The Aryavarth Express
Agency(New Delhi): In response to a considerable backlash over its announcement to introduce separate green uniforms for a vegetarian-only food delivery service, Zomato CEO Deepinder Goyal on Wednesday declared the company’s decision to retract this initiative. Initially, the plan was to have a distinct ‘Pure Veg’ fleet for delivering orders from vegetarian-only restaurants, a decision that was met with a mix of criticism and some support across social media platforms. However, less than 24 hours after the announcement, Goyal revealed through a post on X, formerly known as Twitter, that the company would continue with its existing red shirts/t-shirts for all delivery personnel, including those handling vegetarian orders.
Goyal explained that while Zomato will still operate a fleet dedicated to vegetarian deliveries, there will no longer be an on-ground distinction made through the use of green uniforms. This decision was made to prevent any possible misassociation of Zomato’s delivery partners with non-vegetarian orders and to ensure their safety, as well as to mitigate any potential issues for customers with their landlords or communities. Goyal emphasized the importance of the delivery partners’ physical safety and the company’s commitment to avoiding causing any trouble for customers due to the company’s actions.
Despite the rollback, the concept of having a specialized fleet for vegetarian orders remains, with Goyal assuring that this will be reflected in the Zomato app and that customers’ vegetarian orders will be delivered by the ‘Veg Only’ fleet. However, this decision has raised questions about the logistical efficiency of having two separate delivery fleets, with concerns about the potential increase in delivery costs and the environmental impact of using additional resources for separate deliveries.
The initiative had initially been introduced as a response to feedback from vegetarian customers who wished to ensure that their vegetarian orders did not come into contact with non-vegetarian items. Goyal had stressed that the ‘Pure Veg Mode’ service was intended to cater to dietary preferences without any religious or caste discrimination. Nonetheless, the announcement had sparked debates about the possibility of fostering discrimination and societal divisions, leading to calls for the company to reconsider its approach.
Goyal thanked the public for their feedback, acknowledging that it helped the company understand the potential unintended consequences of their initial rollout. He reiterated Zomato’s readiness to reverse the ‘Pure Veg Mode’ service if it led to significant negative social repercussions, demonstrating the company’s willingness to adapt to public sentiment and social responsibility.