REPORT ON SWIGGY

Industry Readiness
Group assignment
BBA-MBA Programme
2020-25

NAMES ROLL NO
Aastha Raisurana 207302
Akshat Singh Dasondhi 207304
Ananta Soni 207305
Gauri Vyas 207317
Sanjana Sodagar 207363
Vasu Mathur 207378
 CONTENTS

S. NO TOPIC PAGE
NO.
1. introduction

2. Business model

3. Growth and development

strategies
4. SWOT analysis

5. challenges

6. Competition and overall analysis

 INTRODUCTION OF SWIGGY

Swiggy is India’s largest online food item ordering &

delivery chain, it also tops the chart of India Unicorn
start-up lists. It’s a Bangalore based start-up started in
2014, and as of now, it’s expanded to more than 100
Indian cities. Swiggy propelled quick pick and drop food
delivery applications to make the life of people simpler.
It gives a single window to request from an extensive
variety of restaurants along with an entire food
entering and conveyance arrangement that connects
neighbourhood eateries with foodies.
 ABOUT SWIGGY
Swiggy came into existence in the year 2014 when two
BITS Pilani graduates, Sriharsha Majety and Nandan
Reddy came up with the concept ‘Hyperlocal food
delivery’. They get acquainted with Rahul Jaimini, who
rejuvenated this vision with a principal site.
In August 2014, Swiggy started activities by joining a
couple of eateries in the city Koramangala in
Bengaluru. Following that, they started conveying food
to their clients in just 40 minutes.
Soon after this, in May 2015, Swiggy raised its initial
round of financing and came up with the application.
Through this innovative app, one can get incredible
food right to their doorstep and evolve their living
standard. In August 2020, the company launched its
groceries delivery platform called InstaMart.
 Services offered by Swiggy
As the food ordering and delivering food giants, they
are now growing more digitally by launching various
platforms and increasing their services because of the
conditions like “when you don’t want to go out to the
restaurant, then they bring the restaurant to you.
Swiggy has multiple offerings and services for its
clients- Swiggy Pop, a single-serve meal delivery
service in 30-35 minutes. A selection of items like
Indian Thalis, bowl meals, biryanis, burgers, and Asian
combos is included in the Swiggy POP menu. All the
single-serve meals that come between ranges of Rs.99-
200 will be delivered in a short time.
The other categories of services that come under
Swiggy are Swiggy Cloud, the cloud kitchen service,
and Swiggy Stores.
Recently, Swiggy has just launched a platform for
partners known as ‘Swiggy Partners’ where they can
request premium packaging material. It will help them
get the service at a reasonable price and will ensure a
better customer experience.
The start-up initially started with delivering basic food
items and perishables from nearby stores. In
September 2019, it propelled a new service ‘Swiggy
Go’ (very Similar to dunzo business model) which is
used to pick and drop a wide array of items such as
clothing, forgotten keys, documents, or deliveries to
business persons and other customers. Swiggy Go is
currently accessible just in Bangalore, however, said it
will expand the service in more than 300 urban cities in
a year or so.

