Can a food delivery app be discriminatory? Zomato, a well-known name in India, ignited a debate with its ‘pure veg’ fleet designed to serve vegetarian customers. This initiative, which aimed to provide peace of mind to vegetarians by assigning dedicated delivery personnel, faced backlash due to the use of color-coded uniforms symbolizing purity. The controversy surrounding this move raises the question of whether catering to specific dietary preferences inadvertently deepens societal divisions.
The Problematic Nature of Zomato’s ‘Pure Veg’ Deliveries
In a statement on X dated 19th March, Zomato’s founder and CEO, Deepinder Goyal, announced that the new service would exclusively target vegetarian audiences. The service filtered out non-vegetarian restaurants and ensured deliveries by a specialized team that did not handle non-vegetarian items. Initially, the delivery personnel were supposed to wear green uniforms to indicate their role. However, this decision faced severe criticism on social media, leading Zomato to abandon the color-coded uniforms while retaining the core service of delivering vegetarian food from vegetarian establishments.
While Zomato’s ‘pure veg’ delivery service may appear beneficial for vegetarians seeking assurance that their food remains uncontaminated by non-vegetarian items, a deeper analysis reveals underlying issues. This initiative transcends mere dietary choices and has the potential to widen existing social disparities in India.
Zomato’s Alignment with Upper-Caste Norms and Exclusion of a Diverse Audience
Although Zomato claims to cater to a ‘large percentage’ of users, statistical data presents a different narrative. A minority of the Indian population strictly adheres to vegetarianism, with only 39% identifying as 100% vegetarians according to a 2021 Pew Research Center report. The actual target demographic seems to be a narrow segment following stringent upper-caste vegetarian practices, which are often more rigid than standard vegetarian diets. This approach not only isolates a significant user base but also contradicts Zomato’s previous stance. The ‘pure veg’ fleet, in contrast to the company’s inclusive message, inadvertently reinforces social divisions.
Zomato’s “pure veg” initiative, while seemingly addressing a specific consumer need, overlooks a fascinating shift in dietary habits.
This incident is not an isolated one. Previous instances of social resistance against segregated vegetarian spaces have occurred. For instance, there was uproar earlier this year for suggesting that Lord Ram from the Ramayana may have consumed meat during his exile. Similarly, student protests erupted last year over the creation of separate vegetarian dining zones. In 2022, campus violence ensued due to the alleged serving of non-vegetarian food on Ram Navami. Zomato’s digital segregation through the ‘pure veg’ fleet mirrors these real-world challenges, raising significant concerns about its long-term implications.
The Emergence of Flexitarianism and a Missed Opportunity
Data from the National Family Health Survey (NFHS) indicates a rise in non-vegetarian consumption in India. Between 2015-16 and 2019-21, there was a notable increase in the number of individuals, particularly men, consuming meat and fish daily, weekly, or occasionally.
Source: FII
While Zomato’s ‘pure veg’ initiative aims to address a specific consumer demand, it overlooks a noteworthy shift in dietary patterns. The NFHS findings suggest a growing acceptance of non-vegetarian diets, especially among men. This trend, coupled with the global surge in ‘flexitarianism,’ signifies an expanding consumer base interested in exploring diverse culinary choices without strict dietary constraints.
The Lingering Impact of Caste-Based Segregation
Historically rooted in ancient Hindu scriptures, the caste system, or Varna system, prescribed occupations and dietary regulations for each caste. Brahmins, the highest caste comprising priests and scholars, were expected to maintain utmost purity through a strictly vegetarian diet. In contrast, lower castes like Shudras (laborers) faced discrimination for predominantly consuming non-vegetarian fare.
Zomato’s “pure veg” initiative, while seemingly addressing a specific consumer need, overlooks a fascinating shift in dietary habits.
The notions of purity (Shuddha) and impurity (Ashuddha) influenced various aspects of life, with food playing a central role. Consumption of certain foods like meat, eggs, onions, and garlic was deemed impure and associated with lower castes engaged in activities considered unclean.
The caste system, with its dietary restrictions, served as a mechanism for social regulation. Dominant castes utilized food purity to reinforce their supremacy by dictating dietary practices to subordinate groups, thereby perpetuating social hierarchies and discouraging inter-dining interactions.
The Persistence of Segregation and Discrimination
The shadow of caste-based discrimination through dietary choices extends beyond historical texts, manifesting in contemporary scenarios. Incidents where school children refuse meals prepared by cooks from marginalized castes underscore the dangers of perpetuating such divisions.
Source: FII
In 2023, a government school witnessed protests from privileged-caste students who rejected mid-day meals cooked by a Dalit woman. Similar incidents have been reported in various Indian states, underscoring deep-seated biases that endure.
Zomato’s ‘pure veg’ fleet, emphasizing segregation, risks normalizing discriminatory practices. By structuring a system based on dietary limitations, it reinforces the notion of impurity associated with certain groups and their food, fostering social mistrust and depriving marginalized children of nutritious meals.
Will deliveries become caste-specific in the future? Could a Muslim driver be deemed unfit to deliver a vegetarian order based on their religion?
The real peril lies in the potential escalation of this system. Might deliveries become caste-specific in the future? Could a Muslim delivery person be considered unsuitable for transporting vegetarian orders due to their religious beliefs? Zomato runs the risk of perpetuating a digital platform that reinforces detrimental caste hierarchies, potentially normalizing prejudiced attitudes.
Zomato’s green uniform controversy serves as a poignant reminder that progress is delicate and offers valuable lessons for the entire food delivery industry. While vegetarians deserve tailored options, segregation is not the solution. Perhaps the key lies in celebrating India’s diverse culinary heritage. By prioritizing inclusivity, fostering open dialogue, and leveraging technology for positive change, these platforms can create a more unified and equitable dining experience for all.
In a world marked by divisions, food can serve as a unifying force, bringing people together over delightful meals irrespective of dietary preferences. Perhaps what is needed is a new symbol, not for segregation but for inclusivity. A symbol that signifies open-mindedness and conveys a smile with every order, free from bias and discrimination.