Zomato’s Bold New Chapter: Rebranding to Eternal for an Enduring Future

By Saurav Arvind P, CEO & Chief Brand Strategist of Statix.pro

In an era where transformation is the cornerstone of innovation, few corporate moves have captured as much attention as Zomato’s strategic rebranding. Recently, the food-tech giant announced that its corporate identity would change from “Zomato Limited” to “Eternal Limited,” even as the popular food delivery app retains its original name. This shift not only signals a new phase of diversification and strategic expansion but also underscores the company’s ambition to evolve into a multi-dimensional technology powerhouse.

A Historical Perspective: From FoodieBay to Eternal

Founded in 2008 as FoodieBay, the company reinvented itself in 2010 as Zomato, rapidly becoming a household name in India’s digital food ordering space. Over the years, Zomato expanded its horizons—from pioneering restaurant discovery to introducing online ticketing and even dabbling in grocery delivery during the pandemic. Today, under its new corporate umbrella, Eternal Limited, the company embraces a broader vision. This rebranding comes on the heels of significant strategic moves, such as the acquisition of Blinkit, and marks a deliberate pivot toward a future that transcends traditional food delivery (en.wikipedia.org).

The Anatomy of the Rebrand

At its core, the rebranding to Eternal is not merely a cosmetic overhaul. It is a clear signal that the company is evolving into a conglomerate that houses multiple business verticals. Under the Eternal banner, four key segments now stand:

• Zomato: The iconic food delivery app that millions have come to love.
• Blinkit: The quick-commerce unit, which has been a game changer in redefining instant deliveries.
• District: An emerging platform focused on live events and dining-out experiences.
• Hyperpure: The kitchen supplies arm catering to the burgeoning restaurant ecosystem.

By separating the corporate identity from the consumer-facing brand, the leadership is paving the way for each division to flourish independently while benefiting from shared strategic synergies. This move mirrors similar successful rebranding strategies by global giants—think Alphabet for Google or Meta for Facebook—where a new parent company identity offers clarity and flexibility for diversified growth ( entrepreneur.com ).

Unveiling the New Look: The Design and Logo

Central to this rebranding effort is the unveiling of a new logo that embodies the company’s renewed vision. The refreshed design, as reported by Indian Express, was crafted to represent dynamism, innovation, and the enduring spirit that the name “Eternal” conveys ( indianexpress.com ). The logo’s minimalist yet impactful aesthetic is meant to resonate with modern consumers while honoring the legacy of the brand. It is a visual metaphor for continuity and resilience—a promise that the company will adapt and thrive in an ever-changing marketplace.

Market Reaction: Nostalgia Meets Strategic Optimism

Change, even when strategically sound, is rarely received without mixed emotions. Social media platforms have been abuzz with reactions ranging from nostalgic laments to enthusiastic support for the company’s bold vision. Many loyal customers expressed that “Zomato was an emotion,” underscoring the deep connection that the brand has forged over the years ( timesofindia.indiatimes.com ). Meanwhile, industry experts and investors see the rebrand as a timely strategic move that will provide the clarity needed to navigate an increasingly complex business landscape. By carving out a distinct corporate identity, Eternal Limited can now pursue riskier bets in its non-core segments without affecting the beloved Zomato app.

Driving Trends and Recent Updates

The rebranding is occurring against the backdrop of several noteworthy trends and developments within the company and the broader market:

• Rapid Growth in Quick Commerce: Blinkit, now a major component under Eternal, has been a catalyst for quick commerce innovations. Recent quarterly reports indicate significant profit surges and robust growth in gross order values, highlighting consumer demand for ultra-fast delivery services (
• Diversification Beyond Food Delivery: The launch of District for dining out and live events, along with the strategic acquisition of Paytm’s ticketing business, signals an ambitious pivot. These moves are aimed at capturing new revenue streams and mitigating the risks of being solely dependent on the food delivery sector.
• Market Position and Growth Forecasts: With a dominant market share of 58% in food delivery (compared to competitors like Swiggy), and an annual growth rate projected at around 30% for the core meal delivery segment, Zomato’s outlook remains robust. Such figures not only reinforce its current market leadership but also validate the company’s long-term growth strategy (
• Operational Innovations: Recent features—like the ability to build multi-restaurant carts and the rollout of hyperlocal delivery services—illustrate a commitment to enhancing the customer experience and streamlining operations. These innovations are critical in maintaining competitive advantage in a market that is continually evolving.

