<h5>What is this new initiative launched by Zomato?</h5><p>With the advancement of technology, we can now order food through mobile apps from the comfort of our homes. One can tap a few buttons, and the food delivery guy will soon arrive to bring the ordered delicacies. Zomato, an extremely popular food delivery app in India, lets you do just that.</p><p>Recently, they launched a new initiative to provide service to pure-veg customers. Zomato co-founder and CEO Deepinder Goyal announced the launch of Zomato’s pure-veg mode and a pure-veg fleet.</p><p>The plans also included the fleet wearing green outfits and carrying green delivery boxes (this was later changed). This initiative is directed towards consumers following a vegetarian diet.</p><figure class="image"><img src="https://firebasestorage.googleapis.com/v0/b/newsahoot.appspot.com/o/zomato-s-new-initiative-to-deliver-pure-veg-food%2FZomato%20Green%20Fleet.jpg?alt=media&amp;token=7463cabb-3dda-485b-aee6-6b9d3f190f6c"><figcaption>The initial green-coloured pure veg fleet. The colour has been changed after a recent controversy. Photo by Deepinder Goyal.</figcaption></figure><h5>What’s the reason behind launching this initiative?</h5><p>Deepinder Goyal says India boasts the world's highest population of vegetarians. One of the most significant feedback they have received from vegetarian customers is that they are extremely concerned about how their food is cooked and handled. So, Zomato listened to what they had to say and introduced this new initiative.</p><p>The new pure-veg mode will feature only restaurants that exclusively serve vegetarian meals, and restaurants that serve non-vegetarian food will be excluded. The pure-veg fleet will only carry orders from the pure-veg restaurants. This means that a non-veg meal, or even a veg meal made by a non-veg restaurant, will never be sent using the pure veg fleet.</p><p>Mr Goyal says this service will be available nationwide in the coming weeks. He also said the initiative will help vegetarian customers who prefer not to order food from a non-veg restaurant.</p><p>He said the new fleet was also created because sometimes food spills into the delivery boxes. When this happens, the smell from the previous order may transfer to the next order, harming its freshness.</p><p>As a vegetarian, one might dislike the smell of non-veg food in their meal. A vegetarian customer might feel bad if their vegetarian burger smells of chicken. The company wants to avoid this with vegetarian orders, so this new fleet was created that will only serve vegetarian food.</p><p>However, this initiative has attracted some controversy.</p><figure class="image"><img src="https://firebasestorage.googleapis.com/v0/b/newsahoot.appspot.com/o/zomato-s-new-initiative-to-deliver-pure-veg-food%2FZomato%20Pure%20Veg.jpg?alt=media&amp;token=b064ba45-f572-4f74-aaf2-b00a109031c0"><figcaption>An ad introducing Zomato’s pure veg mode. Photo by Deepinder Goyal.</figcaption></figure><h5>What controversy has this initiative attracted?</h5><p>Zomato's initiative has started a debate on social media. Some people were concerned that it might lead to discrimination based on food choices. Some said that delivery boys might be harassed if they attempted to deliver non-veg food wearing the original Zomato food t-shirts in societies that are mainly vegetarian.</p><p>Some societies with a vegetarian majority might ban the entry of the regular Zomato fleet carrying non-veg food. This would be discriminatory towards non-veg customers. A person even pointed out that most of India’s citizens are non-veg, and this new initiative is offensive towards them.</p><p>Many have also appreciated this new initiative, saying that veg customers can order food without any worry. Still, Deepinder Goyal has issued an update on the issue.</p><h5>What update has been issued regarding this initiative?</h5><p>Deepinder Goyal said the company will continue to operate a vegetarian fleet but will no longer use the colour green to identify them on the ground. All delivery riders will wear red T-shirts. However, even though the vegetarian fleet might look similar, the app will help differentiate the vegetarian fleet.</p><p>This change has been announced so that the company’s regular delivery people are not harassed for carrying non-veg meals. The company also doesn’t want its non-veg customers to be harassed because of their food choices.</p><p>In fact, no one should be harassed for their food choices. People's food habits are highly personal and should be treated as such. Respecting this can help create a peaceful society.</p><p>What are your thoughts about Zomato’s new initiative? Was it really needed or will it cause unnecessary troubles for delivery boys and customers? Let us know what you think in the comments below.</p>

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Zomato’s New Initiative to Deliver Pure Veg Food

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