In a bold move to reflect the evolution of its business, Zomato Limited, the popular food delivery giant, has announced its decision to change its name to “Eternal Limited.” This change is part of a larger strategic shift, marking a significant transformation in the company’s long-term vision and prospects. The decision signals a new phase in the company’s corporate identity, as the board has approved the proposal for the name change.
In an official exchange filing, Zomato revealed that this change would involve amending the Memorandum of Association and the Articles of Association to reflect the new name. The name change is more than just a cosmetic shift; it symbolizes Zomato’s broader ambitions, extending far beyond food delivery and restaurant discovery. While Zomato’s flagship brand and app will retain its identity, the company itself will undergo a rebranding to align with future growth areas and new strategic goals.
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Acquisition of Blinkit Fuels New Brand Identity
The decision to rebrand to “Eternal Limited” is closely tied to Zomato’s recent acquisition of Blinkit, an online quick-commerce platform specializing in fast grocery delivery. Blinkit, formerly known as Grofers, has proven to be a game-changer for Zomato, enabling the company to tap into the rapidly expanding e-commerce and retail delivery market. Zomato’s CEO, Deepinder Goyal, explained the thinking behind the name change, saying, “We thought we would rename the company to Eternal when something beyond Zomato became a significant driver of our future. Today, with Blinkit, I feel we are there.”
This shift reflects Zomato’s ambition to diversify its operations beyond food delivery. The term “Eternal” represents permanence and a long-term vision, aligning with Zomato’s goal to create a more resilient business model that is rooted in multiple sectors. With Blinkit as part of the fold, Zomato aims to capture a larger share of the fast-growing quick-commerce industry, which focuses on delivering groceries and everyday essentials within minutes.
Broader E-Commerce Aspirations
The name change also highlights Zomato’s broader aspirations to become a comprehensive player in the e-commerce space, rather than being merely a food-tech company. By rebranding to Eternal Limited, Zomato is signaling its intent to stay relevant and continue to innovate in a rapidly changing technological landscape. This strategic shift mirrors a growing trend among tech companies diversifying into various sectors. Zomato is positioning itself to replicate the success of other firms that have successfully managed to expand into new industries and services.
Despite the change in the company’s name, it is important to note that the Zomato brand, which has become synonymous with food delivery in India, will remain unchanged. This ensures that Zomato’s core services and existing customer base can continue to benefit from the recognition and trust that the brand has built over the years. At the same time, the parent company will explore new avenues for growth and expand its portfolio.
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Positioning for Future Growth
For Zomato, the rebranding to Eternal Limited represents an important step in consolidating its position as a major player in the evolving Indian e-commerce market. It reflects the company’s forward-thinking approach and its desire to position itself for new opportunities. The rebranding is likely to have a significant impact on how investors and consumers perceive Zomato as it transitions from being primarily a food delivery company to a more diversified technology and logistics powerhouse.
In conclusion, Zomato’s decision to rename the company from Zomato Limited to Eternal Limited is a strategic move that goes beyond a cosmetic change. It marks a shift in strategy, ambition, and the company’s identity. As Zomato continues to diversify into new sectors such as quick-commerce, the rebranding provides a glimpse into its long-term vision of becoming a key player in various industries. With Blinkit now in its portfolio, Zomato is on the verge of an exciting new chapter in its evolution, redefining its role in the digital economy.
