“A STUDY ON TALENT ACQUISITION AND

RETENTION IN SWIGGY”

Synopsis submitted in partial fulfillment of the requirements for

the

Award of the degree of

MASTER OF BUSINESS ADMINISTRATION
OF
BANGALORE
UNIVERSITY

By

S.CHAITANYA

P03AA21M0228

Under The Guidance Of

PROF. BHANUKRISHNA
ASSISTANTPROFESSOR

ACHARYA BANGALORE B SCHOOL

Bangalore University

2023
SYNOPSIS

INTRODUCTION
NEED FOR THE STUDY
STATEMENT OF THE PROBLEM
LITERATURE REVIEW
BRIEF COMPANY / INDUSTRY PROFILE
OBJECTIVE OF THE STUDY
SCOPE OF THE STUDY
RESEARCH METHODOLOGY
a) RESEARCH DESIGN
b) DATA COLLECTION
c) SAMPLING
d) DATA ANALYSIS

REFERENCES:

Signature of student: Signature of Guide:

Date: Date:

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INTRODUCTION
BACKGROUND OF SWIGGY
. Swiggy is an Indian online food ordering and delivery platform headquartered in Bangalore,
India. The company was founded in August 2014 by Sriharsha Majety, Nandan Reddy, and
Rahul Jaimini. Initially, the company started as a small food delivery startup that only served
in Bangalore. However, with its successful business model and efficient services, it expanded
rapidly and now operates in more than 520 cities across India.

Swiggy's business model involves partnering with local restaurants and delivering their food
to customers. The platform offers a user-friendly interface that allows customers to browse
menus, order food, and track their delivery in real-time. Swiggy has also introduced a number
of features to enhance customer experience, such as Swiggy Pop (which offers single-serve
meals), Swiggy Super (which provides unlimited free deliveries for a monthly subscription),
and Swiggy Go (which allows customers to deliver packages anywhere within a city).

The company has grown rapidly in the past few years and has received several rounds of
funding from investors such as Tencent, DST Global, and Naspers. As of 2021, Swiggy has
over 160,000 restaurant partners and 2.1 million active users on its platform. The company
has also expanded its services to include Swiggy Stores (which delivers groceries, medicines,
and other essentials) and Swiggy Genie (which offers on-demand pick-up and delivery
services). Swiggy has become one of the leading food delivery platforms in India, with a
strong presence in both urban and semi-urban areas.

NEED OF THE STUDY

1. Human capital is critical to business success: Swiggy's success is largely driven by the
quality of its human capital. The company's ability to attract and retain top talent is a key
factor in its ability to innovate, grow and compete in the market.

2. Addressing talent shortage: The food delivery industry is highly competitive, and there is
a shortage of skilled talent in the market. Studying Swiggy's talent acquisition and
retention strategies can provide insights into how the company has been able to attract
and retain top talent in a competitive market.

3. Building a strong employer brand: Swiggy's talent acquisition and retention strategies
have contributed to building a strong employer brand. Studying the company's approach
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 to employer branding can provide insights into how businesses can create a positive
image in the market and attract top talent.

STATEMENT OF THE PROBLEM

Attracting and retaining talent in a competitive market: The food delivery industry is highly
competitive, and there is a shortage of skilled talent in the market. Swiggy must continue to
develop and implement effective talent acquisition and retention strategies to attract and retain top
talent.

Addressing employee turnover: Swiggy has experienced high levels of employee turnover, which
can negatively impact the company's performance. Addressing the causes of employee turnover,
such as lack of career growth opportunities and poor work-life balance, is essential to retain top
talent.

Ensuring employee engagement and job satisfaction: Engaged and satisfied employees are more
likely to stay with the company and contribute to its success. Swiggy must focus on creating a
positive work culture, providing meaningful work, and offering competitive compensation and
benefits to ensure employee engagement and job satisfaction.

Addressing the impact of the pandemic: The COVID-19 pandemic has disrupted the job market
and forced businesses to adapt to remote work and changing customer needs. Swiggy must
continue to adjust its talent acquisition and retention strategies to address the impact of the
pandemic on the workforce.

