This document is a project report on Zomato submitted by Sakshi Kerketta for her M.Com degree. It provides an analysis of Zomato, including an overview of how it was founded in 2008 as Foodiebay, its business model of online restaurant listings and food delivery, and marketing strategies. It discusses Zomato's expansion in India and internationally, its main revenue streams, and competitions with Swiggy. Challenges discussed include expanding coverage, difficulties faced in 2015, and adapting services during the COVID-19 pandemic. The report aims to analyze Zomato's success in the Indian market through its strategies and handling of challenges.
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Zomato Success Story - Success Story of ZomatoDavu Siva
The success story of Zomato shows that hard work and determination to make it big will lead to achieving desired goals. Food is the prime mover for anyone across the globe. Of course, there are many people who yearn for food and to taste a variety of cuisines that are available. The furtherance in the technology has paved a way for the creation of many innovations and it is no less to mention that food delivery app development is one among them.
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Impact of advertisement on restaurants in Zomato with graph
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1. PROJECT REPORT
ZOMATO
M.Com IV Sem – Marketing Management
(Session 2020-21)
THE BHOPAL SCHOOL OF SOCIAL SCIENCES
Submitted To Submitted By
Dr. Amrita Sahu Sakshi Kerketta
Associate Professor Roll No.- 19103043
3. CERTIFICATE FROM THE PROJECT GUIDE
This is to certify that the Project Report titled “Market analysis of Zomato” is
a bonafide work of Sakshi Kerketta enrolment number R170190280566 undertaken for
the partial fulfillment of Masters in Commerce (M. Com) degree of Barkatullah University
under my guidance. This project work is original and has not been submitted earlier for the
award of any degree or diploma of any other University or Institution.
Signature of the Guide
Dr. Amrita Sahu
Associate Professor
Department of Commerce,
BSSS, Bhopal
4. DECLARATION
I SAKSHI KERKETTA daughter of Santosh Kerketta certify that the project report
entitled on “Market Analysis of Zomato”, Market analysis report on Zomato, prepared by
me is my personal and is authentic work under the guidance of Dr. Amrita Sahu, Associate
Professor, Department of Commerce.
Date: 15/06/2021 Signature of the Student
Place: BHOPAL Name: Sakshi Kerketta
Class: M.COM (IV SEMESTER)
Roll Number: 19103043
5. INDEX
1. Introduction 3
2. Objectives of analysis 8
3. Problems faced by the company 8
4. Analysis 10
• Zomato in Indian market 10
• Zomato business model 11
• Marketing strategies 12
• Covid-19 related initiatives 17
• Zomato vs Swiggy 22
5. Suggestions for improvement 27
6. Conclusion 28
6. ZOMATO
ZOMATO : AN INDIAN STARTUP GROWING STRONGER AND
SUCCESSFUL
INTRODUCTION
Zomato is an Indian multinational
restaurant aggregator and food
delivery company founded by Pankaj
Chaddah and Deepinder Goyal in
2008. Zomato provides information,
menus and user-reviews of restaurants as
well as food delivery options from partner
restaurants in select cities.
Type of Company : Public, Unlisted
Industry : Online food ordering
Founded : July 2008; 12 years ago
Founder : Deepinder Goyal and Pankaj Chaddah
Headquarters : Gurgaon, Haryana, India
Area served : Worldwide
Key people : Deepinder Goyal (Founder&CEO), Pankaj Chaddah(Co-Founder),
Gaurav Gupta (COO)
Services : Food delivery
Revenue : Increase ₹2,486 crore (US$350 million) (2020)
Net income : Negative increase ₹−2,451 crore (US$−340 million) (2020)
Owner Info : Edge(18.6%), Uber(9.1%), Alipay Singapore(8.3%), Antfin
Singapore(8.2%)
Number of
employees : 5,000+
Website : https://www.zomato.com/bhopal
How was Zomato started?
The story of Zomato started in the office of Bain & Company in Delhi. Deepinder and Pankaj
worked at this company when they thought of this idea. They saw people standing in a queue
at lunchtime and give the order for their food when their turn came. From there they got an
idea of “Foodiebay” which became a prologue to Zomato.
7. At first, they started scanning all the menu items of the restaurant and listed them on their
intranet website Foodiebay.com. Later on, after seeing a huge surge in their traffic, they
decided to launch their website open to the public.
They began listing restaurants from Deli NCR on their portal and quickly expanded to other
cities like Kolkata and Mumbai. In November 2010 they changed the name Foodiebay to
Zomato.
Their idea germinated in the form of Foodiebay.com they put up scanned copies of the food
court menu onto their company’s private network. Everyone at the company soon started using
this service and there was a sudden surge in the website traffic.
By now this wasn’t just confined to the walls of their office. Everyone else around their vicinity
also started using these scanned copies. The first professional restaurant menu that Deepinder
and Pankaj uploaded onto their site was that of Hauz Khas in Delhi. After this, they started
expanding this idea into other metropolitan cities of the country including Kolkata, Mumbai,
and Bangalore.
And once a word was around, thousands of people started using their website to get to know
about the best restaurants around. It was this interest from people around that encourage both
Pankaj and Deepinder to think of going PAN India with this idea. This is when the idea of
renaming the site came into their minds. They wanted something with more of a punch and
something easier to remember and hence came the word ZOMATO in November 2010.
The founders then wanted to make life a little easier for their users and hence came the idea of
building a mobile application. With this growth in their business and their ideas arose a need
for funding.
The story behind the name Zomato
One of the reasons why they decided to change the name in late 2010 from Foodiebay
to Zomato was that they wanted a powerful brand name. After endless debate over several cups
of coffee, they came up with the name Zomato. Decided to keep the idea of food at the center
and choose a name that is short, easy to remember and makes people think of food. Zomato’s
got a zing to it and is originally a play on the word ‘tomato’. They also wanted to avoid any
confusion with “ebay”, they wanted to be sure that they weren’t taking any chances when
creating a brand they’d want to take international. Focusing on brand recall and communicating
what they stood for is of primary importance to any consumer internet company and to think
they have got most of it right.