Partnerships
Swiggy has partnered with burger king to provide
delivery services. It has also partnered with google
local guide to facilitate customer reviews, and with
Sodexo to enable customers for paying through meal
cards. Swiggy has partnered with Indifi Technologies to
facilitate a financing program for partner restaurants.
'Swiggy Money' is a digital wallet launched by Swiggy in
partnership with ICICI Bank. The customers who do not
have an account in the ICICI bank can also avail of the
services. It will allow the customers to store money to
pay for the orders.
Delivering to more than 500 cities in India, with over
1.4 Lac restaurant partners and more than 1 Lac
delivery partners, It has not only provided for food
delivery but also for acting as a driving force of
employment across the nation.
Then came the biggest test in the form of the
nationwide lockdown imposed on March 24 which led
to the economy undergoing a tumble, a true test of
baptism by fire for Swiggy. While most businesses
ceased operations, some tried to adapt but failed to do
so but Swiggy didn't give up. They quickly incorporated
new standards and re-engineered their business model
to effectively fight the changing structure of the
economy.
It adapted in the form of the 5-measure model
 Customer Safety - Make customers take
precautions while availing delivery
 Effective outreach - Assurance of safety in their
new way of operations
 Temperature tracker - To help convince customers
on the safety of delivery executives
 Safety badges - Badges to ensure the highest
standards of hygiene.
 No contact delivery - Ensuring no contact with the
delivery associate
 Swiggy’s Function/ Business
Model
Swiggy- The Leading Food Delivery Giant
India’s leading food giant Swiggy performs its functions
like payment, order billing, food delivery location, etc.
primarily through its application on various digital
platforms. The business model canvas of Swiggy is
based on a hyper-local on-demand food delivery
business operation. Working as a bridge between
restaurants and customers, Swiggy utilizes
an innovative technology platform that works as a
single point of contact.
Just like Grubhub in the USA, Swiggy operates on a
hyper-local on-demand food delivery business model.
It not only aggregates restaurants but also organizes a
fleet of delivery partners that deliver food on-demand.
Mainly like a parent restaurant for all the other
restaurants. Swiggy acts like a shed for all the
restaurants. The founders, Rahul Jaimini, Nandan
Reddy, and Sriharsha Majety saw a major gap between
these restaurants and the foodies out there. And so,
saw a major problem and found a solution through
SWIGGY.
So How Do They Function?
Swiggy’s primary operations occur through its
application or website. Making it very easy for
operation for the customers, they have designed and
also collaborated with various net banking businesses
like Paytm, Google Pay, PhonePe, etc.
In a food-delivery world, once the order gets placed,
the customer can just sit back, relax & wait for their
food to arrive at their doorstep.
In addition to this, like other on-demand
delivery startups, Swiggy also has integrated the
Google Maps API or GPS which lets the customers
know where their order is and the amount of time it
will take for their order to get delivered.

Pricing Policy

 Delivery Charges
 The first type of revenue stream Swiggy obtained
is from its customers. A nominal delivery fee is
charged from the customers named as ‘delivery
charges. Swiggy raises the charges during high
order demands or at the times of occasions or
festivals.
 Commissions
  Swiggy acquires another major part of the revenue
stream from commissions. It collects commissions
from restaurants to generate sales leads and to
deliver their food items to the customers through
their application or website.
 Advertising
They say “Marketing without advertising is like winking
in the dark.” And, Swiggy has adopted this phrase
letter by letter. This happens through Banner
Promotions, Priority listing of Restaurants, and many
more.
Partners
The partners can be divided into two categories:
 Restaurant Partners: The restaurant partners are
restaurants that opt to deliver to customers that
come from Swiggy application and website partner
restaurant Swiggy. They are the primary way
through which Swiggy operates.
 Delivery Partners: They form the delivery fleet
which is given the responsibility to pick up the
order from the partner restaurant and deliver it to
the end consumer. They are mainly the delivery
persons. Their orange helmets, shirts, and even
the delivery box have made orange everyone’s
new favorite.
Target Market
Swiggy’s main target audience is the corporate,
students, or simply the people that don’t want to go
outside and dine at fancy restaurants, rather have their
favourite meal at their homes and maybe while
watching TV, Netflix, etc.

Swiggy’s Value Proposition

There are two significant value propositions of Swiggy.
The first one being no minimum limit on the amount of
food the customer wishes to order in monetary terms.
Due to this reason, Swiggy receives a lot of orders
whose value is not even close to 100 rupees. Alongside
this, as per the latest statics, the company manages to
get 14 million orders in a single month.

