Zomato has introduced a new identity for its parent company, now named ‘Eternal’, which will encompass four primary businesses: Zomato, Blinkit, District, and Hyperpure. Although the name has been in use internally for two years, the public announcement and new logo indicate a broader intention beyond just a name change. Deepinder Goyal emphasized that this transformation serves as a mission statement, reinforcing the company’s commitment to endure and progress.
Following the rebranding, Zomato’s corporate website will shift from zomato.com to eternal.com, and its stock ticker will change from ZOMATO to ETERNAL. However, the Zomato brand itself will remain unchanged, with the holding company name being the only modification. The aim is for subsidiary brands like Blinkit to operate independently under the overarching corporation, similar to how Alphabet manages Google.
Companies often pursue identity changes for various strategic reasons, including mergers, shifts in business strategy, reputation management, or to attract new audiences. Some may even change names to garner media attention. For instance, the merger of Vodafone and Idea resulted in a name change that reflected their consolidation in the telecommunications sector. In contrast, DB Realty’s rebranding to Valor Estate signifies a strategic pivot towards a more trustworthy image focused on innovation and sustainability.
The trend of identity transformations is notable, with over 1,100 Indian companies adopting new names in the last two decades. These changes can range from minor adjustments to complete overhauls, including logo redesigns aimed at appealing to specific customer demographics. Recent years have seen an average of around 70 name changes annually, with a peak of 101 in 2010. The banking, financial services, and insurance (BFSI) sector has seen the highest proportion of name changes, accounting for approximately 16%, followed by construction and real estate companies at 8.4%.