Zomato - Startup Launch
When the founders launched this website, it wasn’t called Zomato back then, it was called
Foodiebay. And it initially started out in Delhi, then the services were extended to cities like
Mumbai and Kolkata. With the tremendous user base and growth rates that Foodiebay brought
8. in to the founders, they decided to modify it and take it international. And that’s when this
venture started being called Zomato, as we know of it today. It was in 2010 when Foodiebay
was officially rechristened as Zomato.
Zomato - Name, Tagline, and Logo
The founders changed Foodiebay to 'Zomato' to make it more prominent, simple to
memorize and primarily to eliminate the confusion with the website eBay. Zomato's tagline is
"Never have a bad meal".
Zomato - Business Model and Revenue Model
The main source of revenue for Zomato now is the advertisements channel that the portal offers
to display. This accounts for most of its revenue followed by the commissions that it charges
to the restaurants. It works on a commission business model.
Zomato - Hyperpure
Hyperpure by Zomato is changing the way restaurants work. It is Zomato’s B2B foodtech
vertical. Hyperpure allows restaurants to buy everything online from vegetables, fruits,
poultry, groceries, meats, seafood to dairy and beverages. It claims to be working directly with
farmers, mills, producers, and processors to source these products thus ensuring quality and
consistency.
It is an initiative by Zomato to provide fresh, hygienic, high quality ingredients and supplies.
Zomato at a glance
Currently, there are over 100 million Zomato users worldwide and people use the application
to get in touch with other foodies around the globe so that they can get the best of food in
whatever place possible. This being an added advantage, big restaurants from around the globe
post their advertisements on the Zomato app and this is basically how Zomato makes its money.
As of 2018, Zomato clocks 3 million orders on a monthly basis with 1.4 million restaurants
listed on its platform. It is available in 10,000 cities and 23 countries worldwide.
Another form of income for them is the sale of tickets for food festivals that they partner with
or sponsor. Not to forget the hardships that Deepinder Goyal and Pankaj have had to face in
their quest to the top of the mountain. Since the whole plan from the start of this business was
to be able to reach out to each street in every city to provide the best services to its users, there
have been multiple ups and downs. Zomato’s services in the cities of Kochi, Coimbatore,
9. Lucknow and Indore are currently suspended because their markets weren’t ready for this level
of business
These small downfalls have however never disheartened either Deepinder or Pankaj. Zomato
proudly boasts over 1.5 million restaurants on its database and they don’t seem like they want
to stop at this and one day hope to be at power with global players present across the world.
Zomato is also India’s first-ever global application.
Both Deepinder and Pankaj are leaving no stone unturned and this is the main reason as to why
Zomato continues to climb up the ladder of success.
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The biggest challenge faced while setting Zomato up and while taking it
overseas.
One of the biggest challenges faced by any fast-growing company is finding the right talent to
fuel growth. Today they have a team of about 650 people globally and are looking at tripling
that number in the near future. They keep innovating in the ways they hire and try to ensure
that people fit in well in terms of skill, culture and attitude. However, the challenge continues
to be finding the right people for the right job. Another major challenge has been to make sure
that they have covered each and every street in the cities they’re launching in. The information
needs to be relevant and comprehensive for users to keep coming back to use our product. Data
collection teams in each city hit the streets on a daily basis and collect data first hand. One
thing learned while going international is that there is no alternative to doing own market
research or data collection. They send out teams to scout a market before decide to launch there
and have their own teams working on gathering data to ensure accuracy and exhaustiveness. In
fact, it was encouraging for the team to see Pankaj, Zomato’s Co-Founder and COO, sweating
it out on the streets collecting data in the Dubai summer to launch Zomato UAE two weeks
after Ramadan.
Fundings raised by Zomato
This idea of Deepinder’s and Pankaj’s impressed Sanjeev Bikhchandani, the founder of
Naukri.com. In December of 2010, Sanjeev Bikhchandani provided Zomato with a funding of
1 million USD through his company Info Edge India and from here on, there was no looking
back.
The next round of funding that they got was again from Info Edge India and this time it was
3.5 million USD and again in the year 2013, Zomato received a staggering 10 million USD
from Info Edge India which made Info Edge India a holder of nearly 50% of the shares in the
start-up. Other investors for Zomato include Sequoia Capital, VY Capital, and Temasek. The
funds just kept coming in after this. By the end of 2018, it is estimated that Zomato would’ve
10. received a funding of more than 300 million USD. This funding then gave Zomato the idea of
expanding into more cities across India apart from Delhi, Bangalore, Kolkata, and Mumbai.
So, they moved into Hyderabad, Ahmedabad, Pune, Chennai, etc. In September 2012, Zomato
launched its services in Dubai, Sri Lanka, United Kingdom, South Africa, Turkey, and New
Zealand.
Investments by Zomato
Between 2010 and 2013, Zomato raised approximately US$16.7 million from Info Edge India,
giving Info Edge India a 57.9% stake in Zomato. In November 2013, it raised an
additional US$37 million from Sequoia Capital and Info Edge India.
In November 2014, Zomato completed another round of funding of US$60 million at a post-
money valuation of ~US$660 million. This round of funding was being led jointly by Info Edge
India and Vy Capital, with participation from Sequoia Capital.
While in April 2015, Info Edge India, Vy Capital and Sequoia Capital led another round of
funding for US$50 million. This was followed by another US$60 million funding led
by Temasek, a Singapore government-owned investment company, along with Vy Capital in
September.
