Zomato Pivots Strategy, Shifting Focus to Super Brands Over Super Apps

Navigating the Shifting Tides: Zomato’s Strategic Embrace of Super Brands in India’s Tech Landscape


In a strategic move that highlights the evolving landscape of the Indian tech market, Zomato, the renowned foodtech giant, has decided to halt the integration of its quick-commerce arm Blinkit. The decision comes in line with Zomato’s visionary approach, as communicated by its founder and CEO, Deepinder Goyal. Rather than chasing the trend of super apps, the company is now placing a significant emphasis on building “super brands.”


Despite the success of super apps in markets like China, where they have seamlessly integrated various services into a single platform, India’s tech ecosystem has taken a different route. Deepinder Goyal conveyed to the top management that Indians tend to lean more towards super brands rather than all-encompassing super apps. This insight has influenced Zomato’s strategic decisions in the wake of its acquisition of Blinkit.

Maintaining Distinct Separation:

Zomato’s strategy becomes evident in its deliberate choice to maintain a clear and distinct separation between its flagship food delivery platform and Blinkit, its quick-commerce arm. This decision is a departure from the expectations of many who anticipated the merger of the two apps into a unified platform.

The Super Brands Vision:

Zomato’s pivot towards building super brands signifies a commitment to creating strong and distinct identities for each service it provides. By focusing on the development of super brands, the company aims to cater to the unique preferences of Indian consumers who value specialized and dedicated platforms.

Implications of the Decision:

The decision to shift the focus from integrating Blinkit into the Zomato app to building super brands suggests a strategic alignment with the evolving consumer behavior in India. Rather than offering a one-size-fits-all solution, Zomato is adapting to the market demands, recognizing the power of individual brands that cater specifically to certain needs.

Future Prospects:

As Zomato sets its sights on building super brands, it opens up new avenues for innovation and specialization within its portfolio. This approach may lead to a diversified range of services, each excelling in its domain, thereby enhancing the overall customer experience.


Zomato’s decision to halt the integration of Blinkit in favor of building super brands exemplifies its agility in responding to the dynamic preferences of the Indian consumer base. As the tech landscape continues to evolve, Zomato’s strategic pivot reinforces its commitment to staying ahead of the curve and providing tailored solutions that resonate with the diverse needs of its users.

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