Earlier this year, Zomato acquired ticketing platform Paytm Insider. With this, Zomato was able to take its 'going out' strategy to the next level.
Since 2018, Zomato has been holding live events. You have probably heard of its its massive carnival-style event called Zomaland. The idea behind it is simple: a big part of going to a movie, or a music festival, or pretty much any live event is the food and drinks.
So by being associated with live events, Zomato is able to expand the company’s reach from just restaurants to other spaces where food and beverages are consumed. The Insider acquisition takes this to a whole other level. It will place Zomato in the big leagues and really shake up India’s live-events sector.
But so far, this has been a space dominated by one player – BookMyShow. For a long time now, it has been the default choice for both users and big artists because it offers discoverability and visibility like no one else does.
But at the same time, it has also been facing some heat for not providing a great customer experience. Case in point: the recent Coldplay fiasco.
This is exactly where a formidable rival like Insider could come in and shake things up. In fact, Zomato’s shadow is already looming.
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