In October 2018, Zomato raised $210 million from Alibaba's payment affiliate Ant Financial.
Ant Financial received an ownership stake of over 10% of the company as part of the round,
which valued Zomato at around $2 billion. Zomato had also raised an additional $150 million
also from Ant Financial earlier in 2018.
In September 2020, Zomato raised $62 million from Temasek, after previously committed
capitol from Ant Financial never came through.
In October 2020, as part of a Series J round of funding, Zomato raised $52 million from Kora,
a US-based Investment firm.
In February 2021, Zomato raised US$250 million from five investors, including Tiger Global
Management, at a valuation of US$5.4 billion.
Expansion of Zomato in India – 2021
With the launch in 17 new cities, Zomato has expanded its online ordering and food delivery
services to 213 cities in India, the online restaurant guide and food ordering firm said Monday.
The newly launched cities include Bulandshahr, Shahjahanpur, Solan, Palwal, Rewari,
Machilipatnam, Nandyal, Bhimavaram, Ongole, Srikakulam, Kadapa, Kottayam, Kollam,
Khanna, Gurdaspur, Ambur and Deoghar.
"Emerging cities are a major growth avenue for us and we expect them to constitute more than
50 per cent of our total order volume by the end of the year," Zomato Founder and CEO
Deepinder Goyal said.
11. As the company grows, it is also trying to create value for everyone in the ecosystem, he added.
"With 1.8 lakh delivery partners, we are creating jobs and skill-building opportunities for many
in India. We are developing Zomato Kitchen hubs in smaller cities in India to drive growth for
our restaurant partners," Goyal said.
How Does Zomato Work?
The main work of Zomato is to suggest local and nearby restaurants to users and receive orders
from them. Users can place orders from their favorite restaurant based on ratings and reviews
shared by previous customers.Perhaps this is why more and more startup owners are interested
in developing an app similar to Zomato. It offers comfort to the users and helps business owners
reach their local food business to new heights.Zomato’s working flow is simple,
Step 1: From the desiccated app solution or website, users can explore various restaurants and
order meals.
Step 2: Particular restaurant owners receive an order request and start preparing a meal.
Step 3: Once the food is ready to dispatch, it will be handed over to delivery providers.
Step 4: Delivery providers deliver the meal to the customer’s preferred location.
Step 5: From the given payment options, customers can make payments and share reviews
based on their experience.
OBJECTIVES OF ANALYSIS
Zomato started as a Foodiebay.com startup, a service provider app which was supposed to be
a restaurant directory which started in Delhi. Slowly Zomato expanded to other countries as
well as cities in India. Launching a food delivery app in a country where people were not very
used to takeouts, back then the culture of eating out was not popular in India. But an app which
gave the service of ordering food and delivering it to our door step became popular and became
a success.
The main objective behind this analysis is finding out how Zomato managed to survive in
the Indian market and how founders made it a huge success? What were their strategies?
How the company handled the pandemic covid-19? And comparing Zomato with one of
the top food delivery company Swiggy.
12. SUCCESS DOESN’T COMES WITH STEP 1.
PROBLEMS AND TOUGH TIMES ZOMATO FACED.
The most significant hurdle they faced was to find a way to cover all the areas in all the pivotal
cities so the people who hinge on them do not fail to miss the finest restaurants. This
complication was present in the initial stages and endures to be a hurdle.
The graph of Zomato, that looks excellent this far, did not stay the same post 2014. The year
2015 brought with it hardships of all kinds and it was then that the company had to make some
harsh decisions. After acquiring Urban spoon and rebranding it as its own, the venture failed
miserably, so much, that the company was forced to lay off 300 employees to curb its losses,
10% of which were from the US.
By 2016, things went out of hand to an extent that Zomato had to roll back its operations in
various countries like the US, UK, Brazil, Chile, Sri Lanka, Canada, Italy, Slovakia, and
Ireland. And when it finally resumed its operations in the said countries, Zomato had to work
with remote services.
There’s more lined up in their story. Zomato faced a major setback in the year 2017 when its
existence was put at stake with a cyber-attack. A hacker had breached into the records of 17
million users from the database of the company. Soon after, Zomato understood that the data
could only be accessed by the hacker and the breach was resolved after communicating with
the hacker. As it later turned out, the hacker was only trying to prove a point that there existed
security loopholes in the system.
Consequently, in the year 2019, a campaign called #logout surfaced where restaurants listed
on the platform called the company out for eating their profit margins via its features like
Infinity Dining and Zomato Gold, which provided heavy discounts to customers.
Covid-19 Impact
Online restaurant guide and food ordering platform Zomato, last year in may laid off around
13% of its workforce on account of the impact of covid-19 pandemic. The company had around
4,000 employees in different roles. Founder and CEO Deepinder Goyal said multiple aspects
of the company’s business have changed dramatically over the last couple of months and many
of these changes are expected to be permanent.
“While we continue to build a more focussed Zomato, we do not foresee having enough work
for all our employees. We owe all our colleagues a challenging work environment, but we
won’t be able to offer that to around 13 per cent of our workforce going forward,” he added.
13. Zomato faced several hurdles across cities while trying to deliver food. Online food delivery
orders dropped up to 70% during 1st wave of covid, as customers step back to place orders and
top restaurants were shut amid a lockdown.
Zomato being a food delivery company faced problems post lockdown too as customers were
afraid to order food because it could have been a potential carrier of virus. Even after
restaurants opened orders were less in number. Now that restaurants and Zomato is using
protective measures still if Zomato doesn’t innovates and markets properly it will face
downturn because of tough rivals like Swiggy which is getting popular.
ANALYSIS
Pankaj Chaddah and Deepinder Goyal are the master brains behind this great food delivery
application 'Zomato'. Zomato has been and is the most widely used ordering application that
attracted many customers with its innovatory strategies.
