Eternal: Rename the parent. Let each brand grow.
Zomato Ltd renamed itself Eternal once its quick commerce business, Blinkit, became a major part of its future, while the apps kept their names. Explore when a company should separate its own name from its products.
See the idea in one picture ↓- businesses under one parent
- 4
- Zomato Ltd renamed Eternal
- Feb 2025
- Blinkit order value, Apr to Jun 2025
- ₹9,203 cr
- Blinkit dark stores, Q4 FY26
- 2,243
Figures as reported by the company.
Independent educational analysis. Scenarios, people, numbers and illustrations on this page are original PMcademy practice material, not company research results or an endorsement.
Think about the team building the second product.
We grow every quarter, and people still ask why groceries are on a food app.
What would help?
A clear brand for her product. And a fair share of investment.
What gets in the way?
Planning that starts from food. Recruits who see a food company.
Fictional personRead the analysis
Our fictional learner, Neha, is a product manager on the grocery team inside a food delivery company. Customers love the grocery app, but recruits ask why they should join a food company, and planning meetings start from food. Ask how a company’s identity shapes what its teams can ask for, and what its customers expect.
When the company and its first product share a name, the newer ones live in its shadow.
The company is named after its first app
A neutral parent, each brand clear
Read the analysis
Imagine your company is named after its first product. Years later a second product is growing faster than the first. Every investor update, job ad and press story still describes you as the first product. The product question is whether the company’s name should describe one product, or the set of products it builds and funds.
One name for the company, one for each product
- 1Named after one app
The company and its first app shared a name, so newer businesses lived under it.
- 2A neutral parent
Renamed Eternal, the company holds four brands, and each app keeps its own name.
- 3The newer brand leads
Eternal reports that Blinkit’s order value passed food delivery’s in April to June 2025.
Animated illustration. Names, numbers and people are fictional teaching material.
One name, a parent with brands, or separate companies.
Illustrative data and simplified behaviour. This model does not represent a live company system or measured company results.
Read the analysis
Use the model below to compare three structures for the same three businesses. Put everything under one brand, keep separate brands under a neutral parent, or split them into separate companies. Watch what each business shares, such as riders, data and cash, and how clear each brand stays. The numbers in the model are illustrative.
A rename does not cause growth.
- What Eternal says
Eternal reports Blinkit passed food delivery on order value in April to June 2025 and turned profitable on adjusted EBITDA in early 2026.
- What it cannot prove
That the rename caused any of it; the shift began before it.
- What you would measure
Growth of each brand on its own
Customers using more than one app
Shared costs per order
Read the analysis
Blinkit passing food delivery on order value and turning profitable are company-reported results, and they started before the rename. The new name reflects a shift that was already happening; it cannot be credited with it. In your project, decide what change you expect a structural decision to make, and what you would measure to tell it apart from trends already under way.
Clarity for each brand, distance from the famous one.
- Each brand stays clear
- Money moves to the best bet
- Room for new businesses
- Loses a famous name at the top
- Several businesses to explain
- Brands can compete for customers
Read the analysis
A neutral parent lets each brand stay clear and lets money move to the business with the best prospects. It also costs the parent the recognition of a famous name and asks investors to understand several businesses. Products under one parent can compete with each other for the same customers. Decide what the businesses must share, and what each needs to own.
Inside the app, a new app, or a new brand?
Your fictional company runs a popular fitness app and is launching ready-to-cook meal kits. You can add meal kits as a tab inside the fitness app, launch a separate app under the same brand, or launch a new brand with its own app run by the same company. Choose one and explain what the two products will share.
Choose a next move
Leave with a portfolio decision.
Your artifact
Write a portfolio decision: each product, who it serves, what it shares, where it belongs, what stays shared and the signal to separate later.
Critique my project artifact using only the evidence I provide. Write a portfolio decision: each product, who it serves, what it shares, where it belongs, what stays shared and the signal to separate later. Separate observed facts, assumptions, proposed tests and missing evidence. Identify a failure mode and a cheap check. Do not invent company results or user research. Ask for my artifact before starting.
Read the analysis
List the products or features your company offers that serve different needs. For each, write who it serves and what it shares with the others. Decide whether it belongs inside the main product, beside it under the same name, or under its own name. Name what must stay shared, what each owns, and the signal that would make you separate them later.