What's TOMA? Sanjeev Bikhchandani cites an example with Zomato

TOMA - Top of Mind Awareness - is often an indicator of how entrenched a brand is among its users.

Sanjeev Bikhchandani, co-founder of Info Edge, has shared a screenshot of two tweets about Zomato to illustrate an example of TOMA.

The first was from the news agency Press Trust of India (PTI), saying that two African tigers at Kuno National Park made their first kill within 24 hours of being released into a larger enclosure.


In the reply section, a Twitter user made a witty remark and said, “What else did you expect them to do? Order from Zomato?”


Sanjeev Bikhchandani captioned his tweet, "Clear evidence of TOMA. Top Of Mind Awareness," and also tagged Zomato.

So, What is TOMA?

'Top-of-mind awareness' simply refers to a brand or specific product being first in customers' minds when thinking of a particular industry or category. Remember, 'Surf', the brand that became synonymous with detergent itself.

Twitterati are in total agreement with Bikhchandani, and one user correctly wrote, "Agree, when a brand becomes synonym to a noun, verb or action, we have grown up hearing the godrej story and these are new India Godrej's."


Another user asked for coupon code-- 2cheetahs, and said " Now is the time to give the coupon code : 2cheetahs."


One Twitter user pointed at the Xerox -- photocopy analogy, and said, "Zomato has become the Xerox of photocopying!"

Info Edge, which runs Naukri.com and Jeevansathi.com, posted a net profit of Rs 93.9 crore in the September quarter of the financial year 2022-23. However, the company said this is not comparable with the profit of September quarter of 2021 because it incurred an exceptional gain of Rs 8,269.2 crore from the public listing of the foodtech Zomato, in which InfoEdge holds a considerable stake.

The company had reported a net profit of Rs 7,372.2 crore in the year-ago quarter.