New Delhi: Zomato, a popular food delivery app, faced backlash over its recent initiative to deliver vegetarian food using a separate fleet of riders adorned in green uniforms. The move was criticised for perpetuating caste norms, as meat consumption in the country is intertwined with its caste practices.
On Tuesday, Zomato announced plans to deliver food exclusively from restaurants serving “only pure vegetarian food” through a distinct fleet of delivery riders sporting green uniforms and delivery boxes, contrasting with the company’s signature red branding.
The announcement by Zomato’s CEO, Deepinder Goyal, triggered immediate backlash. Goyal stated that the initiative aimed to cater to India’s significant vegetarian population, emphasizing their preference for food preparation and handling.
However, critics argued that the scheme reinforced casteist and regressive ideologies. Many netizens recounted experiences of harassment from neighbours due to ordering and consuming meat dishes. Concerns were also raised about the safety of the delivery riders, who might face identification issues and potential risks due to the new green attire.
In response to the mounting criticism, Goyal announced on Wednesday the decision to roll back the “on-ground segregation” of the new fleet. He clarified that all Zomato delivery partners, whether serving vegetarian or non-vegetarian food, would wear the company’s traditional red uniform to avoid incorrect associations and ensure their safety.
Despite this reversal, some critics noted that while the colour coding was abandoned, the underlying concept remained unchanged. This incident follows a similar controversy last year when Zomato withdrew an advertisement featuring a Dalit character after facing backlash over its portrayal.
The episode underscores the ongoing tensions surrounding cultural sensitivities and social divisions in India, particularly regarding issues related to caste and dietary practices.
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