Zomato- recently announced a “Pure Veg Mode along with a Pure Veg Fleet” option for vegetarian customers on the food delivery app. Though the nomenclature was changed later to “Veg Only mode”, the idea remained the same: food from vegetarian-only restaurants will now be delivered by a specific fleet of delivery agents in order to ensure that such food does not touch or catch the smells of meat-based foods. The initial roll-out even included a visual segregation: the vegetarian-only fleet was to be marked by the colour green, as opposed to Zomato’s red uniform. However, on feedback that this might invite a backlash from housing societies and endanger delivery agents, Zomato announced a roll-back.