The other value proposition is that the company has

an online payment system that is highly effective. This
helps the customer to get fight hunger with just a
couple of clicks on their phone or laptop screens. The
reason behind this is that the Swiggy gives the
customers 8 options through which he or she can place
the order.
Key Activities of Swiggy

o
 Building good relations with restaurants, bakeries,
etc. since Swiggy is in dual partnership mainly with
restaurants.
  Since Swiggy bridges the gap between customers
and restaurants through food delivery; it has to
have proper recruitment and selection of these
delivery persons.
 The primary job is to have effective and efficient
management of delivery and payment. The
company requires to control and supervise all the
operations from order food to delivering it to the
customer.
 Building its IT infrastructure is an essential activity
because it is an online food delivery platform and
needs to be constantly updated and renovated.
Alongside this, the server has to be protected so
that it does not crash and the information does
not get hacked.
 The most important role is to have good relations
with customers. Hearing their grievances and
queries is a small but significant job Swiggy
performs.

Building A Brand
 Real-time tracking
Swiggy’s software is equipped with real-time GPS
tracking systems so that the customers can track when
their delicious food will arrive at their doorstep. The
map will show the exact location of the delivery boy
and the time it will take for him to reach.
 Loyalty points
Online food ordering like Swiggy, offers loyalty points
which will further help them place future to order in
the forms of offering some compensation, discounts,
gift hampers, combo offers, etc. This encourages
customers to always choose Swiggy.
 Effective customer support
Swiggy offers 24/7 customer support facilities that
could be in the form of messaging, calling, emailing, or
even through social media. They are known to be very
responsive to any query or complaint that the
customer has.
A Foodie’s Dream Come True
Due to such different features and a host of different
options provided by Swiggy, it might soon gain a
competitive advantage and increase its customer base
as we already see happening.
They have become our answer to all our food cravings
and in every literal way have become a foodie’s
favourite destination for food delivery at his/her home.
 SWIGGY’S GROWTH AND
DEVELOPMENT STRATEGIES
Swiggy has been able to cater to a huge target
audience and these audiences have varied
characteristics, ages, and behaviour. Looking at India’s
market size, Swiggy has a great population to target.
These are the people who are college students,
working professionals, and entrepreneurs who have a
good lifestyle and are living in posh localities.
Swiggy uses various strategies to achieve the target
audience:

Segmentation strategy:
Under the segmentation strategy, Swiggy uses
demographic segmentation in which it targets the
younger audience as they find it convenient to get food
at their doorsteps. The segmentation includes
teenagers, college students, and working-class people
who are living independently.
Under behavioural segmentation, the company targets
the people who want to get the food at their doorstep
quickly and prevent going out. Swiggy spends most of
its expenditure on making Swiggy a go-to app for the
people so that it can be preferred over others.
Under psychographic segmentation, Swiggy targets
people who want a convenient lifestyle and will prefer
staying at home to get the food to deliver rather than
going out and get stuck in the traffic.
Positioning strategy:
Swiggy’s positioning strategy is the application by
which any individual can access food wherever they
want. All the marketing efforts create a brand image of
Swiggy as it can provide you food conveniently and
easily at your home. It believes in consumer
satisfaction and provides the best consumer
experience through which people can rely on it.
The partner restaurants are also satisfied as Swiggy
acts as a mediator between the restaurant and
consumer. As it increases their sales and market
capture.

Diversification strategy:
Swiggy has the strategy of making Hyperlocal product
deliveries. It has a delivery diversification strategy. It
aims to not only make the delivery for the food, but it
also aims to create a delivery system for medicine,
grocery, gift shops, and flower shops and capture a
larger share of the delivery market of India.

