Effect:- People running to buy shares after reading headlines, Share price increases. 

• Zomato net profit - 39 crore 
• Zomato earning from Fixed deposits- 252 crores. 
• Zomato operational loss -213 crore. …

Zomato lost 213 crores in operations but earned 252 crore by doing FD of the investments they raised. So their overall profit is 39 crores. 
Startups do fd and earn interest on that. The interest from fd hide their losses. News/Blog/Articles websites do the PR of startup being profitable. People read the headlines/news without checking balance sheet and run to buy shares. Share price increases. Investors sell the shares, Book profit. Retail investors lose money after sometime. Basically pump and dump.

It is being done by these startups who have already launched their IPO or yet to bring an IPO. Multiple startups are now working on same strategy of doing FD and hide their operational losses. Suddenly they are being profitable before IPO.