‘All riders will wear red’: Zomato changes Pure Veg Fleet plan for food deliveries amid criticism

Amid criticism of Zomato’s “Pure Veg Mode” on its food delivery application, the company’s chief executive officer Deepinder Goyal on Wednesday announced that the segregation of its delivery fleet using the colour green will be removed.

“All our riders – both our regular fleet, and our fleet for vegetarians, will wear the colour red,” Goyal said in a social media post.

While Zomato will continue to have a fleet for vegetarians, which its app will show, the delivery riders and their vehicles will not be separately identifiable on the ground, Goyal said.

“This will ensure that our red uniform delivery partners are not incorrectly associated with non-veg food, and blocked by any RWAs [resident welfare association] or societies during any special days…” Goyal said. “Our riders’ physical safety is of paramount importance to us.”

Goyal said that the company had realised that the identifiable segregation of its fleet could also get some of its customers “into trouble with their landlords”.

The Zomato co-founder said that the criticism of the “Pure Veg Mode” had made the company “understand the unintended consequences of this rollout”. He said: “All the love, and all the brickbats were all so useful - and helped us get to this optimal point.”

On Tuesday, Zomato launched the “Pure Veg Mode” on its food...

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