Market share of Swiggy in India

40%

60%

Swiggy Other companies

Social media marketing:

Swiggy has 211K followers on Instagram and 947k
followers on Facebook, it managed to secure a massive
audience through social media campaign strategies. It
has come up with brilliant campaigns like
#eatyourveggies, #earnyourcheatmeal & #superswiggy,
where they convey the notion of healthy eating
humorously by using puns and witty one-liners. They
are always updated on social media platforms and
posting attractive food dishes with the aim that people
crave for food and end up ordering food from Swiggy.
People who are active on social media often see the
posts by Swiggy, get influenced by it, and order
delicious food.
The advertisement videos are sufficiently innovative
and meaningful. Some of the most hyped
advertisement includes Diwali Ghar ayi and Swiggy
goes International. Produced by co-founders and the
staff of Swiggy, these videos have boosted up customer
engagement in the brand. It successfully garnered the
attention of a whopping amount of social media fans
that resulted in tons of profits. Swiggy uses a social
media platform such as YouTube, Twitter, Instagram,
Pinterest.

 Various ads uploaded by swiggy

Campaigns by swiggy:
#whatthefalooda
Swiggy launched a video campaign that centered on customer care
executives, and the abusive language they face while dealing with
disgruntled customers. The campaign aims at sensitising customers
against the use of abusive language while interacting with customer
care executives through chats, calls, and social media.

#WhatsInAName
Swiggy launched this ad campaign with an intent to sensitise its user
base to empathize with Swiggy delivery partners and highlight the
dignity of labour and how they deliver happiness to our homes.

Email marketing:
Swiggy has an efficient email marketing strategy in
which it sends the email to its customers with a catchy
advertisement and one-liner. The regular customers
get emails with coupon codes, vouchers, and
discounts. The visuals in the emails are also very
enticing. They also make use of current affairs and
events to send humorous emails. Such emails ensure
that a high number of people open their emails. These
emails give various reasons to customers to order from
Swiggy. This is how successful email strategies must be
thought of.

Search engine optimisation:

It helps improve your website rankings on the search
engine results pages (SERPs). For a brand to rank
organically high, it is important to have a good SEO
strategy. Swiggy saw the great potential in SEO and
thus really worked hard on its Search Engine
Optimisation. They leveraged the best SEO
services with a mix of relevant content marketing.
Various tactics used by swiggy:
The main tactic of Swiggy is its no-restriction order
policy. Swiggy has no minimum requirement for food
order which is why it receives orders less than Rs 100.
This is the reason for the scaling up of massive orders.
Another one is the efficient payment gateway for the
users. Swiggy offers 8 different payment gateways
through which a person can pay. Cash on delivery is
more preferred by the users as it is convenient for the
people who are not used to online payment methods
which attract huge audiences.
Swiggy offers no delivery charge above the order of Rs
250 or more. Quick delivery and a responsive
customer care system that works 24/7 to gain the
confidence and trust of the customers. Collaborators
are paid well and are offered incentives in a way to
increase their delivering capacity.
 S.W.O.T. ANALYSIS OF
SWIGGY
SWOT analysis of ‘Swiggy’ differentiates all main
Strengths, Weaknesses, Opportunities & Threats that
would help the company to increase its sale.

Strengths

 Fast Deliveries
Swiggy is famous for its fast deliveries. It accesses the locations of its
customers, allowing them to place orders in Hotels
and restaurants nearest to them. In the interface, the
customers are shown the hotels nearest to them.
With this model, Swiggy can process the orders of its
customers efficiently.
 Trained Employees
Yet another strength of Swiggy is its well-trained
employees. The delivery men are well trained and
get the service delivered to the customers.

 Wide Selection
Another strength of the company is the huge
number of selections it has of the restaurants. It
gives the customer numerous varieties of eateries
in the nearby places and an extensive menu
available there. It also tries to show you the places
based on your preference, whether veg or non-
veg.

Easy User Interface

For customers’ comfort, Swiggy has maintained a
great interface to take their orders. Its user
interface is neatly arranged. The restaurants are
listed, and its menu and rates can be seen in
choosing it. When the customers select the
restaurant and food, its payment ways are also not
complicated, and all ways that the customers can
pay are listed. Then it proceeds to the payment
process, and the transaction gets completed. Once
the order is placed, the customer also can check
the live update of his order.
 

