using the term ‘Eternal’ internally. Zomato cofounder and CEO Deepinder Goyal shared in a shareholders’ letter last month that the term was introduced to distinguish its corporate identity from its popular food delivery app. The name “Eternal” is designed to reflect the company’s ambitions to move beyond food delivery and expand into other sectors, especially with Blinkit’s inclusion in the business.
The rebranding is an effort to reshape public perception, signaling that Zomato is no longer just a food-tech company but a broader, future-ready business. This name change also implies a long-term, enduring presence in the tech and commerce space. Zomato’s future focus will likely extend to exploring other verticals and business models, positioning itself as a multi-faceted company in the rapidly growing Indian digital ecosystem.
Impact of Blinkit Acquisition on Zomato’s Strategy
The acquisition of Blinkit, a platform known for delivering groceries and daily essentials at a rapid pace, was a pivotal moment in Zomato’s history. The merger not only expanded Zomato’s service offerings but also aligned the company with the rising trend of quick commerce in India. With the “Eternal” rebrand, Zomato is signaling its intent to provide a diverse set of services that cater to the evolving demands of Indian consumers, from food delivery to daily essentials and beyond.
This strategic shift comes at a time when Indian consumers are increasingly demanding speed and convenience, a need that Blinkit fulfills by delivering groceries in a matter of minutes. By adopting the Eternal name, Zomato aims to seamlessly integrate Blinkit into its broader business ecosystem without being solely associated with food delivery.
Strategic Vision for the Future
Zomato’s decision to rebrand as Eternal Limited reflects the company’s vision of becoming a multi-dimensional platform that serves the changing needs of modern consumers. The name change will help to redefine the company’s mission, positioning itself as more than just a food delivery service. Instead, Zomato now aspires to be a more comprehensive platform for various consumer needs, tapping into areas such as e-commerce, logistics, and digital services.
The rebranding also signals Zomato’s commitment to building a long-term, sustainable business that extends beyond food tech. With Blinkit’s integration, Eternal Limited is setting itself up for future growth, focusing on innovation and adapting to rapidly evolving market trends.
Conclusion: A New Chapter for Zomato
Zomato’s decision to rename itself as Eternal Limited represents a major shift in its business strategy. With the approval from shareholders and a new identity that reflects its broader ambitions, Zomato is positioning itself as a more diversified player in the Indian digital space. The company’s acquisition of Blinkit and its new focus on quick commerce and other services highlights its commitment to adapting to the changing consumer landscape. As Zomato embarks on this new journey, the rebranding is a clear signal of its intent to become a key player in India’s ever-evolving tech and commerce sectors.
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