Zomato CEO Deepinder Goyal, on Tuesday, announced the company's new initiative 'Pure Veg' delivery service for customers with vegetarian dietary preferences. As a part of the project, the riders were supposed to wear green uniforms, instead of their usual red ones. However, it seems the segregation in terms of uniform didn't go well with the people on the internet. In no time, they took social media by storm with backlash and criticism. So much so that the company, within 24 hours of the announcement, had to roll back the green uniform.
Deepinder Goyal, this morning, shared an update on the 'pure veg fleet', stating, "While we are going to continue to have a fleet for vegetarians, we have decided to remove the on-ground segregation of this fleet on the ground using the colour green. All our riders - both our regular fleet and our fleet for vegetarians, will wear the colour red." He further went on to explain that the fleet might not have on-ground segregation, but will be clearly shown on the app that the ones ordering veg food will get veg fleet for the service.
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Why Did Zomato Roll Back Green Dress Code For 'Pure Veg' Fleet?
According to Deepinder Goyal's tweet, the on-ground segregation might lead to the delivery partners facing various issues in many societies, "especially during any special day". Goyal adds, "Our rider's physical safety is of paramount importance to us".
He also stated that such segregation might be problematic for the customers as well, especially for the ones staying on rent, "We now realize that even some of our customers could get into trouble with their landlords."
In his post, Deepinder Goyal went on to thank the users for talking out their concerns, which helped the company understand the "unintended consequences of this rollout."
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About Zomato's 'Pure Veg Fleet':
Earlier, the Zomato CEO announced the company's new initiative 'Pure Veg Fleet' for customers with strict veg dietary preferences. In a tweet, Deepinder Goyal stated that India has the largest percentage of vegetarians in the world and one of the most important feedbacks the company received is about how those foods are cooked and handled. To address such concerns, the company rolled out a new service for vegetarian customers to enjoy food worry-free. He also informed that the feature will see a phased rollout across India in the upcoming weeks.