New Delhi, Feb. 13 -- Company Outsider is a weekly newsletter by Sundeep Khanna.

Ordinarily, a name change isn't a big deal. Just recently, one gentleman announced, through a notice in the newspapers, that henceforth, he would answer to James Bond and not to his earlier name, Giridhar.

Companies, too, are well within their rights to do the same. Get approval from the board and sundry regulators and you can choose to rename yourself whatever you please. It's a fairly common occurrence in India as well as abroad. In India, the BSE lists 2,500 companies that have changed their names over the years. In the US too, more than 30% of the firms listed on the various exchanges have changed their names at least once.

Zomato's decision to change ...