The Conundrum of Targeting Vegetarian Audience: A Lesson Learned by an Indian Delivery Service
An Indian food delivery service faced backlash and had to backtrack on its strategy aimed at appealing to vegetarian clientele, sparking a heated debate in the process.
A well-known food delivery app in India recently caused a stir and quickly backtracked after unveiling a new effort to appeal to vegetarian users. This past week, Zomato revealed its intention to showcase a selection of restaurants that exclusively offer "pure vegetarian food."
The company's founder and CEO Deepinder Goyal announced on X that the list of restaurants will only include those serving vegetarian food. This means that any restaurants serving meat, poultry, or seafood will be excluded.
The term "non-veg" is short for "non-vegetarian," and it refers to any food items that contain meat, poultry, or seafood.
India is home to the largest population of vegetarians in the world, according to Goyal. Many of them are very specific about how their food is prepared and handled.
To better accommodate these dietary restrictions, the company decided to have a dedicated fleet for delivering vegetarian food. These riders would be dressed in new green uniforms, different from the red ones worn by other delivery workers.
Goyal explained that our pure veg fleet ensures that only vegetarian meals are delivered in the green box. This means non-veg meals or veg meals from non-veg restaurants won't be included.
In many of the world's most populated countries, strict dietary laws are followed due to the requirements of widely practiced religions.
Jains and many Hindus choose to eat a vegetarian diet because they believe in the principle of “ahimsa,” which promotes non-violence and respect for all living beings.
According to the Pew Research Center, nearly 40% of Indian adults identify as vegetarian.
In India, dietary laws are taken very seriously, with some property developers refusing to sell apartments to meat eaters. The issue of cow slaughter has become a political hot topic, as many Hindus view cows as sacred animals.
While Goyal emphasized that the new plans are not meant to exclude any religious or political preferences, the company faced significant backlash on social media. Some users viewed the move as "casteist," pointing out that many Hindus from dominant castes tend to be vegetarian, while many individuals from marginalized castes are not.
India officially abolished its caste system in 1950, but the social hierarchy based on birth continues to impact many aspects of life. Hindus are categorized at birth, determining their societal status, job opportunities, and marriage options.
Critics have raised concerns about Zomato's decision, citing potential risks for both meat eaters and delivery staff.
One user on X criticized the decision as "unsafe and illogical," stating that it creates a divide between veg and non-veg eaters and could lead to discrimination based on food preferences.
In response to the backlash, Zomato has decided to revert their initial plan of dressing riders delivering vegetarian meals in green. Instead, all riders, including those delivering vegetarian food, will now wear the color red as announced by Goyal on Wednesday.
"Our red uniform delivery partners need to be correctly identified with veg food to avoid any issues with housing societies. We prioritize the safety of our riders," he emphasized.
"We understand that our customers could also face problems with their landlords due to misidentification, which is something we want to prevent," he further explained.
Editor's P/S:
The article highlights the complexities surrounding vegetarianism in India, where dietary practices are deeply intertwined with religious and cultural beliefs. Zomato's initial attempt to cater to vegetarian users sparked controversy, exposing the social divisions and sensitivities associated with food preferences. The backlash underscores the need for inclusivity and sensitivity when addressing the diverse dietary needs of a nation.
Moreover, the article sheds light on the potential risks and unintended consequences of such initiatives. Critics raised valid concerns about the safety of delivery staff and the potential for discrimination based on food choices. Zomato's decision to revert its plans and maintain a uniform red dress code for all riders reflects their recognition of these concerns and their commitment to protecting the well-being of their employees. By labeling vegetarian food as "pure" and excluding non-vegetarian restaurants, Zomato's initial plan inadvertently reinforced the idea of purity and impurity associated with food, which can be divisive and discriminatory. The company's decision to backtrack and adopt a more inclusive approach shows that it is sensitive to the potential social implications of its actions.
