Zomato recently made headlines with its announcement to introduce a dedicated ‘pure veg’ delivery service, complete with green uniforms, catering exclusively to customers seeking vegetarian options. In her latest column, author Twinkle Khanna weighed in on the move, suggesting that Zomato recognized a market demand and aimed to capitalize on it.
However, Khanna pointed out that Zomato may have overlooked the nuanced implications of the term ‘pure veg’, which carries connotations of caste, hierarchy, and untouchability, unlike the more neutral terms ‘vegetarian’ or ‘vegan’. She observed, “On the surface, it seemed like a solution crafted for people with specific dietary requirements, but they forgot that ‘pure-veg’, unlike vegetarian or vegan, has connotations of caste, hierarchy, and untouchability. Communication is a serrated tool; it can be a healing scalpel or a dagger depending on how you use it, and that still doesn’t take into account how good your aim is.”
‘Zomato’s segregating food into pure and impure, and having a fleet of delivery persons that they proposed to dress in green made a large section of Indians see red.
On the surface, it seemed like a solution crafted for people with specific dietary requirements, but they… pic.twitter.com/gsEcf57yYa— Twinkle Khanna (@mrsfunnybones) March 31, 2024
Twinkle Khanna emphasized the power of language, highlighting how words, even those casually used in public discourse, can evoke strong emotions and stir unexpected reactions. She noted that Zomato’s choice of terminology, particularly the term ‘pure veg’, struck a chord with many, revealing the importance of thoughtful communication.
Reflecting on the controversy surrounding Zomato’s initiative, Khanna underscored the significance of words as both bridges and sanctuaries, capable of navigating complex emotions and experiences. Ultimately, she suggested that Zomato’s decision to rebrand its ‘pure veg’ fleet as ‘veg only’ and abandon the green branding was a lesson in the careful selection and usage of language in the public sphere.
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