ORGANISATIONAL BEHAVIOUR – 2 PROJECT

TRIMESTER- 2
HRM- 1B

MEMBERS
Glorious Ekka - 114
Nalin Raj - 72
Aryan Singh - 125
Ayush Prasad - 90
Navya Mishra - 88
Yash Kumar - 106
Afifa Nadeem -68
Atul Surin - 117
Sumit Pardhia - 113
Pulkit Tirkey - 115

CONTENT
SL TOPIC
NO.

01 Zomato’s Background

02 Zomato’s Overview

03 The Service Industry in India

04 Nurturing Leadership at Zomato: A Vision for

the Future

05 Strategies to Discover and Develop Leaders

06 Leaders at Zomato

07 Transformation in the company

08 Key Turning Points in Zomato’s Evolution

09 Role of Technology in Zomato’s Growth

10 Leadership styles at Zomato

12 Conclusion
Acknowledgment
The successful completion of this project would not have been possible
without the support, guidance, and contributions of many individuals. We
are truly grateful for their involvement and commitment throughout this
journey.
First and foremost, we would also like to extend our sincerest thanks to
our OB Professor, Dr. Jyoti Verma, whose expertise and guidance were
invaluable at every stage of the project. Your constructive feedback,
encouragement, and insightful suggestions helped shape the direction of
this work and provided the clarity needed to tackle complex problems.
Your belief in the project and constant motivation inspired us to strive for
excellence.
Additionally, We would like to express our heartfelt gratitude to all the
team members – our unwavering dedication, creativity, and collaborative
spirit were the driving forces behind this project’s success. Each one of us
brought unique skills and perspectives, and it was a privilege to work
alongside such talented individuals. The hard work, brainstorming
sessions, and relentless efforts to overcome challenges demonstrated the
true essence of teamwork, and for that, we are deeply appreciative.
Lastly, we would like to thank everyone who indirectly contributed to the
project’s success, including friends, family, and colleagues, for their
encouragement and understanding throughout this journey
Zomato’s Background
Zomato is an Indian multinational restaurant and food delivery company.
Zomato was founded by Deepinder Goyal and Pankaj Chaddah in 2008. It
was founded in 2008 with the name Foodie Bay by Deepinder Goyal and
Pankaj Chaddah from Bain & Company. The website was launched as the
restaurant listing and recommending portal. In 2010, the company's name
changed to Zomato from foodie bay because they were unsure whether to
"focus solely on food" or to avoid conflict with eBay. Zomato Limited was
first registered as a Private Company on January 18, 2010, in New Delhi,
with the name DC Foodie Bay Online Services Private Limited. Later, on
April 3, 2020, the company’s name changed to Zomato Private Limited,
and on April 9, 2021, it was converted to a public limited company
resulting change in the company’s name from foodie bay to Zomato
Limited.
The company's technology connects customers and restaurants, suppliers,
and other intermediaries to provide them with variety of services.
Customers uses platforms to search for restaurants, read/write reviews,
upload photos, order foods, reserve a table, and make payments while
dining. Secondly, the company also provides its restaurant partners with
special marketing tools to acquire customers. Further the company also
offers transparent and flexible pricing to the delivery partners.
In addition to business-to-business (B2B) services the company also has
two main business-to-consumer (B2C) products: food and beverages and
dining. All B2C and B2B services provide value to customers on company’s
platforms allowing them to attract new customers and increase
engagement with existing customers. In 2011, Zomato company launched
its first bank. And in the year 2015 the company launched its food delivery
services.
The company launched its table reservation services in 2016. The
company launched its customer association Zomato Pro in 2017. The
company was named one of the most attractive brands in India by TRA
Research and won the Young Turk of the Year Award at Indian Business
Leadership Awards 2018. In 2020, the company expanded its food delivery
business to 500 cities in India. Further the company also won the Best
Voice award from Twitter. As of March 31, 2022, the company has 28
subsidiaries in India and abroad, including 15 direct subsidiaries, 13
indirect subsidiaries, 1 joint venture, and 1 corporate partner.
Zomato’s overview
The Service Industry in India
The establishment of the service industry in India has rapidly accelerated
over the course of the past few decades and has meanwhile significantly
gained importance for India’s economy. This sector includes all forms of
sectors, including, healthcare, education, finance and technology among
others. However, one of the most actively growing segments within this
industry is the food delivery applications and restaurant search where
Zomato has changed the consumption of food.

