Why Zomato launched 'Pure Veg Fleet' service? CEO Deepinder Goyal clarifies amid social media criticism

Zomato, the popular food delivery platform, recently unveiled its new service called 'Pure Veg Mode' along with a dedicated 'Pure Veg Fleet,' sparking a mixture of reactions from users and observers. The 'Pure Veg Mode' feature, announced by CEO Deepinder Goyal, aims to cater specifically to customers with a vegetarian dietary preference.

Pure Veg Mode: Catering To Vegetarian Preferences

This service option ensures that users are shown restaurants serving only vegetarian food when selected. Moreover, orders placed through this mode will be handled by Zomato's exclusive 'Pure Veg Fleet,' identifiable by their green delivery boxes.

Explaining the rationale behind this initiative, Goyal highlighted the issue of food spillage in delivery boxes, which could lead to the aroma of non-vegetarian dishes affecting subsequent orders.


He emphasized that the separation of fleets was necessary to maintain the integrity of vegetarian orders.

Mixed Reactions On Social Media

However, Zomato's decision was met with a range of responses on social media. While some users praised the move for accommodating vegetarian preferences more effectively, others criticized it as unnecessary or even regressive. Concerns were raised about the potential implications on delivery personnel and societal attitudes towards food preferences.

One user wrote, "Will this “fleet” exclude delivery personnel based on their personal dietary choices? - that’s the hidden agenda, I fear."


Another user shared, "It's a good thing Zomato doesn't operate globally. Imagine having to explain to every other country in the world why the word 'pure' is used for a dietary preference instead of 'Strictly Veg' or 'Only Veg' or ' 100% veg' ."


In response to these concerns, Goyal reassured the public that Zomato is committed to addressing any negative social repercussions arising from this change. He stated, "If we see any significant negative social repercussions of this change, we will roll it back in a heartbeat."

Later, Zomato retracted its plan to require delivery partners serving food to vegetarians under the new service to wear green uniforms, stating that all of its partners will still wear red.

Future Plans and Gradual Implementation

Despite the debate surrounding its launch, Zomato remains focused on providing diverse options to cater to varying customer needs. Goyal hinted at future plans to introduce more specialized fleets, such as a cake delivery fleet equipped with hydraulic balancers to prevent damage during transit.

The 'Pure Veg Mode' and 'Pure Veg Fleet' are expected to be gradually implemented across the country in the coming weeks, offering a tailored experience for vegetarian consumers while navigating the complexities of food delivery preferences in a diverse society.