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Redefining Convenience, Experiences, and Supply Chains for a Boundless Future
Zomato—or whatever you want to call it now—is no longer just a company but a brand under a larger corporate entity called Eternal. And as the name suggests, Eternal means lasting forever, without an end, timeless, and enduring—as per the Oxford English Dictionary and Merriam-Webster Dictionary. It’s a fitting choice for a company aiming for longevity and expansion beyond food delivery.
This rebranding isn’t just a cosmetic change; it reflects Zomato’s vision of building a legacy that transcends industries, adapts to change, and cements its presence in multiple sectors. Whether it’s food delivery, quick commerce, entertainment, or supply chains, Eternal signals a shift towards a company that is here to stay—not just as a service, but as a force in the ever-evolving business landscape.
Last week, when Zomato decided to change its name, its founder, Deepinder Goyal, explained the thought process behind it. According to him, with Blinkit, that moment had arrived. Talking about how the name Eternal came about, he wrote, “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.”
And that day is here. Zomato, which once started as a food discovery platform, has grown into something much bigger. It’s no longer just about food delivery—it’s about quick commerce, going out, and even supply chains. The name Eternal isn’t just a rebrand; it’s a statement. A statement that the company is no longer limited to one vertical. A statement that it’s here to stay.
Zomato was just a food discovery platform, helping people find the best places to eat. Then it became a food delivery giant, changing how millions of people ordered their meals. But growth doesn’t come from staying the same—it comes from big bets, bold moves, and taking risks when others hesitate.
Zomato—or we say Eternal now—has always been about making those big moves. But how many times did it have to bet big to become what it is today? Let’s break it down.
For years, Indian startups hesitated to go public, fearing market volatility. Zomato took the plunge in July 2021, becoming the first major consumer internet company to list on the Indian stock exchanges. The IPO was a success, proving that India was ready for tech-driven businesses on the stock market. But an IPO isn’t the finish line—it’s the start of a new race.
The Blinkit Acquisition—June 2022
In June 2022, Zomato made one of its biggest bets yet—it acquired Blinkit (formerly Grofers) for $568 million in an all-stock deal. At the time, many questioned the move. Quick commerce was still in its early stages, and investors were skeptical about whether ultra-fast deliveries could ever be profitable. The doubts reflected in Zomato’s stock price, which dropped to ₹40.60 in July 2022, its lowest point ever. Critics believed the company had overpaid for a cash-burning business, but Zomato had a different vision—one that would soon prove right.
Blinkit wasn’t always a quick commerce giant. It started as Grofers in 2013, co-founded by Albinder Dhindsa and Saurabh Kumar, with a focus on grocery delivery. In December 2021, it rebranded to Blinkit and pivoted entirely to delivering essentials in minutes, a move that transformed how people shopped. Instead of planning weekly grocery runs, customers could now order whatever they needed, whenever they needed it. This shift created an entirely new consumer behavior—instant commerce.
The key to Blinkit’s rapid success was the dark store model. Unlike traditional e-commerce warehouses, dark stores are small fulfillment centers spread across cities, allowing orders to be delivered within 10 minutes. Blinkit perfected this system, making speed its biggest selling point. Even as competition intensified, Blinkit continued to scale aggressively. By 2024, Zomato had invested a total of ₹2,300 crore into Blinkit, with a fresh ₹300 crore infusion in June 2024 to fuel further expansion.
An interesting connection between Blinkit and Zomato lies in its leadership. Blinkit’s CEO, Albinder Dhindsa, is married to Akriti Chopra, Zomato’s Co-founder and Ex-CPO. While Albinder led Blinkit’s charge into quick commerce, Akriti played a key role in Zomato’s IPO and financial strategy. Together, they have shaped two of India’s most influential tech-driven companies.
By late 2024, Blinkit was contributing 46% of Zomato’s total revenue, proving that quick commerce wasn’t just a trend but a fundamental shift in consumer behavior. What once seemed like a risky bet had turned into one of Zomato’s most successful moves, redefining the future of instant delivery.