In the early 2000s, we weren’t accustomed to using our phones for purposes other than calling
and text messaging. In fact, most of us were oblivious to the opportunities that this magic box
could present! The end of the first decade of the century brought with it a revolution like no
other. And it was during those crucial years of transformation when the foundation of Zomato
was laid in India.
Zomato in India Market
Initially ‘Foodiebay’ only offered menu of the restaurants and review the properties online but
later Chaddah and Goyal introduced food ordering. After that it started becoming popular.
People working private jobs, bachelors, students, teenagers were the first target of the
company as there were many reasons people could use food delivery. Working people had to
wait in lines at restaurants during lunch which wasted time, people wanted to explore dishes
and cuisines fancy restaurants offered and Zomato gave them this service. Enjoying food
without actually visiting the restaurants. People no longer had to wait in lines or visit the place.
Zomato made food one tap away which was new to Indian market and attracted my people.
The Success Story of Zomato
Food is the prime mover for anyone across the globe. Of course, there are many people who
yearn for food and to taste a variety of cuisines that are available. The furtherance in the
14. technology has paved a way for the creation of many innovations and it is no less to mention
that food delivery app development is one among them.
In this extravagantly ornate system, it has become hard for every person to disburse time on
everything. Besides, cooking food after a busy day entails a lot of time and that is what that
has gained huge rage about these food delivering applications, where food will be delivered
directly at your doorsteps.
For all these ingenious thoughts, there are those unusual people who have a perfect
understanding of all the trends and so are these people Pankaj Chaddah and Deepinder Goyal.
They are the master brains behind this great food delivery application 'Zomato'. Zomato has
been and is the most widely used ordering application that attracted many customers with its
innovatory strategies.
The formula of Zomato’s Success
The founders of Zomato, Deepinder Goyal and Pankaj Chaddah consider that hiring the correct
persons is the primary reason for their company's startling growth and moreover, it was also
the greatest hurdle encountered by them while building Zomato. Now, they have a squad who
are vital in bricking their dream project.
Zomato’s business model in detail
• Restaurant Listings / Advertising
In its first avatar, Zomato was just a listing platform and a restaurant directory. This
brought in advertising revenues from restaurants who joined the platform. Extending
this further after the launch of food delivery and restaurant reservations, Zomato now
charges commissions from restaurants to be placed prominently on the feed.
Restaurants can pay to have their events or offers promoted as well as their overall
banner, which brings improved visibility and conversions from Zomato users.
• Food Delivery
To begin with, through its food delivery business, Zomato charges a commission to the
restaurants on the basis of orders. While users pay a delivery fee, Zomato earns through
restaurants who pay a commission for each delivery, which is then split among the
delivery partner and the company. Commissions from restaurants vary based on
whether Zomato is fulfilling the delivery or whether the restaurant uses its own riders.
This is said to contribute in a small way to the company’s total income due to huge
competition and need for deep discounts etc.
15. • Subscription Programmes
With Zomato Gold for consumers and users, and subscription solutions for restaurants,
Zomato opened up a steady stream of revenue. While users pay a subscription fee to
access the Zomato Gold loyalty programme which brings exclusive offers, restaurants
also pay a monthly fee to be part of Zomato’s bouquet of offers. Restaurants also pay
Zomato a monthly fee for miscellaneous services such as live tracking, Zomato-branded
tamper-proof packaging and more.
• Live Events
With Zomaland, Zomato entered the branded live events market last year. Zomato
charges users an entry fee to attend Zomaland, where besides food, they can witness
live musical performances and other acts. In 2018, it had organised the entertainment
carnival in Delhi, Pune, and Bengaluru, where Zomato claimed over 100K people
showed up. This year, Zomaland is going to Pune, Delhi, Bangalore, Hyderabad,
Mumbai, Jaipur, Pune, Chandigarh, and Kolkata.
• White Label Access
Zomato also enables services such as Zomato White label under which they give offers
to the restaurants to develop a customized food delivery app. It also works with cloud
kitchens and restaurants for consultancy services. Zomato works with select restaurant
operators to help in identifying locations for expansions at a minimal fixed cost, but
with increased options for the user. It provides the requisite licenses and operational
enablement for such restaurant partners.
• Zomato Kitchens
In order to be able to provide kitchen infrastructure services to select restaurant
operators, Zomato works with entrepreneurs to set up and operate Zomato Kitchens
under different labels. This helps entrepreneurs fund restaurants in the right location
with an investment of INR 35 Lakh and more. Zomato claims it offers returns in the
range of INR 2 Lakh to INR 4 Lakh per month to the investors, with 180+ affiliate
kitchens already up and running.
As it has grown in size and scale, Zomato has tried to reduce the reliance on cash-burn reliant
models and streamlined to enter enablement and other user-generated streams of
revenue. Zomato’s cash burn is mostly in retaining users against its rival Swiggy. However,
being in the line of fire for deep discounting practices, Zomato may soon be able to earn from
other parts of its business model.
Marketing strategies
What makes Zomato the best
16. Target Audience
Zomato targets people of the age group of 18-35 years who are comfortable using smartphones.
The people of this age group are tech-savvy and can use mobile applications. The target
audience of Zomato is of 2 categories.
• Customers who want to dine out
The customers in the “dine out” category use the Zomato app to check the ratings and reviews
of various restaurants and cafes they are interested in. These are the kind of customers who
want to make sure that they get a good experience in terms of food and ambiance and check
the restaurant listings on Zomato before visiting. This category also gets incentives like Zomato
Gold Program, where they get extra benefits if they have a membership.
• Customers who are ordering food online
The customers of the “order food online” category likes to have food delivered at their home
or workplace. These customers do not prefer to go out. The customers of this category are
mostly professionals who order food for the office, students who live in a hostel or flat, and
people who just don’t wish to cook.
