Zomato: Pure Veg Strategy Under Fire
商品編號：W42158
出版日期：2025/03/28
再版日期：
商品來源：
商品主題：Human Resource Management; Strategy
商品類型：Case (Pub Mat)
涵蓋議題：startegies perpetuating social bais;social media impacting strategy;cultural sensitivity;inclusive brand positioning
難易度：4 - Undergraduate/MBA
內容長度：10 頁
地域：India
產業：Accommodation & Food Services
事件年度：2024
On March 19, 2024, the founder, managing director, and chief executive officer of Zomato Limited (Zomato), India’s leading food-delivery platform, introduced a new feature: Pure Veg mode—serviced by a dedicated Pure Veg fleet, distinguishable by their green uniforms and delivery boxes—for customers who followed a strictly vegetarian diet. This fleet would deliver exclusively from restaurants that served only vegetarian dishes, ensuring that there was no cross-contamination with non-vegetarian dishes. However, the rollout quickly sparked a public outcry on social media, and critics labelled the initiative “casteist” and “regressive” due to its colour-coded uniforms and emphasis on dietary “purity.” Detractors argued that such distinctions could foster discrimination and even jeopardize the safety of Zomato’s traditional red-uniformed delivery workers in communities with strong vegetarian preferences. Additional concerns arose about potential issues for tenants, who might face scrutiny from landlords over their dietary choices. This intense backlash led Zomato’s leadership to re-evaluate the situation. Should they consider revisiting the strategy to mitigate these concerns, or would it be more effective to abandon it altogether?
教學手冊：Zomato: Pure Veg Strategy Under Fire - Teaching Note
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