Eternal Limited, formerly known as Zomato, is testing 'Zomato Now' food vending machines in Gurugram offices. This pilot aims to offer rapid meal access, aligning with the company's focus on hyper-convenience. While expanding its service reach, investors are monitoring how these capital-intensive delivery experiments impact profit margins amid intense competition in the food-tech sector.
Eternal Limited, the company formerly known as Zomato, has begun testing a new service called Zomato Now. The pilot project involves installing food vending machines in select corporate offices in Gurugram to provide employees with immediate access to meals. This initiative marks a further step in the company's strategy to expand beyond standard food delivery and into hyper-convenience models.
Building on Rapid Delivery Strategy
This move complements the operations of Blinkit, the quick-commerce subsidiary of Eternal Limited. Blinkit has been aggressively scaling its ‘Bistro’ service, which focuses on 10-minute food delivery through a network of cloud kitchens. The new vending machine pilot reflects a similar push for speed and accessibility. By placing food pods directly within workplaces, the company is attempting to capture demand for quick, on-the-go meals without the need for traditional last-mile delivery logistics.
Eternal Limited has been moving toward a diversified consumer internet model, aiming to secure a presence across multiple segments including quick commerce, hyper-local delivery, and now, automated food retail. In December 2024, the company made history as the first new-age tech startup to be included in the BSE Sensex, underscoring its significant market presence.
Competition and Financial Discipline
The market for rapid delivery remains highly competitive. Rival platforms, such as Swiggy, have been expanding their own quick-service initiatives like ‘Bolt’, while transportation firm Rapido has also entered the food delivery space with its app, ‘Ownly’. This saturation means that companies must constantly innovate to maintain or grow their market share.
Investors are typically cautious about the financial implications of these rapid-delivery experiments. While such projects can drive revenue growth, they are capital-intensive. Launching and maintaining automated vending machines involves significant upfront spending, maintenance, and inventory management.
In July 2026, Eternal Limited’s Chief Financial Officer, Akshant Goyal, highlighted that the company’s expansion—specifically regarding Blinkit’s cloud kitchens—is being managed with a focus on profitability. The company has demonstrated a willingness to shut down experiments that do not meet performance targets, as seen when it integrated its previous 15-minute delivery attempt into Blinkit’s Bistro model.
What Investors Should Monitor
For shareholders and market observers, the key monitorable will be the company’s ability to scale this project profitably. If the Zomato Now pilot proves successful in its test phase, the company may look to expand it. However, if costs remain high or consumer demand does not justify the investment, the company may choose to pivot or discontinue the project to protect its bottom line. Investors will likely look for updates in future earnings calls regarding the contribution of these new, smaller ventures to overall financial performance.