Weakness

 Targets Zonal Restaurants

Swiggy takes orders that are only from the restaurants
located within the zone of the customers. It is also its
strengths but many competitors increase the
customer’s requirement and expand to more
restaurants.

 Lack of Brand Name

Presently, Swiggy’s brand awareness is less, and it
needs to pay more attention to branding. One of the
reasons is better services by competitor firms like
Zomato and Uber Eats. Another reason is the late
establishment of competitors: Zomato in 2008 and
Uber Eats in 2014. This has led to the other two
outshining Swiggy.

 Delivery Charges
The brand incurs some delivery and packing charges
from the customer wherein the total bill amount would
increase. So, this is a great weakness for the brand
because some customers might hesitate to order
through the platform as it might cost an extra amount.
Also, its competitors allow the customers to pay online,
i.e. through digital wallets and net banking, it is not
available in Swiggy.

Opportunities
 Space for Innovation
The online food delivery market is a booming one. It
has stretched itself in the Indian market in the last few
years. This provides the company to introduce
innovations in the market to expand its customer base.

 Growing Marketplace
Swiggy has a vast opportunity waiting in the market as
there are many potential customers. They are many
people who have not yet tried the online food retail
market and are likely to join because of the current
pandemic as it is not advisable to go out to eat. So it
would benefit the brand. When customers increase,
the brand also increases.

 Increase in Market Share

Swiggy can increase its position in the market by
showing its place more in the market. It can improve its
market share by focusing more on its branding. Swiggy
should invest more in branding so that it can be
reachable to many.

 More Service
It should find ways to incorporate more service in its
operations. It should also try ways to cut down on the
delivery charges so that there would be more
customers flowing in. This will increase its customer
base of those who originally preferred the other
brands.
threats

 Fewer Customers
Currently, Swiggy has very few customers, and this is a
major threat to the brand. When there are fewer
customers, it would be tough to increase their sales
that would impact their profit. For this active
marketing is advised. Nowadays, the ads on YouTube
are generally Zomato’s, which might prove to be a
potential threat.

 Increasing Competitors
Swiggy sees many competitors like Zomato,
Foodpanda, Uber eats, Domino’s, etc. When new
competitors arise, they will give new offers, and at
times people might tend to switch to the new brand.
So, this way, it is a significant threat to the brand. To
attract customers away from the competitors, swiggy
puts discounts during festivals, which in turn reduces
its revenue, but also increases its customer base which
is beneficial in the long run

 Increase in Health-Conscious People

Nowadays, people are more health-conscious and
prefer less outside food. Not seeing the restaurant
location and cleanliness of the place, people would
hesitate to order food online. This is a big threat to the
brand. Also, the Covid crisis has reduced the sales of
these apps. Also, the amount spent on the proper
sanitization of the delivery-men is a real challenge
 Challenges to Swiggy
Swiggy is India's largest and highest-valued online food
ordering and delivery platform since 2014. Swiggy is
the most popular food delivery app in India and the
food ordering market is expected to grow 16 percent
annually. Even though food tech platforms are focused
on building customer satisfaction, in reality, it would
not be possible to maintain this at all times considering
the nature of the business. The profitability and
sustainability of Swiggy as a delivery platform depends
largely on its efficiency in delivering orders and
maintaining a good customer experience. There are
some issues and challenges faced by Swiggy no matter
how well it functions. Forty percent of the customers
ordering food online have had unpleasant experiences
at some point or the other.
Estimation of delivery time
The first and foremost challenge to a food delivery
company is the proper management and estimation of
delivery time. According to Swiggy, the food should be
delivered in just 30 mins to the customer. But fast and
appropriate delivery depends on several factors such
as type of item, number of items, load on the
restaurant, distance and traffic on the way to the
customer. It’s about finding just the right time to
ensure delivery, but not too high to discourage the
customer from placing an order. Generating the list of
restaurants for hundreds of people opening the app
every second, and then accurately calculating the
delivery time for each of the hundreds of restaurants is
one of the most challenging problems we are solving at
Swiggy.
Choice of restaurants
Another very important challenge faced by swiggy is
the choice of restaurants. Swiggy needs to provide a
wide range of restaurants for the customers to choose
from. The choice of restaurants should be provided
keeping in mind different tastes and preferences of the
customer, price range from highest to lowest, most
popular and preferred eating places and even those
restaurants which aren't covered by any other food
delivery company. Swiggy just can't take any other
restaurant under its wing, the restaurant should be
willing and able to function effectively and efficiently as
to work with Swiggy. It’s the set of those restaurants
where a customer could place an order and have it
delivered within the maximum delivery time.
Ensuring quality
Maintaining the quality of the food items delivered by
Swiggy is the major contributor in providing the best
experience to the customer. The maintenance of the
exact quality and quantity of the food items is also a
challenge faced by Swiggy. Providing the customer with
the best services and experience is what Swiggy works
for. Customers won't give a good review and even
won't order again if the food isn't packaged properly,
food is stale or not in a proper condition and the most
important of all the food should be fresh and hot.
Lastly, cracking the Food Delivery Challenge, not only
requires Swiggy to come up with creative solutions to
hard problems, but also requires to get an in-depth
understanding of how the entire ecosystem behaves in
the real world, to ensure they make the right trade-
offs.

