Will Swiggy’s Non-food Bet Deliver Right Dividends? | In the News
It has been a long 12 months in waiting. And in February, it finally came true for Swiggy. The company wanted to corner everything that could be delivered in a city: from fresh fruits to health supplements to becoming your personal courier.
Swiggy’s plans were rooted in a tenet integral to building a solid habit-forming product: acquire users through a core offering, cultivate loyalty, which then leads to higher transactions — this was exactly what Swiggy did with food since its launch in 2014. Then, in 2017, it started working on taking the business beyond food delivery.
“Swiggy does have the basics in place, the biggest being it’s a trusted brand for food delivery, which is more time and experience critical than grocery. This good brand perception will have a positive rub-off effect,” Yugal Joshi of consulting firm Everest Group told ET.