The Future of Eternal: Charting a New Course

Looking forward, the rebranding to Eternal Limited positions the company to harness emerging technologies and market trends effectively. Here are some key areas where Eternal is expected to make a significant impact:

1. Embracing Digital Transformation: As technology continues to redefine consumer expectations, Eternal is well-poised to integrate advanced data analytics, artificial intelligence, and machine learning into its operations. This integration will not only enhance personalization but also optimize delivery logistics and customer engagement strategies.
2. Expanding the Ecosystem: The diversified structure under Eternal creates ample opportunities for cross-selling and bundling services across its four key verticals. For example, the integration between food delivery and live events can offer unique experiences that go beyond mere transactional interactions.
3. Strengthening Investor Confidence: The clear segmentation and transparent reporting of each business unit will provide investors with a more granular understanding of performance. This could lead to a more favorable valuation and greater investor confidence in the company’s long-term prospects.
4. Navigating Market Challenges: While the rebranding opens new avenues, it also comes with its share of challenges. Maintaining the emotional connect with customers, ensuring seamless integration across divisions, and managing operational complexities will be critical. However, the strategic foresight demonstrated by the leadership instills confidence that these challenges can be transformed into growth opportunities.
5. Innovation in Customer Experience: Future initiatives are likely to focus on enhancing the end-to-end customer experience. Whether through the development of a super-app that consolidates all services or through targeted innovations in quick commerce and hyperlocal delivery, Eternal’s future roadmap appears geared towards creating a seamless, omnichannel experience.

Strategic Implications for the Industry

Eternal Limited’s transformation is not just an isolated event—it is emblematic of a broader trend in the digital economy. As companies evolve from niche service providers to comprehensive platforms, the boundaries between different business verticals blur. This convergence is driving innovation, fostering healthier competition, and ultimately offering more value to consumers. In the case of Eternal, the rebrand is a strategic masterstroke that aligns the company’s identity with its ambitions, setting a benchmark for others in the industry.

Conclusion: A Vision for Enduring Success

Zomato’s evolution into Eternal Limited is a bold declaration of its intent to remain at the forefront of innovation in a rapidly changing market. By retaining the beloved Zomato brand for its consumer app while rebranding the corporate entity, the company has struck a balance between legacy and progress. This dual identity enables Eternal to leverage its storied past while confidently charting a course toward a diversified and technologically advanced future.

For industry professionals, investors, and customers alike, the rebranding offers an exciting glimpse into the next phase of growth—a phase characterized by digital transformation, strategic diversification, and a relentless pursuit of innovation. As Eternal continues to expand its ecosystem and redefine the standards of customer service in food-tech and beyond, one thing is clear: the journey from Zomato to Eternal is not just about a name change—it’s about building an institution that is truly built to last.

Keywords: Rebranding, FoodTech, Innovation, Digital Transformation, Quick Commerce, Corporate Strategy, Brand Evolution, Eternal, Zomato, Entrepreneurship, Future of Food Delivery, Diversification, Market Trends Hashtags: #Zomato #Eternal #Rebranding #FoodTech #Innovation #DigitalTransformation #QuickCommerce #BrandEvolution #FutureofFood

As we witness this transformation, it’s evident that change is the only constant in today’s business landscape. Eternal is not just a new name; it is a renewed commitment to excellence, resilience, and long-term success in an ever-evolving world.