Bye Bye Zomato! Say Hello to ‘Eternal’ – New Name & Logo Revealed

Zomato, a well-known Indian food delivery service, has made a big announcement: it will debut a new logo and change its name to "Eternal." The corporation started utilizing the new name internally more than two years prior to this decision.

Four primary enterprises will be included in Eternal:

The first meal delivery service was Zomato.

Blinkit is a fast-commerce company that specializes on speedy grocery delivery.

District: An endeavor including live events.

Hyperpure: A kitchen supply company that provides restaurants with ingredients.

The company's founder, Deepinder Goyal, sent a letter to shareholders outlining the reasoning for the renaming. "We considered publicly renaming the company when something outside of Zomato became a major driver of our future," he said. With Blinkit, I feel like we're here today."

The company's transformation from a single meal delivery service to a multidimensional business with a wide range of interests is reflected in this rebranding. The action is seen as a calculated attempt to consolidate its many business endeavors under a single roof, indicating its aspirations beyond food delivery.

It's crucial to remember that the Zomato app will keep its previous name and identity even while the parent business is changing its name to Eternal. This implies that consumers will not alter their usage of the Zomato app for meal delivery services.

In order to reflect the company's new corporate identity in the financial markets, the stock ticker will likewise change from Zomato to Eternal.

This rebranding, according to industry analysts, is a logical step for a business looking to diversify its holdings. According to business consultant and angel investor Lloyd Mathias, the term "Eternal" successfully serves to distinguish the company's many divisions and denotes expansion.

Similarly, a long-standing affiliation with one business sector might impede diversification, which is something the firm is now eager to do with its rebranding, according to Samit Sinha, founder and managing partner of Alchemist Brand Consulting.

This action is similar to other multinational IT companies' rebranding initiatives. For example, when Google changed its name to Alphabet in 2015, it was able to accommodate a wide range of subsidiaries while streamlining its main business. Similar to this, Facebook brought all of its services under one corporate roof in 2021 when it changed its name to Meta.

As the firm diversifies, rebranding and restructuring are often required when a parent company shares its name with its main brand, according to Arun Iyer, founder of Spring Capital, who sees the rebranding as a normal corporate development. He thinks the name change is a logical step.

Bobby Pawar, a creative consultant, thinks that the company's marketing initiatives will have a significant impact on sub-brand awareness. He said, "Such moves happen when you've achieved a certain amount of scale, and Eternal seems to have achieved that."

Hypercollective's founder and CCO, K.V. Sridhar, highlights that stakeholders and corporate entities would be the primary targets of the name change. Customers won't notice any changes to the user experience as a result of the rebranding.

The rebranding is seen as a calculated step to be ready for future expansion as the business diversifies with initiatives like District and Hyperpure. According to Sridhar, the choice to switch to "Eternal" may open the door for growth into new markets including e-commerce, technology, and logistics.

The firm is already enjoying tremendous sales growth, with a 64% year-on-year rise to Rs 5,405 crore in the December quarter. It did, however, announce a sizable loss from Blinkit, its quick-commerce division.

Since the parent business is now "Eternal," this division guarantees that no one flagship brand is given preferential treatment and enables the parent firm to support each of its brands equally. In the end, experts concur that even while the name change may seem to be a minor adjustment, it sets the stage for the business to ultimately develop into a full-fledged holding company that would manage many brands.

In conclusion, the rebranding to "Eternal" is a calculated attempt to consolidate the business's many endeavors under a single roof, representing its aspirations beyond meal delivery. To ensure a smooth user experience, the Zomato app will continue to function under its current identity even while the parent company's name and stock ticker are changing.