The development of online food ordering:

Traditionally, ordering food was a limited affair which only involved making
a call or visiting the restaurant and placing the order personally. The
increase in the use of the internet, the development of the smartphone
and the change in consumer behavior led in the food industry to a
complete transformation. This was the opportunity that leading online
food delivery apps such as Zomato, Swiggy, Food Panda seized by offering
customers convenience and restaurant’s efficiency.
The Gig Industry
Along with being a part of service industry, Zomato is also closely linked
to the gig industry, which currently has come to the limelight. Gig
economy consists of people working in sectors like e-commerce,
transportation, delivery services, etc. Earlier this sector was not taken
care of but now the government has recognised its potential and we have
seen the state of Rajasthan and Karnataka has passed a bill on gig
workers. All the delivery agents of companies like Zomato, Swiggy are gig
workers. They have flexible work arrangements and divorce job rules and
platforms, but they lack social security, income stability and medical and
health facilities. This sector has a potential of huge economic growth and
should be looked upon by all of us.
Restaurant Aggregator Business:
Restaurant aggregator business type exit type in which we need a
connectivity of vast. number of restaurants. This was business works
through restaurant listing by showing information like menus, prices,
consumer review, etc., user discovery, online ordering, online process and
payment for restaurant services. Companies which follow such a business
model are Zomato, Swiggy, Uber Eats, Dunzo and Food panda. These
companies have brought significant change in the ways of how people
order and consume food in India.
Philosophy of Zomato: “Better Food for More People”
There is a slogan at the company: Better food for more people This
captures the company’s mission and its embrace of the world with food.
Its vision is a global population eating healthy, easy on the pocket, and a
variety of tasty foods from wherever they are.

To this guiding principle, Zomato is under pressure to reinvent itself

constantly, to create offerings that make the experience of eating out, and
having food delivered, even more effortless. It also stresses its role in
buoying environmentally sound practices in the food sector, including
cutting waste, encouraging in the use of sustainable packaging, and
contributing to the promotion of food safety in its restaurant partners.

Unlike a business-to-business transaction, Zomato’s philosophy is not just

to sell food, but to ‘deliver’ happiness. As a food delivery platform,
Zomato by employing technology, data, and customer understands the
competition it faces and the need to improve on the service delivery that
will enable local restaurants and delivery partners to sustain themselves
in a highly competitive industry.

“Better Food for More People” is also inclusive because the company
never stops expanding, always striving to reach people that have little
access to food delivery services, trying to cover the gaps, and creating
workplaces. This philosophy serves its goal to revolutionise how people
encounter food in terms of availability, pleasure and meaning for more
people across the world.
Nurturing Leadership at Zomato: A Vision for the Future
At the core of Zomato's incredible growth and innovation is its
commitment to leadership. Beyond holding a title, Zomato’s future
leaders must embody vision, adaptability, and an ability to thrive in the
ever-changing digital landscape. By intentionally investing in leadership
development aligned with the company’s culture and aspirations, Zomato
can remain a trailblazer in food delivery and restaurant technology.

Strategies to Discover and Develop Leaders

Create
Define
Growth
Discover Leadership at
Pathways for Invite fresh
Hidden Talent Zomato
Leadership prespective
Within

Zomato’s first step Expertise in food-tech

Job rotations to help
should be looking and digital ecosystems.
employees gain a holistic Skill-building workshops
inward, recognizing the business perspective. on emerging
untapped potential technologies, creative
within its existing team. solutions, and
leadership psychology.
A customer-first mindset
paired with data-driven
decision-making.
Beyond metrics, assess Pairing with experienced
employees' problem- mentors within Zomato.
solving abilities and
unique contributions. Strategic foresight to
navigate industry
changes.
Job rotations to help
employees gain a
Implement 360-degree Skill-building workshops holistic business
feedback involving on emerging perspective
peers, managers, and technologies, creative
subordinates to identify Agility to adapt in a fast- solutions, and leadership
leadership potential. paced market. psychology.
Leaders at Zomato

