In March, Zomato stirred up controversy after the food delivery platform announced the launch of its green-branded 'pure veg' fleet. As the company faced backlash on social media, it said that it would roll back the 'green branding' for its new 'pure veg' fleet and renamed the service as 'veg only'. Zomato also dropped the plan to have delivery personnel dress up in green, instead of the regular red uniforms, to ferry the vegetarian food.