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Zomato is built on a cult of personality. Here’s why it works—until it doesn’t

Livemint · 8m

Zomato CEO Deepinder Goyal has received significant attention for posting an unusual job opening for a chief of staff, offering a salary of minus ₹20 lakh. Goyal claims that over 18,000 people have expressed interest in the position, which is targeted at candidates with a "learning mindset" and minimal experience. The post generated millions of views on social media and sparked debates about fairness. Goyal's frequent headline-grabbing moves and online controversies have contributed to Zomato's strong brand presence, contrasting with rival Swiggy's quieter approach. However, there are risks associated with tying a business's public image to the founder's personal traits.