Vision and Idea: The concept of Zomato Operational Efficiency: Chaddah operated
Deepinder Goyal - Co-

Present)

Pankaj Chaddah - Co-

Founder & CEO (2008 –

Founder & COO (2008 –

2018)

emerged when Goyal saw how employees with the focus of generating efficient
of offices were facing issues to get processes, which allowed the company to
restaurant menus. He conceptualized a scale rapidly across various cities and
website which could help make this countries. His operations were
process easy. fundamental in the very early days of the
Strategic Leadership: Goyal has played firm.
a key role in steering the strategic Product Development: He took an
direction of Zomato, from being a menu essential role in upgrading and enriching
aggregation platform to becoming a the various products for Zomato, such
global food delivery and dining service. that the product can be made user-
His leadership made sure that Zomato friendly and highly adaptable in different
adapted to changing market requirements markets.
and competition. Expansion Strategy: Chaddah
Global Expansion: Goyal led Zomato's spearheaded Zomato’s entry into
expansion beyond India, establishing a international markets and helped
presence in over 25 countries, including establish its brand globally. His efforts laid
the UAE, Australia, and the UK. the foundation for Zomato’s global
Technological innovations; He focused on presence today.
the technological aspects, incorporating
AI-based suggestions, contactless
ordering, and digital payments to improve
the user experience.

Transformation in the company

 2.Strategic Acquisitions to
1.Vision to Transform 3. Making Adjustable
Strengthen Market
Zomato Choices in Emergencies
Position
World View: He wanted Uber Eats India COVID-19 Pandemic
Zomato to be all about food Acquisition (2020): By Response Introduction of
ecosystem, including - acquiring Uber Eats’ Indian Grocery Delivery: Zomato
restaurant discover, food operations, Zomato removed swiftly changed course and
delivery, cloud kitchens etc. one important rival from the introduced grocery delivery
Tech Integration: Utilizing competitive landscape and under "Zomato Market" as a
state-of-the-art technology, extended its own franchise to result of restaurants closing
including AI-based millions of customers as well and a decline in the demand
recommendations, automated as tens of thousands of for food delivery.
customer support, and restaurants. Support for Delivery
machine learning algorithms Tech Firm Acquisition: Partners: Programs and
for delivery optimization. Acquired businesses such as money were established to
Market Leadership: Zomato Fitso (fitness and wellbeing) provide financial assistance to
is at the grocery stores like and TongueStun (corporate delivery workers,
the UAE and other external catering) indicate a guaranteeing their well-being
spots, in which mattered diversification strategy in line and safety throughout the
Sustainability: Under his with more general lifestyle emergency.
leadership, Zomato began to objectives.
adopt a green agenda
focusing on eco- friendly
packaging and was striving
toward carbon neutrality for
its delivery operations.

Key Turning Points in Zomato’s Evolution

1. Global Reach and Market Expansion (2011–2014)
The company started with a domestic model within India and grew into an
international powerhouse in the blink of an eye. Zomato prepared to enter
the global markets and had an aggressive growth strategy. The firm
purposefully reoriented itself to all new markets in terms of food and
culture to succeed. This required developing new partnerships with local
restaurants, creating new menus, and learning South Indian eating habits.
Further, Zomato’s international branding became more established as the
company diversified streams of income and decreased focus on India.
Such development showed the adaptability of Zomato when it came to
operating in diverse environments and positioned it as one of the
foremost players within the international meal delivery market.

2. Uber Eats India acquisition (2020)

The acquisition of Uber Eats’ Indian business unit by Zomato for USD 350
million was a notable development in the company history. It is because of
this calculated strategy that millions of people and a large network of
partner restaurant facilities were integrated into Zomato's ecosystem. Not
only did Zomato eliminate a significant opponent from the market, but it
also reinforced their market control and enhanced their ability to serve
clients and restaurants better.

