From disruptor to defender, Zomato looks to redefine the brand narrative

Zomato is in the news, not for the efficiency of its delivery platform or discovery features that its rivals are being judged on, but as an ideal employer

Once the poster boy for young entrepreneurial talent and feted for his sharp putdowns of fellow start-ups on social media, Zomato founder Deepinder Goyal has cast himself in a new role; that of a new-age employer. Having announced a 26-week paternity leave for all his employees, Goyal has been flooded with congratulatory messages and laudatory references for his sensitive leadership, with some flak too, for turning a best practice into a marketing gimmick. But leave the chatter aside and Goyal’s latest move reveals an astute brand meister. 

Thanks to Goyal, Zomato is in the news, not for the efficiency of its