Surviving the pandemic

The most popular problem or say challenge faced by
most of the companies and organizations currently is
the COVID-19 pandemic. Many companies have shut
down just because there is no market and a severe lack
of demand. Due to the risk and threat of coronavirus,
not everyone is willing to order food online. As more
and more people stayed at home and quarantined
themselves, the door-to-door delivery start-ups are all
facing both new opportunities and challenges. With
the general scare over stuff being delivered to your
doorstep also becoming carriers of the coronavirus,
Swiggy has started training their restaurant and
delivery partners on how to package and handle food,
wash and sanitize hands, use masks and identify
symptoms. Due to the pandemic, there was massive
unemployment people don’t have much to spend and
they don’t want to spend which has also led to reduced
demand for food items. the most feared factor about
ordering online food during these pandemic times is,
what if the person delivering the package is infected or
what if the restaurant your ordering from is infected?
All of this has become a major challenge for the
company. But Swiggy is doing its best, following all the
precautionary measures and even going the extra mile
to preserve their business. Even though initially during
lockdown swiggy faced low demands but slowly with
time and with all the precautionary methods adopted
by Swiggy, customers had a good experience and the
reviews were good too.
 Competition and Overall
Analysis

Overview
Swiggy is a brand that has evolved amidst the
beginning of the new business model of the food
aggregator business. The idea behind the evolution of
such a business is to provide for a viable solution for
food ordering and delivering which covers restaurants
in the vicinity and urban food sellers. Such a business
thrives on efficiency and swiftness of delivery.
Since its recent emergence, the business model has
had low entry barriers but is impeded by heavy
competition. New competition threatens the market
share of the existing businesses and further cutting the
low margin on which the other businesses are
dependent for survival and profit. The pressure in the
market is evident from the sharp increase in the
number of apps used for food ordering and delivery
from 2013-16. A report suggests that about 400 apps
are available to customers for ordering food online.

Comparison with other competitors

The industry has a large number of competitors who
are vying for the attention of the same group of
customers. Ola, a car aggregator has invested in the
acquisition of Foodpanda offering the business an
advantageous supply chain and a vast network of
drivers. However, it does not enjoy the same amount
of brand goodwill, restaurant, and serviceable area
coverage as Swiggy and Zomato, making the latter a
strong competitor of Swiggy. Another strong
competitor is UberEats, which has a large brand
recognition to support the business. However, it does
not offer a wide restaurant coverage. Zomato is
distinctly at an advantage as it is reckoned as the
“google of food”, it is used extensively by Indians to
reserve places at restaurants and home delivery of
food. However, both Zomato and Swiggy suffer from
the last mile delivery problem were organizing their
transportation from the hub to the final destination
must be widespread and should have a larger coverage
to deliver food to all its present and prospective
customers. Also, the management of the two
businesses is under pressure due to their reliance on
third party logistics.