Zomato has a mixed marketing strategy. It gets traffic from various channels and sources.
These are the various sources of traffic that come to Zomato.com.
31.36% traffic from Directly
1.02% traffic from referrals
66.41% traffic from Searches
0.73% traffic from social media
0.47% traffic from mail and display ads
SEO Strategy
Zomato has a strong SEO strategy.
We have already discussed that
Zomato gets approx 66% of its
traffic from searches made online.
With their SEO efforts, they
manage to get 99.44% of organic
traffic from its search ratio
whereas their paid searches are
just 0.56%. This explains why
they have a strong SEO strategy.
Such an uprising metrics is
because of the SEO strategy of
Zomato.
17. Target Keywords
Zomato targets over 900K keywords to rank high in search results. That’s why it is has a
dominant position in search results. The keywords include restaurant names, dish names, and
some phrases that relate to the user’s search query like “cafes near me” or “order online food,”
etc.
Pages on website
Zomato allows restaurants to create and maintain their pages on its website. There are
over 6500 registered restaurants on Zomato. That is why Zomato has over 54 million pages on
its website. We know that the more pages a website creates, the higher it ranks on search
engines, and that’s how it ranks at the top.
URL linking
We have heard of the SEO strategy to put keywords in URLs. It helps the search engine to
understand your pages better and show it in the search result pages.
Zomato understands this practice well and takes their top keywords to create URLs. It uses
keywords like coffee near me, bars near me, and food near me.
Internal Linking
Zomato increases its domain authority by getting backlinks from 12,274,172 domains. It also
gets high authority backlinks from gov and edu domains. By getting quality links, Zomato
makes its SEO game stronger.
18. Social Media Strategy
An app that targets the customers of the
18-35 age group, cannot miss social
media marketing. Zomato understands
that most of its target groups are active
social media users. So, it focuses on
creating social media ads and creates
engaging posts to connect with the
audience.
0.73% of Zomato’s traffic comes from
social media.
Zomato followers on different social
media platforms are:
Facebook- 1.8 million
Instagram- 430K
Twitter- 1.4 million
Zomato understands what kind of posts
will engage the users, hence it follows
the meme marketing strategy for their
social media. Even Zomato’s Instagram
bio says “Meme page…occasionally
posting brand posts due to business team pressure.”
19. Zomato creates ads for its existing to get more orders from them. For instance, look at this
Facebook ad:
20. Zomato’s Paid
Advertising
Zomato runs Google ads to target specific customers. When a user searches for something
Google displays organic search results along with paid ads. These are Google ads. Zomato
targets both branded and non-branded keywords for Google ads. Furthermore, it targets
keywords that are related to various dishes, online orders, restaurant names, etc.
When a user searches for online food orders on Google, then Google displays paid ads from
Zomato.
Zomato gets approx 0.56% of its traffic from paid search ads.
Zomato’s Email Marketing Strategy
Zomato knows well how to utilize the Email Marketing tool optimally. Zomato’s Email
marketing is one of the wittiest and compelling strategy. With compelling subject lines and a
call to action, Zomato maintains its brand loyalty.
In its recent email marketing campaign, Zomato created emails with the theme of Amazon
Prime Video’s famous series Mirzapur season -2. Zomato included subject lines related to
Mirzapur characters.
“Munna Bhaiya invited you to a weekend” and “enjoy a weekend to guddu to be true” are some
examples.
21. Also, one of its best email marketing strategies was when it created a resume for Biryani.
Zomato included phrases related to food like “curryculum Vitae of Biryani,” Also it used the
CTA “hire now” instead of using “order now.” That’s how Zomato does a phenomenal job
with its Email Marketing Strategy.
Zomato’s Visual Advertising
Zomato comes up with some of the best visual adverts to connect the audience with their
platform. Be it their video adverts or billboards, Zomato comes up with great content.
Zomato post Covid-19
Zomato has recovered 75-80% of its pre-Covid sales. However, dining-in at restaurants is still
at just 8-10%. Restaurants in Delhi NCR and Chennai are worst hit, with 88% and 91%
respectively still closed for dining-in business, with the outlook for the industry looking
bleaker.
Out of the 83% restaurants that are not open for business, 10% restaurants have already shut
down permanently and we anticipate an additional 30% restaurants to not reopen at all.
Remaining 43% are closed right now but likely to open, as the situation becomes better.
Zomato, which has 180,000 restaurants listed on the platform and nearly 27 million monthly
active users. It has delivered 70 million orders and estimated that the overall food delivery
industry would have done 200 million orders. Restaurants in residential areas were found to be
doing 50% better than those in commercial areas and consumers are moving their spends from
eating out to home delivery. The report also said that 1 in 5 customers in metros have now
opened the Zomato app in smaller towns, underlining migration as most companies are
expected to continue work-from-home policies for the coming months. Zomato has recently
entered a strategic partnership with InCred, where the latter will extend credit facilities to the
former’s restaurant partners.
The food delivery industry was one of the worst-affected segments during the pandemic with
its Gross Merchandize Value (GMV) falling short of the pre-COVID levels. However, we can
now see a revival trend in the industry. The food delivery business has crossed pre – covid run
rate and is expected to grow further in the months to come. The InCred-Zomato tie-up will
extend financial assistance to cash-strapped businesses for meeting their business growth and
working capital needs. Saurabh Jhalaria, CEO (SME Business), InCred said in a statement,
“The COVID-19 outbreak has led to a sharp decrease in footfall, order volume, and bucket size
within the food services segment. In this context, platforms such as Zomato have enabled
physical businesses to recover seamlessly. We are happy to join hands with Zomato.”
