© Priya Narayanan, Assistant Professor of Marketing, IIM Kozhikode. Views are personal.

This article was first published online on June 9, 2024 in The Hindu BusinessLine BrandLine and is available here on the publisher’s website. The article was published in the print newspaper on June 10, 2024.

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Food delivery app Zomato recently introduced a new feature that suggests “healthier options” when customers select food items. Considering that Zomato has long been providing options for healthy eating, be it salads, desserts, or vegan food, the new step is not surprising. At the same time, this news raises the question: How far should a platform go in helping customers choose healthy?

The question of healthy and unhealthy food choices is not an easy one, for a customer or for the platform. Consider the following: