Zomato, the Indian food delivery group, has announced plans to rename itself as Eternal, marking a strategic shift towards its expanding business portfolio. The Gurugram-based company, which recently joined India's benchmark BSE Sensex, revealed the name change in a letter to shareholders on Tuesday.

The rebranding effort is aimed at better reflecting the company's diversified business portfolio, which now includes its quick commerce delivery service Blinkit, business-to-business venture Hyperpure, and District. According to founder Deepinder Goyal, the name change is more than just a symbolic gesture, but a mission statement that embodies the company's commitment to its growing ambitions.

Goyal explained that the company had already been using the name "Eternal" internally after acquiring Blinkit, to distinguish between the corporate entity and its food delivery brand. However, the Zomato app and brand name will remain unchanged, ensuring minimal disruption to its customer base. The name change will require shareholder and regulatory approval, after which the company's stock ticker will be updated from ZOMATO to ETERNAL.

The decision to rebrand as Eternal is significant, as it highlights the growing importance of Blinkit, which is expected to drive future growth for the company. By embracing a new identity, Zomato is signaling its commitment to expanding beyond its core food delivery business and exploring new opportunities in the quick commerce space.

Industry analysts see the move as a strategic play to position Zomato for long-term success, as the company continues to navigate the competitive Indian food delivery market. With Blinkit and other business units gaining traction, the rebranding effort could help Zomato attract new investors and talent, while also enhancing its brand reputation.

As Zomato embarks on this new chapter, it remains to be seen how the market will respond to the name change. However, with its sights set on becoming a dominant player in the Indian quick commerce space, the company is clearly betting on Eternal being a name that will resonate with customers and investors alike.