Zomato Gold, the paid subscription product from Zomato, which allows users to get complimentary food or drinks at around 2000 restaurants in Hyderabad, Pune, Delhi-NCR, Mumbai and Bangalore, has crossed 150,000 subscribers within three months of its launch. This represents a growth of 477% in three months, as Zomato had about 26,000 subscribers, apparently just around seven-eight hours after its launch, as per MediaNama estimates. (Read how we estimated that here) The number of partners on Gold now stands at 2300, compared to around 1100 at the time of launch. In a blog on 'making of Zomato Gold', Deepinder Goyal, founder and CEO of Zomato, attributed the growth to word of mouth and referrals, as he wrote that 40% of its total sales were referral driven. In MediaNama's previous post, Nikhil pointed out that one part which may have contributed to the viral growth is the fact that Zomato is offering 1 month extra to users for each referral they get, and anyone who signs up with a referral code gets 25% off. Also note that, as per Zomato’s terms and conditions, it has taken rights to auto-renew the subscription, taking authorisation to “debit your payment method linked to the Zomato platform”. However in the latest blog, Goyal says that the company wanted the product to be completely “terms and conditions free” for the end user. And it has been able to achieve 99.99% of that vision. Pricing to go up Zomato Gold subscription was started with a launch price of Rs 299 for a…
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