Also read: Live Shopping: Transforming Consumer Engagement and Redefining the Future of Retail
Acquisition of Paytm Tickteing
As someone who has worked as a consultant with Paytm Insider and now with District, I had a front-row seat to this acquisition. I saw firsthand how Zomato placed its bet on Paytm’s ticketing business—not just as a standalone investment but as a strategic move to build a complete leisure ecosystem. Zomato has always been about experiences. Food delivery? That’s leisure at home. Quick commerce? It’s convenience, which feeds into the leisure lifestyle. But what about out-of-home leisure? That’s where events, movies, and dining experiences come in. Zomato’s acquisition of Paytm’s ticketing business wasn’t just about selling movie tickets; it was about owning every aspect of how people spend their time and money on leisure.
With food delivery and quick commerce sorted, Zomato’s next target was the going-out economy. In August 2024, it acquired Paytm’s movie and event ticketing business for ₹2,442 crore ($294 million). The question was—could Zomato take on BookMyShow, the dominant player in this space?
The answer came fast. With its deep customer base, Zomato quickly integrated the ticketing business into its newly launched District app, creating an all-in-one platform for going out. Movies, concerts, live events, and dining reservations—everything under one roof. By December 2024, District’s annualized Gross Order Value (GOV) hit ₹10,000 crore, meeting its FY26 target two years early.
This wasn’t just an expansion; it was a redefinition of Zomato’s identity. What started as a food discovery and delivery company had evolved into an experience-driven platform that touched every aspect of how people enjoy leisure—whether at home, on the go, or out in the city.
The Hyperpure Expansion – 2023
What if Zomato didn’t just deliver food but controlled the entire food supply chain? That’s exactly what Hyperpure set out to do. Launched as a B2B farm-to-fork supply chain business, Hyperpure helps restaurants source fresh, high-quality ingredients directly from producers, ensuring better pricing, reliability, and quality control.
While it started as a small-scale initiative, Zomato scaled Hyperpure aggressively in 2023 and 2024, expanding its reach and deepening its supply network. By FY24, Hyperpure’s revenue had doubled to ₹3,100 crore, making it one of the fastest-growing segments in Zomato’s portfolio. By Q3FY25, Hyperpure’s revenue had grown 95% YoY, proving that restaurants were increasingly relying on Zomato not just for orders, but for sourcing too.
This wasn’t just another revenue stream—it was a strategic move to own the entire food ecosystem, from farm to table. By controlling sourcing, Zomato could strengthen its restaurant partnerships, improve profitability, and create a vertically integrated food supply chain. Hyperpure wasn’t just about supplying ingredients; it was about turning Zomato into a critical infrastructure player in the food industry, making it indispensable to restaurants far beyond delivery.
Now, in 2025, Zomato is no longer just Zomato. The company is now Eternal, a brand that encompasses Zomato (food delivery), Blinkit (quick commerce), District (entertainment), and Hyperpure (B2B).
This isn’t just a rebrand—it’s a shift in mindset. Eternal means forever, without limits, without boundaries. It’s a name that signals ambition and permanence.
What’s Next?
Zomato (or Eternal) has made four big bets so far:
✔ Going public in 2021
✔ Acquiring Blinkit in 2022
✔ Expanding into entertainment with Paytm Ticketing in 2024
✔ Scaling Hyperpure into a massive B2B operation
Zomato’s transformation into Eternal Ltd. is more than just a name change—it marks a strategic evolution into a diversified conglomerate spanning food delivery, quick commerce, live events, and kitchen supplies. This shift reflects its ambition to build an enduring institution that extends far beyond its original identity.
Beyond branding, the move provides greater transparency for investors, offering clearer insights into the performance of each business unit and reinforcing Zomato’s commitment to sustainable, long-term growth. While Eternal becomes the corporate umbrella, the Zomato app will retain its familiar identity ensuring seamless continuity for its vast user base.
By embracing this transformation, Eternal Ltd. is positioning itself for its next phase of expansion, cementing its place as a leader in digital-first experiences and redefining the future of food, convenience, and entertainment.