India’s leading food and grocery delivery platform, Zomato, has announced a major rebranding move, officially changing its name to “Eternal”.
This transition, which was internally in use for over two years, marks a strategic shift aimed at consolidating its growing business verticals.
With this rebranding, Eternal will encompass four major business units:
- Zomato – The food delivery service
- Blinkit – The quick-commerce platform
- District – The live events business
- Hyperpure – The kitchen supplies unit
Let’s dive deeper into this major transformation and what it means for the Indian food delivery and quick–commerce market.
Zomato Rebrands to ‘Eternal’: What’s Changing?
Zomato’s decision to rename itself as Eternal is a significant move aimed at reflecting its expansion beyond just food delivery.
According to Deepinder Goyal, the Founder and CEO, this transition was prompted by the increasing role of Blinkit in shaping the company’s future.
Key Highlights of the Rebranding:
- Zomato will now be called Eternal, encompassing all major business verticals.
- The company will operate under four divisions: Zomato (food delivery), Blinkit (quick-commerce), District (live events), and Hyperpure (kitchen supplies).
- Blinkit has become a significant driver of the company’s growth, especially in the quick-commerce sector.
- The rebranding reflects Zomato’s transformation into a multi-vertical business beyond just food delivery.
Why Did Zomato Change Its Name to Eternal?
The decision to publicly announce this rebranding comes at a time when the quick-commerce market in India is booming. Blinkit’s rapid growth and increasing investor interest in the segment have pushed Zomato to restructure its identity.
Founder Deepinder Goyal’s Vision
Goyal stated in a letter to shareholders:
“We thought of publicly renaming the company when something beyond Zomato became a significant driver of our future. Today, with Blinkit, I feel we are here.”
Investor Sentiment: From Skepticism to Acceptance
When Zomato acquired Blinkit in 2022, investors were initially skeptical. However, quick-commerce has now become a crucial component of the company’s strategy, attracting more investment and market interest.
Eternal’s Four Major Business Divisions
The newly rebranded Eternal will function under four key business units:
1. Zomato – Food Delivery Service
Despite the rebranding, Zomato’s food delivery service will continue to operate as usual. It remains a market leader in online food ordering and delivery, competing with Swiggy and other food-tech players.
2. Blinkit – Quick-Commerce Leader
Blinkit has transformed the way Indian consumers shop for groceries and essentials, enabling deliveries within minutes. It has forced competitors like Swiggy’s Instamart, Reliance JioMart, Amazon, and Walmart-backed Flipkart to ramp up their quick-commerce services.
3. District – Live Events & Entertainment
District, Eternal’s live events division, focuses on curating experiences and entertainment events. This segment aims to tap into India’s growing demand for event-based entertainment.
4. Hyperpure – Kitchen Supplies for Restaurants
Hyperpure is a B2B initiative that supplies high-quality kitchen ingredients and essentials to restaurants. It ensures fresh and standardized supplies, helping restaurant partners maintain quality.
How Will This Impact Users and Partners?
For Customers
- No immediate change in services – Food ordering via Zomato and grocery deliveries via Blinkit will continue as before.
- Better integration across platforms – Eternal may introduce seamless shopping experiences across its verticals.
For Restaurant Partners
- Enhanced supply chain support through Hyperpure.
- More visibility and reach via District’s event-based promotions.
For Investors
- The move showcases Zomato’s evolution into a multi-vertical business, reducing dependence on food delivery revenue alone.
- With Blinkit’s rapid growth, Eternal aims to be a dominant player in the Indian quick-commerce industry.
What Lies Ahead for Eternal?
Challenges in Quick-Commerce Expansion
While Blinkit is driving growth, the quick-commerce market is highly competitive. Companies like Swiggy Instamart, Zepto, and JioMart Express are pushing for dominance, making it a tough battleground.
Branding & Market Positioning
Rebranding as Eternal is a bold move, but it will take time for users, partners, and stakeholders to adapt to the new name. The company must focus on strong branding efforts to ensure a smooth transition.
Future Growth Prospects
- Leveraging AI and technology for better food and grocery delivery experiences.
- Expanding live event experiences under the District brand.
- Strengthening Hyperpure’s supply chain to support more restaurants.
Final Thoughts: Is ‘Eternal’ the Future of Quick-Commerce?
Zomato’s rebranding to Eternal marks a major milestone in India’s digital commerce industry. By integrating food delivery, quick-commerce, live events, and kitchen supplies under one umbrella, Eternal is positioning itself as a diversified tech-driven consumer brand.
While the rebranding signifies a new era for the company, its success will depend on how well it manages competition, brand transition, and business expansion.
With Blinkit’s rapid growth and increasing investor confidence, Eternal is set to redefine how India experiences food and quick-commerce.
