Zomato Launches Pure Veg Mode and Fleet for Vegetarian Customers

In a move catering to India's large vegetarian population, food delivery platform Zomato has launched a new "Pure Veg Mode" and a dedicated "Pure Veg Fleet." This feature allows users to filter restaurants that solely offer vegetarian options, ensuring their food adheres to their dietary preferences.

To guarantee complete vegetarian handling, Zomato also introduced a separate delivery fleet. This "Pure Veg Fleet" is identifiable by its green uniforms and delivery boxes, distinct from Zomato's standard red branding.

Mixed Reactions to Zomato's Pure Veg Initiative

The launch has generated mixed reactions on social media. While some users applauded Zomato for its innovative approach to customer needs, others criticized it as discriminatory. Some users expressed concerns that this might lead to housing societies restricting entry to regular Zomato delivery personnel.

Zomato's Response to Criticism

Zomato CEO Deepinder Goyal emphasized that the Pure Veg Mode is purely based on dietary preferences and doesn't target any religious or social group. He assured users that the initiative is aimed at providing a more satisfying experience for vegetarian customers.

Future Plans for Specialized Delivery Fleets

The company also revealed plans to introduce more specialized fleets to cater to diverse customer needs. For instance, Zomato is reportedly developing a special cake delivery fleet equipped with hydraulic balancers to prevent cakes from getting damaged during transport.