Zomato Ltd. has rebranded as Eternal Ltd. to reflect its expansion beyond food delivery into multiple business verticals, including Blinkit, Hyperpure, and District. Despite the corporate name change, the Zomato brand remains unchanged for consumers. This strategic move aligns with the company’s growth in quick commerce and B2B services. Industry experts see this as a step toward better corporate structuring and investor clarity.
Zomato Rebrands as Eternal Ltd., Reflecting Diversified Business Portfolio
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In a strategic move reflecting its evolving business landscape, Zomato Ltd., the prominent food-tech company, has officially rebranded its corporate identity to Eternal Ltd. This change, approved by shareholders, signifies the company’s expansion beyond its original food delivery services.
Diversification into Multiple Verticals
The rebranding to Eternal Ltd. encompasses the company’s broader business ventures, which now include four primary verticals:
- Zomato: The core food delivery platform.
- Blinkit: A quick commerce unit specializing in rapid delivery of groceries and essentials.
- District: A going-out service facilitating restaurant reservations and event bookings.
- Hyperpure: A business-to-business grocery supply chain catering to restaurants and food businesses.
This diversification reflects Eternal Ltd.’s commitment to integrating various facets of the food and quick commerce industries under one corporate umbrella.
Maintaining Brand Identity
Despite the corporate name change, the consumer-facing brand and app will continue to operate under the well-established Zomato name. This approach ensures brand continuity and familiarity for its extensive user base. citeturn0search0
Strategic Rationale Behind the Rebranding
The decision to adopt the Eternal Ltd. name was influenced by the company’s acquisition of Blinkit (formerly Grofers) in 2022, which marked a significant expansion into quick commerce. Internally, the name “Eternal” has been in use since then to distinguish the parent company from its individual brands. CEO Deepinder Goyal highlighted that with Blinkit becoming a substantial driver of future growth, the timing was appropriate to publicly rename the company to Eternal Ltd. citeturn0search0
Expert Perspective
Industry analysts view this rebranding as a strategic alignment with the company’s diversified business model. By distinguishing the corporate entity from its consumer brands, Eternal Ltd. can streamline operations and clearly communicate its multifaceted offerings to investors and stakeholders.
The transition from Zomato Ltd. to Eternal Ltd. represents a pivotal moment in the company’s evolution, reflecting its growth beyond food delivery into a comprehensive food and quick commerce conglomerate. This rebranding positions Eternal Ltd. to effectively manage its diverse business interests while maintaining the strong consumer recognition associated with the Zomato brand.ngs beyond traditional boundaries.
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