Zomato rebrands as ‘Eternal,’ integrating Zomato, Blinkit, District, and Hyperpure under one umbrella. Learn about the new vision and its impact on the food and quick-commerce industry.
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Zomato Becomes ‘Eternal’: A Strategic Rebranding Move
Indian food and grocery delivery giant Zomato has announced a major rebranding initiative, renaming itself as “Eternal.” The move, which has been in the works for over two years internally, was officially unveiled on Thursday, February 6, 2025, along with a new logo and corporate identity.
The rebranding reflects the company’s expanding business ecosystem, which now includes:
✅ Zomato – Food delivery services
✅ Blinkit – Quick-commerce vertical
✅ District – Live events business
✅ Hyperpure – Kitchen and restaurant supplies
💡 Why the Name Change?
Founder Deepinder Goyal stated in a letter to shareholders that the company decided to publicly rename itself once non-Zomato businesses became significant growth drivers. With Blinkit emerging as a major force in quick commerce, the company felt the time was right to embrace a broader identity.
“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,” said Goyal.
The Rising Influence of Blinkit in Quick Commerce
The quick-commerce segment (10-30 minute deliveries) has revolutionized the way Indians shop. The acquisition of Blinkit in 2022 was initially met with skepticism, but Zomato’s long-term bet has paid off. Blinkit has grown rapidly and now contributes substantially to Eternal’s overall revenue and investor confidence.
🔹 Changing Consumer Behavior:
Quick-commerce platforms like Blinkit and Swiggy Instamart have forced traditional retailers such as Reliance JioMart, Amazon India, and Walmart-owned Flipkart to introduce similar services.
🔹 Investor Sentiment Shift:
What was once considered a risky acquisition is now a key driver of growth, positioning Eternal as a dominant player in India’s food, grocery, and essentials delivery market.
Eternal: What This Means for Customers & Partners
📌 For Customers:
- No immediate changes to the Zomato or Blinkit apps
- Expect deeper integration between food and grocery services
- Faster deliveries and better service reliability
📌 For Restaurants & Partners:
- Hyperpure will continue providing high-quality kitchen supplies
- District’s expansion means more opportunities in the live events space
- Stronger ecosystem for delivery, logistics, and commerce
📌 For Investors & Industry:
- Eternal now competes beyond food delivery, aiming to be a multi-vertical powerhouse
- Growth in quick-commerce and supply chain solutions positions Eternal as a major disruptor
Why This Rebranding Matters
✅ Reflects Business Diversification: Zomato is no longer just a food delivery company. With Blinkit, Hyperpure, and District, Eternal is a full-stack commerce player.
✅ Stronger Brand Identity: A unified name helps establish a distinct corporate brand that aligns with future growth strategies.
✅ Enhances Market Position: Eternal can now compete more aggressively with Swiggy, Reliance, Amazon, and Walmart in multiple segments.
✅ Sign of Long-Term Vision: The move signals Zomato/Eternal’s commitment to evolving beyond food delivery and becoming a diversified business entity.
Final Thoughts: The Future of Eternal (Zomato)
The renaming of Zomato to Eternal marks a new chapter for the company, one that goes beyond just food delivery and ventures into quick commerce, supply chain solutions, and event management. As consumer behaviors shift and competition intensifies, Eternal is well-positioned to capitalize on India’s digital commerce boom.
🚀 Will Eternal succeed in its new avatar? Time will tell, but one thing is certain—the company is thinking bigger and bolder than ever before.
💬 What are your thoughts on Zomato’s rebranding as Eternal? Do you think it’s a smart move? Share your views in the comments!
