Zomato is testing a new health-focused cloud kitchen brand called “Ritual” in Gurugram, targeting the rising demand for high-protein and nutrition-focused meals among urban consumers. The initiative is being launched in partnership with Massive Restaurants.
According to reports, the new concept focuses on providing protein-rich and health-oriented food options for fitness-conscious consumers. The menu includes a variety of protein shakes made from plant-based, whey and yeast-based blends, along with milkshakes, hot and iced coffees, and salads designed to support healthier eating habits.
The Ritual cloud kitchen is currently operating in select locations within Gurugram, with customers able to place orders through the Zomato app. The initiative is still in its pilot phase, and expansion to other cities will depend on consumer response and operational feasibility.
Importantly, the model aligns with Zomato’s earlier commitment to avoid launching private labels that directly compete with restaurant partners on its platform. Under this structure, the kitchen operations are handled by Massive Restaurants rather than Zomato itself.
The move comes as India’s health and wellness food market continues to expand rapidly. Industry estimates place the market between $35 billion and $39 billion, with projections suggesting it could grow to $78–$140 billion by 2032–2033.
Meanwhile, competition in the health-food delivery segment is also intensifying. Rival platform Swiggy has been expanding its EatRight category, which aggregates healthy meal options from partner restaurants across more than 50 cities.
Zomato’s Ritual pilot reflects the growing shift toward nutrition-focused dining, driven by rising fitness awareness and widespread protein deficiency among Indian consumers.
