Zomato, one of India’s leading food-delivery platforms, has updated its push notification strategy to reduce prompts that could inadvertently encourage unhealthy eating. The move follows insights shared by founder Deepinder Goyal during a conversation on entrepreneur Raj Shamani’s Figuring Out podcast, where he reflected on how earlier notifications may have blurred the line between convenience and compulsion.

Previously, Zomato’s notifications were highly personalised, sometimes suggesting specific dishes a user had ordered before, such as biryani. While this contextual, playful approach helped the brand stand out in a crowded market, Goyal acknowledged that such dish-level reminders could promote overconsumption and reinforce unhealthy habits. The company has now dialled back these targeted nudges, favouring generic messages like “Are you hungry? Order something,” which preserve engagement without encouraging repeated indulgence.

Zomato has long been recognised for its cheeky, conversational notification style. While users often enjoyed the playful tone, feedback over the years indicated that overly specific or repetitive prompts could feel intrusive or counterproductive. The recent change reflects a conscious effort to balance business growth with user wellbeing.

Goyal, who has personally emphasized disciplined diet and fitness-losing around 15 kilograms over several years-highlighted the psychological and physical benefits of consistency and mindful consumption. By refining Zomato’s notification strategy, the platform is signaling a thoughtful approach to digital engagement, recognizing that subtle product design choices can influence daily habits and long-term behavior at scale.

This update also reflects broader industry conversations about responsible personalisation, where brands must weigh engagement against ethical and health considerations.