Zomato Rebrands as Eternal: What’s Cooking Behind the Name Change?

Zomato, the food-tech giant that revolutionized online food delivery in India, has officially rebranded itself as Eternal. The company’s board has approved the name change, as stated in a stock exchange filing on February 6. While the rebranding does not impact the Zomato app itself, the stock ticker will now change from Zomato to Eternal.

Deepinder Goyal, group CEO and co-founder of Zomato, explained the rationale behind this decision in a letter filed with the BSE. “When we acquired Blinkit, we started using 'Eternal' (instead of Zomato) internally to distinguish between the company and the brand/app. We also thought that we would publicly rename the company to Eternal, the day something beyond Zomato became a significant driver of our future. Today, with Blinkit, I feel we are there. We would like to rename Zomato Ltd., the company (not the brand/app), to Eternal Ltd.,” he wrote.

Eternal will now comprise four major businesses – Zomato, Blinkit, Hyperpure, and a newly introduced initiative called District. “Eternal is a powerful name, and to be honest, it scares me to my core. It is a tall order to live up to. Because ‘Eternal’ carries both a promise and a paradox,” Goyal added. “This isn’t just a name change; it is a mission statement. A reminder etched into our identity that we will endure — not because we

are here, but because we need to get there.”

What’s Driving the Shift?

1. A Move Beyond Food Delivery

Zomato has already diversified its portfolio with businesses like Blinkit (quick commerce), Hyperpure (B2B food supply), and Zomato Gold (loyalty program). The company has hinted at creating an ecosystem that extends far beyond just delivering food from restaurants. By adopting the name “Eternal,” it seems to be shedding its identity as merely a food delivery app and positioning itself as a multi-faceted consumer tech company.

2. Global Expansion & Vision

A generic yet aspirational name like “Eternal” could be part of a long-term strategy to make the brand resonate on a global scale. While Zomato already operates in select international markets, the new identity could be aimed at making its services more universally recognizable, without geographical or categorical limitations.

3. A Brand Refresh for Future-Proofing

Companies often rebrand to stay relevant in an evolving market. Remember Facebook’s transformation into Meta? The shift to “Eternal” could be Zomato’s way of signaling a futuristic approach, embracing AI, cloud kitchens, and integrated digital services.

Will It Work? The Risks & Challenges

While rebranding can open doors, it also comes with risks. The biggest challenge Zomato faces is brand recognition. For over a decade, “Zomato” has been an integral part of urban India’s vocabulary when it comes to ordering food. Losing that identity overnight could be a gamble. The company will have to spend significantly on marketing, branding, and consumer education to ensure that people associate “Eternal” with the same reliability and convenience that Zomato stood for.

Moreover, if not executed well, a name change can alienate existing customers and create confusion in the market. The rebranding will have to be backed by substantial innovation and service expansion to justify the transformation.

The Final Bite

Zomato’s shift to Eternal is bold, ambitious, and, in many ways, unconventional. Whether this rebranding turns into a marketing masterstroke or a cautionary tale depends on how well the company manages the transition. One thing is certain—the food-tech landscape in India is evolving, and Zomato (or should we say Eternal?) is aiming to be at the forefront of this transformation.

What’s your take on this name change? Let us know in the comments!