Zomato’s Campaign Highlights ‘Low Plastic Packaging’ Choice
Zomato has launched a campaign for World Environment Day to highlight a feature that many users might not actively think about when ordering online: the ability to select restaurants that utilize minimal plastic packaging.
The campaign is centered around a film that portrays a familiar, daily situation involving pets. In the movie, dogs are depicted playing with plastic objects like bottles and plastic bags, while their owners swiftly step in due to safety issues.
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When given options created from natural materials, the pets transition easily. The story serves as a metaphor to emphasize how actions can change when improved choices are apparent.
The message relies on a straightforward observation—although users often select restaurants based on cuisine, ratings, or delivery time, packaging seldom plays a role in their decision-making. The company states that this issue is more about a lack of awareness than a lack of intent.
In response, Zomato is emphasizing its “low plastic packaging” option in the app. Users can look for restaurants by entering keywords or utilizing filters found under “Trust Markers.” Restaurants involved in the program are marked on listing pages, and this information is emphasized at the order summary stage to enhance visibility during the checkout process.
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This feature is included in Zomato's Plastic-Free Future initiative, which was introduced in December 2024. The program presently comprises over 10,000 dining establishments spanning 350 brands in more than 500 cities, collectively fulfilling over 100 million orders with alternative packaging options. Choices comprise bagasse containers, moulded fiber, areca leaf packaging, compostable materials, and reusable formats like glass and aluminum.
Commenting on the initiative, Anjalli Ravi Kumar, Chief Sustainability Officer at Eternal says, “At Zomato, we have always believed in expanding choice for our customers. Whether it is cuisine preferences, dietary needs or restaurant choices, our role is to make information visible so people can make decisions that work for them.”
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She adds, “Many customers already care about packaging and its impact, but they often do not know how to act on that concern while ordering food. This feature makes that choice visible and accessible.”
In addition, Zomato has promoted innovation in packaging through its Plastic-Free Future Packathon, held in collaboration with Startup India and DPIIT, which seeks to inspire alternatives to traditional plastic usage.
The campaign illustrates a wider change in digital consumption, where platforms are progressively integrating sustainability options directly into the user experience, rather than depending solely on awareness messaging.