By Sougan Kumar Mandi

How It All Started

Zomato was born in 2008, originally called ‘Foodiebay’. Its founders, Deepinder Goyal and Pankaj Chaddah, worked at Bain & Company. The idea struck when colleagues kept queuing up to borrow restaurant menus. They realized—why not put them online?

Smart Strategy, Smart Growth

Zomato’s growth strategy focused on three things:
1. Hyperlocal content – listing every eatery with detailed menus
2. Trust via user reviews and photos
3. Aggressive international expansion (UAE, UK, Australia, etc.)

They also didn’t shy away from bold bets—like acquiring Urbanspoon in the US or investing heavily in last-mile food delivery.

Big Bets and Big Money

Zomato raised over $2.1 billion from investors like Sequoia, Info Edge, Temasek, and Ant Financial. With each round, they ramped up their capabilities—building a fleet, refining the app, and competing with Swiggy. They went public in 2021 with massive investor interest.

Storms They Weathered

Like any startup, Zomato faced bumps:
– Consumer trust (fake reviews, late deliveries)
– Fierce competition from Swiggy and UberEats
– Profitability vs. market expansion dilemma

Yet, they remained agile, exited non-performing regions, and doubled down on core strengths.

What Drives Deepinder Goyal

Deepinder Goyal is known for his grit, transparency, and execution focus. Whether it’s shutting down unscalable verticals or tweeting insights openly, his leadership style reflects clarity, speed, and conviction.

Zomato’s Mission & Vision

“Better food for more people”—Zomato’s mission goes beyond delivery. They want to build sustainable food ecosystems, help restaurants thrive, and reduce food waste.

Lessons I Took as a Marketer

– Start small but execute well
– Leverage user-generated content for trust
– Focus on mobile-first, real-time user experience
– Expand only after owning your core market

Final Thoughts

This case study is a perfect reminder that digital marketing isn’t just about tools—it’s about timing, people, and purpose. Zomato’s rise inspires entrepreneurs to think bigger, act faster, and care more about what their users really need.