Co-founder Pankaj Chaddah has started a new venture with former Zomato executive Pooja
22. Khanna called Mindhouse, a mental wellness startup that offers users guided meditation
sessions and techniques. Mindhouse started in December 2019 by offering guided meditation
sessions at three physical studios in Gurugram. The company, however, shifted focus to an
online model due to lockdown curbs last year. The mobile app provides meditation and yoga
content through a mixture of live classes and an on-demand library of audio and video content.
It also recommends content based on various goals chosen by the user like sleep, relaxed mind,
patience, and focus among others along with their past experience in meditation. The company
offers this service through various plans starting with Rs 499 for a monthly plan and going up
to Rs 999 for a three-month plan and Rs 1,999 for a yearly plan. It also offers a free tier with
access to limited features and content. Corporates will be one of the key focus areas for the
startup, having already partnered with 500 companies in the past few months amid lockdown,
Mindhouse co-founder Pooja Khanna told ET. Chaddah added that international expansion is
also in the works, with the startup expecting to roll out its product to the rest of the world by
the end of July 2020. The company currently employs 25 people in the country.
Zomato’s COVID-19 related initiatives
None of us could have ever imagined or planned for the world we are living in today. The
world has come to a halt, and unfortunately, the restaurant industry that we are in, is one of the
worst hit. It is in times like these when we really need to rise to the occasion and support each
other to the best of our abilities.
At Zomato, we are doing everything we can to support our community – our customers,
delivery partners, restaurant partners, and the daily wage workers who have been impacted the
most in these times.
We have received an overwhelming support towards all the initiatives we have taken and we
would like to thank everyone from the bottom of our heart for the courage and resilience they
have shown to help out those in need. Your love and support keeps us going.
Here’s a summary of everything that we are doing to support our community, and our own
business at this time –
For our customers
Contactless Delivery – amidst the current lockdown situation in India, ensuring delivery of
safe, hygienic food to our customers is paramount for us. To ensure this, we have launched
contactless delivery. Customers can opt to allow the delivery partner to leave the package
outside their home, ensuring no human-to-human interaction and hence lowering risk of any
transmission.
23. Face masks – we believe that people should wear masks for the sake of others, if not for
themselves. In that spirit, we have distributed and continue to distribute face masks to our
delivery partners to keep them, as well as our customers, safe from the spread of an unlikely
infection. We are also continuously educating our delivery partners on hygiene practices (not
to touch face, nose, sneeze in elbow, etc.) to ensure their own as well as the ecosystem’s safety.
24. Disabling COD – for safety reasons, to avoid contact between our users and delivery partners,
we’ve temporarily disabled the CoD (cash-on-delivery) option on our app.
• Strict hygiene standards at restaurants – we are making a big push to ensure hygiene
standards are being followed by restaurants and passing on that information to users
so that they can make an informed decision and are assured of the safety and hygiene
standards of the food.
• Restaurants can issue a self-declaration on whether they are complying with best
practices advised by WHO at their premises, to take precautions against the spread
of Coronavirus.
• Restaurants have set up hand washing & sanitisation stations and are ensuring that
restaurant staff as well as delivery partners are using them regularly.
• Restaurants are being encouraged to adopt the practice of sanitising their kitchen slabs
and utensils at periodic intervals.
• Restaurants are also checking the body temperature of restaurant staff as well as our
delivery partners to ensure that food is not delivered by someone with a higher-than-
normal body temperature.
• Delivery partners are being asked to share a daily self-declaration on their hygiene and
health – normal body temperature, sanitised masks and bags. We are also enforcing
policies to ensure adherence to hygiene and health standards.
25. Grocery delivery – we have started grocery delivery in 80+ cities across India to help with the
supply of essentials. Our delivery network in the country is only second to India Post, and we
are putting in every effort to make sure that we put it to good use to serve the community. We’d
like to thank the government authorities, grocery stores, FMCG companies & other start-ups
that have come forward to partner with us and support the community in this endeavour.
• Zomato Gold Extensions – as a small gesture from our end, we have decided to extend
all paid Zomato Gold memberships by two months at zero cost. This will be valid
across India, UAE, Australia, Indonesia, Philippines, Lebanon, Turkey, New
Zealand, Portugal and Qatar.
For our delivery partners
• Rider Relief Fund – we have donated money to and are raising funds from the
community for the Zomato Rider Relief Fund. This fund is supporting all our delivery
partners whose earnings have dropped sharply in the midst of reduced demand for
food delivery.
• COVID Insurance – we have reassured our delivery partners that they don’t need to
force themselves to work for financial reasons if they get infected with COVID-19.
Zomato’s Delivery Partner Insurance Plan, which earlier covered only
hospitalization, will now also cover lost earnings, in case the delivery partner gets
infected by COVID-19.
26. For our restaurant partners and restaurant workers
• Zomato Gold Support Fund – with the goal of helping out the restaurants that are
finding it difficult to support their workers, we have launched the Zomato Gold
Support Fund. Individual users can contribute to this cause by purchasing or
renewing an annual gold membership. All proceeds from the Zomato Gold
subscriptions in the month of April 2020 will go towards supporting restaurant
workers in need and the users will get an additional year of Gold free, as a token of
our gratitude. This has already been launched in India and UAE, and will be live in
other markets over the next few days.
• Takeaway – we are launching takeaway in Australia and Portugal, to support
restaurants in the current situation and also help our users, with what is a need of the
hour in these times.
Our underprivileged community – India’s daily wage workers
• Food Security – Zomato’s mission is ‘better food for more people’. And for some
underserved segments of our country, ‘better food’ simply means being able to put
some food on the table.
• Feeding Foundation – Zomato runs a not-for-profit called the Feeding Foundation (in
India, known as Feeding India). The purpose of Feeding Foundation is to leverage
our relationship with the food industry, and our users to be able to provide food
security to millions of people who run the risk of dying from hunger. In the middle
of this chapter, we also started the Philippines chapter of the Feeding Foundation,
called Feeding Philippines.