Market share report from 2018 shows that Swiggy

receives 14 million monthly orders with an average
order value of Rs. 380; Zomato has more than 10.5
million orders with an average order value of Rs. 416;
Foodpanda has over 10.5 million monthly orders
whereas UberEats has around 1 million months'
orders.

Both UberEats and Ola have strong funding, unlike

Swiggy which has an advantage in the market for being
a leader in the food delivery space. Car aggregators
have larger networks with lesser restraint coverages
whereas food aggregators have wider restaurant
coverage but restricted logistics. Hence, it is an evenly
balanced competition.

Strategies and Struggles

Analysts believe that product segmentation in terms of
vertical integration; where the business controls or
owns the supply chains will benefit this business
model. Backward Integration which is a form of vertical
integration would require the business to undertake
the supply chain management in its own hands and
eliminate the third parties. This will make the business
model more sustainable and open to innovation as the
industry is expected to reach a $ 2.5 Billion in turnover
by 2021. Such a strategy would result in direct
competition with food tech companies such as Box8
and Faasos. There is a high cost of customer acquisition
and low switching costs, so the industry is expected to
see some significant changes within the next few years.
Recent expansions, Challenges, and
Opportunities
Swiggy has been flourishing not only in the metros but
also in Tier 2 and Tier 3 cities. With rapid growth, there
have been casualties for many businesses as well.
Companies such as TinyOwl and EatFresh have
sustained massive losses and as a result, were shut
down. Foodpanda is still struggling to capture the
market demand despite its multiple acquisitions in
thirteen countries. Swiggy started in 2019, with 1.5
million orders daily whereas Zomato had 1.2 million
orders daily. This is attributed to the growth patterns
of the two businesses. Swiggy expanded its delivery
and logistics in 2019 whereas Zomato boosted its
media presence through advertising and streaming
services. Swiggy launched Swiggy Stores to create an
Amazon-like marketplace. The pilot program was
undertaken with about 3500 local stores in Gurugram.
On the other hand, Zomato focused on the
development of a platform that allowed dine-out
options, food delivery, and food shows on its app as a
measure to attract customers.

Both Swiggy and Zomato are trying to recover from

their 2300 crore and 1000 crore loss. The deep
discounting policy helped Swiggy and Zomato to gain
market share but it caused the two companies’ heavy
losses. The companies were facing trouble maintaining
their customers. In late, 2019 the Logout campaign
caused many restaurants to break ties with food
aggregators due to increased pressure arising from the
deep discounting policy in an industry which was
grappling with inflation and competition. This led to a
huge fiasco. Reports from early 2020, report a 20%
increase in the business. With such instability in the
business environment, only time will tell which
companies will survive the competition.

Conclusion
With the onset of 2020, Swiggy is looking forward to
positive development. Recent news reveals that Swiggy
has surpassed its target of delivering 360 million orders
to 500 million orders this year. Presently, Swiggy has a
presence in more than 500 cities in pan India with 1.4
lakh restaurant partners and a fleet of 2.1 lakh delivery
partners. The tech-food startup plans to set in place a
network of thousands of kitchen locations called
“pods”, which will have 8-10 food brands. This will
direct 99 percent of customers to Swiggy within 10
minutes. The company wants to capitalize on foreign
markets where 70-80% of food is ordered by delivery.
In all, Swiggy has aggressive expansion and growth
opportunities in store for the next couple of years.

