Zomato's slim ad-spend sets marketing benchmark for firms seeking to list

Food delivery giant listed without flexing advertising muscle

Topics
Zomato | Indian markets | brands marketing

Samie Modak & Shivani Shinde  |  Mumbai 

Zomato's initial public offering (IPO) had many firsts. It was the first consumer technology (tech) company to get listed. The first of several unicorns from the Indian start-up ecosystem to whet investor appetite. Perhaps the first loss-making entity to get oversubscribed 40x.

Add to the many firsts, Zomato’s marketing spends were near negligible. Zomato’s stock is currently up 75 per cent over its IPO price. The company’s Rs 9,375-crore IPO has generated bids worth nearly Rs 2.1 trillion. The start-up’s IPO subscription, as well as post-listing ...

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First Published: Sun, August 01 2021. 17:59 IST
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