• Feed the Daily Wager – about 450 million Indians depend on daily wages to run their
household and have lost their livelihoods due to the lockdown. All these people are
going hungry and they desperately need someone’s support. To help with the
situation, we started the “Feed the Daily Wager” initiative in India, wherein we
are distributing ration kits to daily wager communities. These ration kits provide 100
meals to a family (three meals a day for a family of five, for a week).
• This initiative is powered by people like you – we have been able to raise ₹25 crores
for this from individuals and corporates, and are aiming to double the amount. If you
haven’t already done so, please donate towards feeding our daily wagers
at http://www.feedingindia.org/donate; countless drops fill an ocean – please add
yours.
• We have already distributed more than 100,000 ration kits (to the same number of daily
wager families) in more than 20 cities as of now. Apart from our mega cities, we
have now also started distributing these ration kits in other cities like Patna, Jhansi,
Guwahati, Dehradun etc.
• We plan to distribute 1M ration kits as part of this initiative, and have already secured
supplies to do that.
27. • Working for Feeding India is incredibly humbling. Here are some images and
conversations that will move you.
For people who are directly affected by COVID-19
• Food for quarantine facilities – as an essential service provider, it is important we find
more than just a few ways to help our community fight against this pandemic. We
have teamed up with Apollo Hospitals to deliver food to those who are in isolation
wards, in their quarantine facilities. We are currently doing this in Bangalore and
Hyderabad, and are expanding this support to hospitals/quarantine facilities across
major cities.
Zomato vs Swiggy
Why do some people only choose Zomato or Swiggy over another?
About Swiggy
Swiggy is a food ordering and delivery platform in India. The foodtech unicorn started
operations in 2014 in Bengaluru, and acts as a bridge between customers and restaurants. It
utilised a technology platform that allows customers to order food from nearby restaurants
and get it delivered to their doorstep. It was founded by Sriharsha Majety, Nandan Reddy
(Co-founder) and Rahul Jamini (Co-founder) with a business model B2C and B2B. It is
28. known as India’s fastest unicorn. From being late entrant in the online food ordering space in
2014, Swiggy has galloped its way to billion-dollar valuation in four years forcing other food
tech companies to play catch up.
How Swiggy app works and earns
• Users sign up for Swiggy mobile app and become customers
• Customers open the app, select the restaurant, and order the food
• The app confirms the delivery location
• The restaurant receives the order and confirms it
• Local delivery boy confirms the pick-up and drop location of the order
• Customers receive the notification showcasing the confirmation of the order and the
person who will deliver the order
• Customers track the entire journey from mobile app starting from the order
confirmation to the moment order gets delivered. They can also track the delivery boy’s
location.
• Swiggy marks your ordered completed, once delivered
After the order completion, Swiggy app asks customer’s reviews and ratings on food, taste, and
delivery service.
Swiggy’s idea to connect local foodies with local restaurants gave the brand advantage of an
early mover. But the brand relies on restaurants and local delivery personnel to grow the
business. And the company has to pay incentives to local delivery boys to keep the business
going. So Swiggy’s revenue stream comes from different, multiple sources.
Here they are:
Commissions
Swiggy charges 15-25% commission on total order bill (inclusive of Goods and Service Tax)
from restaurants. The percentage of the commission depends on various factors like the number
of orders, location of the restaurant, the commission charged by competitors, etc.
Delivery Charges
Swiggy doesn’t follow any minimum order model. It can deliver food for even less than
Rs.100/- only. Instead of being a hurdle, it’s the most significant advantage for Swiggy as the
app often receives an order value of less than Rs. 100/- for which Swiggy applies delivery
charges.
Delivery charges rotate around Rs.10-20/- for orders less than Rs.250/-. Swiggy increases its
delivery charges in times of high demand, rains, special occasions, or midnight delivery. If
29. customers need emergency food at midnight, they have to pay a little bit higher, or customers
prefer to order on time to avoid paying high. Either way, Swiggy wins.
Advertising
Swiggy follows two advertising revenue models simultaneously: Banner Promotions and
Priority Restaurant listing.
Swiggy started displaying and promoting banners of available restaurants based on regions and
rates. Swiggy charges premium from restaurants in exchange for displaying their banners in its
app.
Affiliate Income
Swiggy offers credit cards as well from where it generates income as an affiliate. The food-
service brand has partnered financial biggies, including American Express, Citibank, ICICI
Bank, HSBC, etc.
Other Income Sources
Swiggy keeps expanding its revenue sources along with its growth. It has started Swiggy
Access allowing restaurants to set up kitchens at locations where they can’t reach. For this,
restaurants pay higher than average commissions.
Swiggy added another source via Swiggy Super, a membership program for regular customers.
It offers unlimited free delivery for orders above Rs. 99/-.
Zomato and Swiggy
The comparison between two top most food delivery companies in India.
Zomato’s business point is unique and different in relation to Swiggy.
If we take a gander at Zomato, it centres around food alone. Whether we want to know what
is a decent food restaurant to visit or want to order food online, or review food, we go to
Zomato.
Where on the other side, Swiggy centres around their delivery ecosystem. They’re currently
exploring new fields into delivering groceries, medicines, anything etc.
30. Login page
Swiggy - Before even joining and signing in customers are indicated offers and coupons, with
the goal that it produces interest and individuals, regardless of whether weren’t anticipating
exploring the application, Sign In. It also has a feedback option below Offers. Swiggy gives
you an option to give feedback, before the login.
Zomato - Zomato goes for simplicity, provides options for login, i.e., via Facebook, Google or
Email.
Account
Both Swiggy and Zomato’s account page serves almost the same thing. The account page lets
you manage your address, check how much balance do you have in your wallet, etc.
