MAM
Now 500 cities in India can order from Zomato
MUMBAI: India’s most loved food delivery platform, Zomato is now serving users in 500 cities across India.
Expanding to four new cities every day over the last month, Zomato is rapidly penetrating its food delivery services to utilize the untapped potential in Tier 3-4 cities in India. Today, Zomato makes over 1000 deliveries every minute – this figure has more than doubled in the past nine months.
The newest additions span across the width of our country, to name a few – Alappuzha and Malappuram (Kerala), Pushkar (Rajasthan), Ankleshwar and Mehsana (Gujarat), Kanyakumari, Kodaikanal and Cuddalore (Tamil Nadu), Itarsi and Ashoknagar (Madhya Pradesh), Fazilka and Nawanshahr (Punjab), Vrindavan and Azamgarh (Uttar Pradesh), Silvassa (Daman), Chittoor (Andhra Pradesh), Daltonganj (Jharkhand), Pataudi (Gurgaon), Osmanabad and Sawantwadi (Maharashtra) and Shillong (Meghalaya) – amongst others on the map. With this, Zomato’s food delivery services are now available in three north-eastern states – Meghalaya, Assam and Tripura.
Speaking on the development, Mohit Gupta, CEO- Food Delivery, Zomato, said, “We follow a data-driven strategy to decide potential cities encompassing a measure of the overall population, student population and restaurants. It is a delight to witness first-day-tales from lesser-known cities like Giridih in Jharkhand (population of around 1.5 lakh) clocking over 1000 orders/day and all restaurants in Gudivada in Andhra Pradesh (population of 1 lakh+) running out of food by lunchtime, on the very first day. While the growth in the top 15 cities has tripled in the last 12 months, our emerging cities now contribute 40% to our business. We are excited to change the paradigm of food as we continue to let every bit of India get a taste of Zomato.”
The expansion journey from 25 cities (July 2018) to 500 cities (July 2019) is filled with hard work, challenges, and, most importantly, learnings. Here are the key four learnings:
Far and wide is possible: Every city in India, big or small, thanks to the advent of mobile penetration, is an opportunity worth exploring. We relish the rush of being super-quick operationally but are also humbled by the collective efforts of making things happen in the not-so-inhabited regions.
Two wheels, one ecosystem: Staying true to the belief system behind its Delivery Universe, Zomato is mobilizing people towards better employment. With every single launch, we have observed a spike in the number of delivery partners joining the collective vision.
The beauty of brand recall: One of the most interesting and repetitive events has been the way people (both users and restaurants partners) have shown the desire to have Zomato’s food delivery services made available in their respective cities and towns. Zomato didn’t have to sell hard the brand, as people are already aware of how synonymous the brand is with food.
Challenges don’t last long: With a dedicated team and a singular focus, Zomato has set out realistic goals across varied geographies. The operational challenges faced haven’t been able to make Zomato regret its decision to expand and will not in the future.
On average, Zomato is onboarding 30-50 restaurants in each city; a figure that’s bound to move northward over the coming weeks. In this endeavour, the most endearing and humbling aspect has been the inclusion of delivery partners from the smaller cities/towns who wish to make food deliveries on their bicycles. As Zomato continues to work on introducing e-cycles in the upcoming fleet, the company is encouraging bicycle delivery.
MAM
India’s experience economy grows as live events market hits Rs 17,000 crore
EY-Parthenon and BookMyShow report finds 78 per cent Indians prefer experiences over products
MUMBAI: India’s live entertainment scene is no longer just about music, comedy or festivals. It is increasingly becoming a powerful stage for brands seeking deeper connections with consumers.
A new report titled Beyond Attention, Into Immersion by EY-Parthenon and BookMyShow suggests that India’s experience economy is entering a strong growth phase, driven by consumers who are choosing memorable moments over material purchases.
According to the study, the country’s live events ecosystem, which includes concerts, comedy tours, festivals and immersive exhibitions, is estimated to reach around Rs 17,000 crore in 2025. The growth reflects a broader cultural shift in how Indians spend their time and money.
The report finds that 78 per cent of Indian consumers now prefer spending on experiences rather than physical products. From attending concerts and festivals to participating in interactive brand installations, audiences are increasingly seeking engagement, community and shareable moments.
This change in consumer behaviour is particularly evident among younger audiences who want to participate rather than simply watch. Instead of passively consuming entertainment, many now look for experiences that allow them to interact, express themselves and connect with like minded communities.
For marketers, this shift has turned experiential marketing into a strategic priority rather than a promotional add on. Brands are moving away from interruption driven advertising and towards immersive formats that allow consumers to discover, test and emotionally connect with products.
The report suggests that experiential marketing now plays a role across the entire consumer journey. It can spark brand discovery, strengthen storytelling, encourage product trials and ultimately influence purchase decisions and loyalty.
The impact is already visible. Post event surveys conducted among 7,450 attendees at major events including Lollapalooza India and concerts by Ed Sheeran and Guns N’ Roses highlight the effectiveness of these experiences.
Around 59 per cent of attendees recalled brands they interacted with during the events, while 55 per cent said those interactions increased their likelihood of purchasing from the brand. A further 63 per cent reported that brand activations actually enhanced their event experience rather than distracting from it. Nearly 29 per cent also said the interaction improved their perception of the brand.
Brands are also changing the way they approach events. Instead of simply putting logos on stages or banners, companies are building experiences into the fabric of the event itself.
Financial services brands, for example, are offering early ticket access, exclusive lounges and curated event experiences for cardholders. Fashion and beauty companies are using festivals to showcase products through pop ups, interactive installations and social media friendly spaces that encourage visitors to share their experiences online.
The scope of experiential marketing now stretches far beyond live entertainment. Retailers are designing experiential stores where customers can explore products in lifelike environments. Entertainment platforms are extending popular intellectual properties into immersive exhibitions and fan events. Technology is also playing a growing role through augmented reality and virtual try on tools that blend digital discovery with physical interaction.
Cultural festivals remain one of the most powerful platforms for such engagement in India. Celebrations such as Navratri and Holi bring together large communities, emotional participation and heightened consumer spending. For brands, these moments offer an opportunity to become part of the celebration rather than simply advertise around it.
Despite the momentum, the report notes that some companies still hesitate to adopt experiential marketing at scale. Budget constraints, limited expertise and uncertainty around measuring return on investment remain common concerns.
However, the growing body of data around consumer engagement and brand impact is gradually addressing these challenges. More marketers are expected to allocate a larger share of their budgets to experiential formats over the coming years.
Taken together, the findings point to a clear trend. As consumers seek meaning, memories and moments worth sharing, live experiences are emerging as one of the most powerful ways for brands to stay relevant in a crowded media landscape.
