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Zomato plans to scale offline events in India

New Delhi: Online restaurant discovery and food ordering platform Zomato plans to scale its offline events and experiences vertical-Zomato Live-to host more small-format food events, and take its flagship Zomaland food festival to college campuses across India.

In November, Zomato piloted Zomato Parks, where it curated the entire food and beverage space at artist Katy Perry’s concert in Mumbai. The company has a strong pipeline of more such small events lined up for the year 2020 that will see Zomato partner with food, music, literature festivals across India and curate the food experiences at these live events, said Chaitanya Mathur, global head, Zomato Live.

“Just now we launched Zomato Parks-at the Katy Perry concert. This is the second such property under Zomato Live (the first being Zomaland). Our thought behind this is-how about we go and curate food and beverages at events pan India. We want to bring the right food experience for these events,” Mathur told Mint in an interview.

The company set up its events vertical-Zomato Live-in December last year with the launch of Zomaland-its flagship food and entertainment festival that also features a line-up of music performances and comedy acts over a three-day period.

Last year, Zomaland was launched in Delhi, Bengaluru, and Pune. This year, Zomaland will be hosted in 10 cities. In its first phase, the food and entertainment festival has already opened up Delhi, Chandigarh, Pune, and Jaipur.

The company plans to build more properties under Zomato Live.

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