Swiggy - Swiggy has designed its account page to be less intuitive. On the account page, when
you scroll you don’t see any important factor, there’s insights on your past orders, and as
opposed to looking over additional, you want to go to different pages and all things considered
check food instead.
Zomato - Zomato’s account page is very engaging. It even has a profile of the user. People can
maintain their profile page, where they can write reviews about restaurants, add photographs.
One can follow fellow foodie companions. Eating and updating reviews adds up to the stats,
where one review can get you 25 points and from just being a foodie, you can upgrade yourself
to become connoisseur, sharing it with your community.
Home screen
Swiggy - As you scroll down on the Swiggy’s home screen page, there are many repetitive
features and categories, even old promo cards, which hinders the food search process.
Zomato - Zomato’s home screen has more contrast and is exceptionally captivating. Zomato
Pro advertisements and promotions, are all over the places
Food display
Swiggy - Food restaurants displayed are simple and easy to work with. At one point the
scrolling stops and ends up with 'LIVE FOR FOOD' quote.
Zomato – It advertises and takes up a lot of space to display the food places available. The
users at one point will get tired of scrolling and may or may not settle with any restaurant.
Zomato has endless scrolling.
31. Search
Swiggy - There is a separate page just for the search, which makes the process of searching for
any item easier and clutter free. They’ve put smart use of restaurants, users probably might
reorder from. The recent search option is helpful.
Zomato - The search bar is available on top of the home screen. By placing images and few
options does have a clickbait which would want the users to click on a type of cuisine, even if
they aren’t looking for anything specific.
Cart/Payment
Swiggy - It’s Go to Cart is simple and snappy as there’s a different cart page for the users to
visit. At the point when customers order something they get notified below with a green pop
up of what they’ve recently added so that they can check out quickly. But for payment there’s
a process.
Zomato - It doesn’t have a cart page or any alternate. When one orders something there’s no
visible pop message below for the order. People can be puzzled while searching for the cart.
It is that there, when you have to double click to reach to the cart page. But the payment system
is easy and quick.
Location & Delivery
Swiggy and Zomato both auto detects your location. You can anyhow separately add the
location yourself. Swiggy’s delivery system is faster by 5 minutes. But Zomato gives amazing
offers and discounts. Their marketing strategies, no doubt stands out.
Conclusion of comparison
The food delivery industry has emerged as one of the biggest online platforms specially in
lockdown. The shape of the market is changing with a breakneck speed with food tech
companies like Swiggy, Zomato and many more. As the decade draws to a close we have
started to see some signs of consolidation in a market which has undergone several shifts in
terms of strategies and operating procedures. The decade certainly belonged to the two top
start-ups in the space Swiggy and Zomato. They are both great in their own specific manner.
Where Zomato’s speciality is marketing and offers concocting these insane ideas online
competitions, promo ads and games for their users to be involved in and win amazing cash
back prices, Swiggy doesn’t hold back either with their efficient user experience. Both the
companies keep on updating their apps and never fail to amaze the customers.
The answer to How people choose Zomato or Swiggy is simple.
32. Preference.
Some people prefer fast service and hate to wait they usually go for Swiggy not minding the
pries.
But people who want to try different options, want discounts and cashbacks go for Zomato.
Some people use both the apps. Whichever is suitable. They switch app if can’t find a restaurant
or a good offer in one.
SUGGESTIONS FOR IMPROVEMENT
How Zomato fails and what can the company do to improve.
Customer satisfaction
Customer service is satisfactory but from the start till now few customers face problems which
aren’t heard or solved by the company. Zomato should focus a little more on customer service
as this problem can lead to bad reputation and company can go downhill.
Application
As much as the app is user friendly it creates problems too which isn’t being solved even after
many complaints. The app usually fails to detect the customers exact location also sometimes
give wrong or long routes to the delivery guys which creates problem and delays the order.
Company updates the app on discounts and offers and invests too much in marketing but is
ignoring such important problems. They should fix this problem so that it becomes easy for
delivery guys to find and reach the location easy and early.
False rating
There have been reports of false rating. Reports being true or not even if a rumour its definitely
hurting the image of the company. Zomato should take some action to solve this problem as
building a goodwill takes years but it takes no time to ruin.
33. Packaging
Well, the packaging is mostly done by the restaurants but if anything goes wrong with the
packaging the blame straight goes on Zomato. To avoid that company should take extra
measures with packaging as no customer would want to eat a carelessly packaged food.
Employees
When I say Zomato needs to improve employee wise everyone starting from executives to the
delivery men all need to be more customer friendly and better at their job. Executives are rude
to the customers and some delivery guys are too unaware of the locations and need to be
directed by customers many times. It makes inconvenient for customers and they would rather
choose different app rather than taking all the pain.
CONCLUSION
If we go by numbers, Zomato witnessed a record rise of 225% in its revenue in the very first
half of FY2020. The company’s biannual report revealed that it had registered $205 Mn in
revenue as compared to $63 Mn (in the first half) of last year.
Zomato’s journey thus far has witnessed crests and troughs of its own. But it wouldn’t be
wrong to say that ups and downs are faced by almost all startup companies in their initial
years. What really matters, in the end, is their resilience, their will to stand by the organization
and its values and the decisions they make in difficult situations.
As for the founders, Deepindar and Pankaj, they’ve done a phenomenal job of keeping Zomato
afloat even in times of crisis. Where in early 2018, Pankaj announced that he’d like to quit
Zomato and take some time off before he turned “professionally active” again, he continues
to hold a stake of 3.11% in the organization.
Today, the company is looking forward to raising more funds with a vision to expand its
service portfolio. It aims to reach newer markets and explore other related domains of growth.
As Zomato battles it out with Swiggy - its biggest competitor, it will be interesting to see what
lies ahead for this organization especially in a time when bigger players are entering the
market.