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Zomato’s dilemma – a case of disgruntled delivery partners at Zomato

Avil Saldanha (Assistant Professor at the Department of Marketing, St. Joseph’s Institute of Management, Bangalore, India)
Sathiyaseelan Balasundaram (Associate Professor at the School of Business and Management, CHRIST (Deemed to be University), Bangalore, India)
Rekha Aranha (Assistant Professor at the School of Business and Management, CHRIST (Deemed to be University), Bangalore, India)

Publication date: 16 December 2022


Learning outcomes

This case study provides students/managers an opportunity to learn about:▪ Learning objective 1: Critically analyse reasons for the disgruntlement of delivery partners of Zomato.▪ Learning objective 2: Evaluate Zomato’s moral obligations to gig workers in the absence of government regulations.▪ Learning objective 3: Analyse the drivers of well-being affecting e-commerce delivery partners.▪ Learning objective 4: Evaluate the welfare schemes undertaken by Zomato for its delivery partners and infer well-being measures that can be adopted to improve worker engagement.

Case overview/synopsis

The focus of this case was the crisis at Zomato as a result of the protests by gig workers engaged as delivery partners at the company. This case discussed the CEO’s dilemma in resolving the crisis. Zomato's business model was discussed to provide students an overview of the dynamics and challenges of online food delivery business; the company’s initiatives to enhance the robustness of its business model and the resulting media backlash questioning some of these initiatives that could endanger the lives of its delivery partners. In addition, this case explored the lack of regulatory provisions for gig workers in India. Finally, the options available to the protagonist to mitigate the crisis were discussed. The focal point was the well-being initiatives that the protagonist could consider implementing to address the concerns voiced by the delivery partners and encourage them to engage in Zomato's business with positivity.

Complexity academic level

The case is best suited for postgraduate and executive students studying Human Resources subjects in Commerce and Business Management streams.

Supplementary material

Teaching notes are available for educators only.

Subject code

CSS 6: Human Resource Management.



Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision-making. The authors may have disguised names; financial and other recognizable information to protect confidentiality.


Saldanha, A., Balasundaram, S. and Aranha, R. (2022), "Zomato’s dilemma – a case of disgruntled delivery partners at Zomato", , Vol. 12 No. 4.



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