In 2025, Zomato—India’s leading food delivery platform—faced a channel conflict with its restaurant partners, represented by the National Restaurant Association of India. The conflict arose after Zomato launched its quick food delivery app, Bistro, which partners perceived as unfair competition due to private-label offerings and Zomato’s control over customer data. The company had to decide whether to scale back, negotiate with partners, or continue expanding the new service while managing strained relationships and potential regulatory scrutiny. Set in India’s evolving digital commerce landscape, this case examines the strategic and ethical implications of platform-led competition and the emergence of alternative models such as the government-backed Open Network for Digital Commerce.
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