3. Management of Change During the Pandemic (2020–2021)

The ability of Zomato to shift was consistent despite the major challenges
caused by COVID – 19 Pandemic. To meet the changing demands of their
customers, the company began delivery groceries to ensure that the
essentials could be supplied during the lockdown. Zomato also put
hygiene certificates in place for its partner restaurants to help customers
feel more secure about cleanliness and security at the establishments.
These rapid changes did not only help bolster Zomato’s operations in a
tough period, but they also ensured the status of Zomato as a customer-
oriented brand which is able to respond to the changing dynamics.

Role of Technology in Zomato’s Growth

User-Friendly
Platforms

Real-Time
Tracking

Personalizatio
n Through
Data
Analytics
Leadership styles at Zomato

 Strategic Leadership
Global Expansion: According to Deepinder Goyal, Zomato has the
potential to expand beyond India. Under his leadership, Zomato was able
to enter over 25 countries such as the UAE, Australia, and the United
Kingdom. One of the most crucial moves was acquiring Uber Eats India,
which solidified Zomato's status as a leader in the market. Deepinder
Goyal eliminated a significant competition and made sure all its users and
restaurants moved onto Zomato, allowing the company to maintain its
competitive advantage in food delivery in India.

Adjustments to Uncertainty: The COVID-19 pandemic presented an

entirely new set of risks for the company. When the food industry faced
restaurant closures and a decreased demand for food deliveries, Goyal
pivoted the business to grocery deliveries promoting “Zomato Market”.
This move not only kept the audiences active but also satisfied many of
their instant needs. Additionally, with respect to supporting delivery
partners with financial pressure relief and resources, Goyal demonstrated
the power of swift strategic moves in a difficult environment.

 Transformational Leadership
A New Vision for Zomato: Zomato started as a restaurant listing site
and under Goyal’s leadership today has evolved into an entire food
ecosystem. He took advantage of technology to improve the customer
experience by adding AI, cloud kitchens, even contactless ordering. This
transformation did not only change the way people connected with food
but also transformed the entire sector.
Sustainability for the Future: Goyal understood that this is the
direction the world is headed towards and made it part of Zomato’s
principles. By aiming for carbon-neutral delivery operations and investing
in environment friendly materials, he made sure Zomato’s expansion is in
harmony with the international goals of environment preservation.

 Motivational Leadership
Championing the Workforce: Essential in Zomato’s success are the
delivery partners, several of them are freelancers. Goyal took the very
first steps to bring in programs during the pandemic to protect the
delivery staff and their family, including assistance and health policies.
Such engagements were not only limited to transactions, but they also
helped build faith and loyalty amongst the workers who constitute the
engine of the company.
A Mission that Encourages: “Better Food for More People” is not just a
marketing slogan it’s a mission. This mission embodies Goyal’s ability to
motivate others through providing the people with good food that is easy
to obtain and remember. He puts the ideas of inclusion and self-
improvement at the forefront that motivates not only the employees but
customers as well to have faith in the vision of Zomato.

Conclusion
Zomato, leadership means more than a position – it is about the people
with vision, flexibility and those that can encourage others to act. There
are things in the company that can secure a competitive advantage as the
company tries to evolve in the fast-changing digital world and that is
growing leaders that fit the culture and values of the organization.
Zomato builds a results-oriented culture by recognizing the untapped
potential of its employees and developing it through mentoring, job
rotations, and skills training. The company’s view on leadership has a firm
basis in its performance goals: focusing on innovation, transition, and
clients as the priority.
What stands out for Zomato is how it embraces diverse perspectives and
new thinking together with technology-driven talent. In this way, Zomato
allows its leaders use its planning and learning structures to respond to
developments in the industry.
In Zomato’s case, measuring leadership impact with inclusion and
combined with collaboration and innovation, all reflect the progressive
nature of the company. This involves both growing leaders from within and
bringing in new leaders from the outside. This all-round focused angle
allows Zomato to keep inspiring its employees.