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Zomato tests new health-focused cloud kitchen 'Ritual' in Gurugram
Zomato tests new health-focused cloud kitchen 'Ritual' in Gurugram
About this update from Eternal Limited
Food delivery major Zomato (Eternal Ltd) is piloting a new cloud kitchen brand called 'Ritual', aimed at tapping into the growing demand for high-protein and health-focused meals.The brand is being launched in partnership with Massive Restaurants, the hospitality company behind chains such as Farzi Cafe and Louis Burger, sources told CNBC-TV18. In the past, Eternal's former CEO, Deepinder Goyal, has said that the company will not launch private brands on its platform that compete with restaurant partners. The current model appears to follow that principle, with the operations handled by a partner restaurant group rather than Zomato itself. Inc42 was the first to report the development.The cloud kitchen is currently live only in a few locations in Gurugram, with orders available through the Zomato app in nearby areas. According to people aware of the development, the initiative is still at a pilot stage and will be expanded to more cities only if the concept gains traction.The offering under Ritual largely focuses on the fitness and nutrition segment, with a menu that includes protein shakes, ranging from plant-based and whey to yeast-based blends, along with milkshakes, hot and iced coffees, grilled paneer vaggie, and salads.Zomato eyes a slice of the health-food marketWhile the company already features healthy food options within its app, Ritual represents a more structured attempt to cater to the growing community of fitness-conscious consumers.Its rival Swiggy has also entered the segment with EatRight, a curated category offering options such as high-protein, low-calorie, and no-added-sugar meals across more than 50 cities. Unlike Ritual, which operates as a dedicated cloud kitchen in partnership with Massive Restaurants, Swiggy’s EatRight aggregates dishes from partner restaurants already listed on its platform.Swiggy has highlighted the traction for the category in its Q3 shareholder letter, noting that EatRight orders, spanning high-protein, low-calorie, and sugar-free options, now account for around one in nine orders on the platform.The push into health-focused meals comes amid rapid growth in India’s wellness and nutrition market. According to industry estimates, India’s health and wellness food market is currently valued at around $35–$39 billion and is projected to grow to between $78 billion and $140 billion by 2032–2033, depending on adoptio...