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Reference no. 520-0076-1
Subject category: Marketing
Published by:
IBS Center for Management Research (2020)
20 pages
Data source:
Published sources


The case is about the role of digital marketing in the success of Zomato, a pioneer among the Indian online food service aggregators. Over the years, Zomato had established itself as a leading restaurant review, restaurant discovery, food delivery, and dining out transactions platform providing comprehensive information on over 1.5 million restaurants across 24 countries and serving more than 70 million users every month. The case gives a brief history of Zomato and a description of its consolidation phase. It also provides an insight into the competitive market Zomato operates in. The case analyzes how Zomato used different social media platforms to promote the company's products. It also describes the different digital campaigns by Zomato at different times, including the COVID-19 pandemic. The case ends with a discussion on the challenges faced by the company on the digital marketing front.

Teaching and learning

This item is suitable for postgraduate courses.


Digital marketing; Social media marketing; Search engine optimization; Content marketing; Customer loyalty; Push vs pull strategy; COVID-19 pandemic; Billboard ads; Online banner ads; Twitter marketing; Anti marketing; Food service aggregator; Platform businesses; Competitive advantage; Differentiation


The events covered by this item took place in 2017-2021.

Geographical setting


Featured company

Company name:
USD 206 million (2019)
Food service aggregators

Featured protagonists

  • Gaurav Verma (male), Chief Marketing Officer
  • Deepinder Goyal (male), Founder and CEO

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