India, July 24 -- Before 10-minute deliveries, dark stores and quick commerce wars, there were red-shirted Zomato riders racing across cities with pizzas, biryanis and Chinese food parcels in their delivery bags.

Over the years, that image became so omnipresent that food delivery and Zomato started feeling interchangeable. Much like "Google it" became a substitute for searching the internet, "Zomato kar lo" became a synonym for ordering food.

The company itself saw a high degree of success, and food delivery took it to the bourses single-handedly in 2021. However, the spotlight gradually shifted when Zomato acquired Blinkit (formerly Grofers) a year later, in an all-stock deal worth Rs.4,447 Cr completed in August 2022.

As the quick co...