Contribution of group
members
1. Aastha Raisurana: 207302
Competition and overall analysis
Reference: https://medium.com/@nikhilborkar/competitive-analysis-of-the-indian-
food-delivery-industry-zomato-swiggy-ubereats-and-foodpanda-30bd99faece8
https://www.dnaindia.com/analysis/report-swiggy-vs-zomato-battle-of-india-s-biggest-
food-aggregator-2820924
https://krishikosh.egranth.ac.in/handle/1/5810133910
https://yourstory.com/2019/12/looking-ahead-2020-zomato-swiggy-startups-foodtech
https://www.thehindubusinessline.com/info-tech/swiggy-surpasses-2020-target-delivers-
over-500-million-orders-a-year/article29743508.ece
https://www.owler.com/company/swiggy

2. Akshat Singh Dasondhi: 207304

Growth and development strategy
Compiling and editing
Reference: https://sadosomalia.org/uncategorized/swiggy-promotional-offers/
https://www.marketing91.com/marketing-strategy-of-swiggy/

3. Ananta soni:207305
Challenges
Reference: https://economictimes.indiatimes.com/small-
biz/startups/newsbuzz/the-challenges-of-delivering-orders-in-the-times-of-
coronavirus/articleshow/74630908.cms
https://www.adgully.com/swiggy-is-most-popular-food-ordering-app-but-some-issues-
need-ironing-out-85726.html
https://brandequity.economictimes.indiatimes.com/news/business-of-brands/the-
backstory-of-indias-fastest-unicorn-swiggy/65361972

4. Gauri Vyas
Function/business model
Article from cdacmohali-
https://cdacmohali.in/swiggy-business-model/
Research paper on online food delivering-
https://www.researchgate.net/publication/341109906_POPULARITY_OF_ONLINE_FOOD_O
RDERING_AND_DELIVERY_SERVICES-
A_COMPARATIVE_STUDY_BETWEEN_ZOMATO_SWIGGY_AND_UBER_EATS_IN_LUDHIANA
Images-

 Swiggy
Quint

5. Sanjana Sodagar
Introduction of Swiggy
Reference: https://mail-attachment.googleusercontent.com/attachment/u/0/?
ui=2&ik=baa1599977&attid=0.1&permmsgid=msg-
f:1681892025071105778&th=175747e2c0ecf6f2&view=att&disp=inline&realattid=f_kguuke
mw1&saddbat=ANGjdJ8imQoGZBUMer55RaBWv6HG5ib32R4ynTqXFZGLONzzF0JCUvsB6OZJ
pnOBMdjQ43wRvTthiiIpb97hyWaxosSheodLnrlJk9cjLOnvB9YH7NXQpEyy_ZhKNbIobeJrJ1Tb
GNg1lHYb_KXhxJcOqW3KghkJxNfwNQhC7gbctdnewpPkk-TM41EPf-
pzqI86sRWnVIONG0x2cPzQF6qhZbjCkNIwxJoSfL5c5eZzq99JFNBLtj5vHzHw_CMyzXt6AUNFJr
9iU19qsmdGHBALHzm8hbmm-bhU-SkXZjWGn26-
ulYvbzWGhmvwkxm7W0doe_ymBxOw33UgIYC5o_CiWtZVcjP13LCR2IM3jnPTsI3wEURdjPge
5GHS1n0-
Cy_snVhFuRkygJ0833JCM6DJA7brdeSPNyK3nochILaCWwr0TdOhC6gfpdTDsTBGHlx592-
vM35u8OFMPNzjZeB4gtSqieLk_TuNRdqAwGY7x3koj-
e8mrzXHQftmSXEFgJxbcFz1qAigO3NC_oZE9-
UUFiPp2HmFkLpUUTTQni5W9HJjEHj9kg_ceKpf-X-oZPjNa2-ZdhBsGn-gr6pBpFbdwsQAZjI1-
GRZEYjhPqEw9mbYjwNIjnaCd-
46COXhavX0xBrfQ5O7YP5JADnOgF6M9DOEQRQZOfn9KwxDdjsQHfWb78h3-dJp_F8tPM

6. Vasu Mathur
SWOT Analysis
http://marketing91.com/