Zomato, India’s leading food delivery platform, recently found itself in hot water after users discovered an extra charge for its “Veg Mode” filter, sparking widespread outrage online. The feature, which allows users to filter vegetarian-only food options, became controversial when customers noticed they were being billed for using it. Following the backlash, CEO Deepinder Goyal issued an apology, calling the move a mistake.
The uproar began when screenshots of Zomato’s Veg Mode fee started circulating on social media. Customers were quick to criticize the company, accusing it of exploiting dietary preferences for profit. Many pointed out that filtering food options should be a basic feature, not something monetized.
According to Inc42, the fee was quietly introduced as part of a broader pricing experiment.
In response to the criticism, Goyal took to social media to address the situation. “Charging for Veg Mode was a poor decision on our part,” he admitted. “We hear you, and we’re sorry for the inconvenience caused.” He confirmed that the fee had been removed and promised that Zomato would not repeat similar missteps.
Customer Outrage and Industry Reaction
The backlash highlighted the sensitivity of Indian consumers toward food-related issues. Social media platforms were flooded with angry posts, memes, and calls for Zomato to be more transparent in its pricing. One Twitter user wrote, “How can Zomato, a company that’s been so customer-focused, think it’s okay to charge for something like Veg Mode? It’s disappointing.”
Industry analysts noted that while companies often experiment with pricing, this particular move was poorly thought out. “Zomato misjudged the market’s response to monetizing an inclusive feature,” said tech industry expert Meera Raghavan. “In a diverse country like India, where vegetarianism is deeply rooted in culture, such a decision was bound to backfire.”
Restoring Trust
Zomato has built its reputation on innovation and customer satisfaction, but incidents like this highlight the importance of clear communication and consumer trust. In his apology, Goyal assured users that Zomato would reevaluate its feature pricing strategy and ensure better alignment with customer expectations.
The company has already removed the fee and pledged to avoid similar controversies in the future. “We want Zomato to remain a platform that’s fair, accessible, and transparent for everyone,” Goyal stated.
While the controversy has stirred negative sentiment in the short term, experts believe Zomato’s swift action and public apology will help the company rebuild its reputation. For now, the incident serves as a cautionary tale for businesses navigating the balance between innovation and customer loyalty.