Building a diverse and inclusive workforce: A diverse and inclusive workforce can bring
different perspectives and ideas to the table and contribute to the company's success. Swiggy
must focus on building a diverse and inclusive workforce

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LITERATURE REVIEW

Serhat Murat Alagoz & Haluk Hekimoglu (2012), opined that e-commerce is dynamically
growing worldwide, the food industry is also indicating an increased growth. They have
suggested the Technology Acceptance Model (TAM) as a base to study the acceptance of
online food ordering apps. Their analysis of data stated that the attitude towards online food
ordering is due to the ease and usefulness of online food ordering process and also vary
according to their innovativeness against information technology, their trust in e commerce
websites and few external influences.

Ashoutosh bhargve (2013) said that Foodpanda an online food ordering apps has been
launched in the Indian market since May 2012. Foodpanda first major move was acquisition of
TastyKhana, which was started in Pune in year 2007.With acquisition of TastyKhana and
JUST EAT, it is now available in over 200 cities and delivery partner with over 12,000
restaurants. JUST EAT which was launched in Denmark in 2001 and was listed publicly on
the London Stock Exchange is also mentioned. Their Indian venture was come as Hungry
Bangalore in 2006. It was reintroduced in 2011 when JUST EAT acquired a majority share in
the business. Today, the company partners with over 2,000 restaurants.

H.S. Sethu & Bhavya Saini (2016), their idea was to analyze the student’s perception, behavior
and satisfaction of online food ordering and delivery applications. Their study shows that
online food ordering apps secure their time due to easily availability. It is also found that
visibility of their favourite food at any point of time and always access to internet, free data are
the main reasons for using the apps.

According to Sheryl E. Kimes (2011), his study found that perceived control and convenience
associated with the online food ordering services were important for both users and non-users.
Non-users need more personal attention and also had high uncertainty towards use of early
technologies.

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INDUSTRY PROFILE

Swiggy is a leading food delivery and online ordering platform in India, founded in 2014. With its
headquarters in Bangalore, India, the company operates in several cities across the country.
Swiggy has grown significantly since its inception and has become one of the largest food
delivery platforms in India. The company provides customers with an online platform to order
food from various restaurants, cloud kitchens, and grocery stores. Additionally, it also offers
delivery services for medicines from pharmacies.

Swiggy's business model is centered on generating revenue through commissions charged to

restaurants for orders placed through its platform. The company also charges a delivery fee to
customers for each order. Swiggy has been successful in maintaining its market share of around
50% in the highly competitive food delivery industry in India.

Swiggy has raised more than $2 billion in funding from several investors, including Accel,
Naspers, Tencent, and DST Global. This funding has helped the company to expand its operations
and invest in new technology to improve its services. Swiggy has also entered into strategic
partnerships with restaurants to expand its offerings and provide customers with more options.

The food delivery industry in India poses several challenges for Swiggy. One of the major
challenges is maintaining quality service, which is crucial for customer retention. Swiggy has
addressed this challenge by investing in technology to improve delivery times and ensure quality
control. The company also offers a rating and review system that allows customers to rate
restaurants and delivery partners.

Regulatory hurdles are another challenge that Swiggy faces. The Indian government has
introduced new regulations that require food delivery platforms to comply with certain guidelines.
Swiggy has responded to these regulations by ensuring that all restaurants on its platform comply
with the guidelines and by implementing safety measures for delivery partners.

Finally, managing costs associated with delivery and logistics is another challenge that Swiggy
faces. The company has addressed this challenge by investing in technology to optimize delivery
routes and reduce delivery times. Swiggy has also partnered with third-party logistics providers to
increase delivery capacity and reduce costs.

In conclusion, Swiggy is a leading food delivery and online ordering platform in India, with a
significant market share in the industry. The company's success can be attributed to its innovative
business model, focus on customer satisfaction, and ability to adapt to changing market
conditions. Swiggy has faced several challenges in the highly competitive food delivery industry,
including maintaining quality service, dealing with regulatory hurdles, and managing costs
associated with delivery and logistics.

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 SWOT ANALYSIS OF SWIGGY:

Strengths of Swiggy

1. Market Leader
2. Wide Range of Services

Weaknesses of Swiggy

1. Dependence of Delivery Partners

2. High Operational Costs
3. Limited international presence
4. Delivery Charges

Opportunities for Swiggy

1. Expanding reach to the population

2. E-commerce & Networking
3. Expansion to new Markets
4. Diversification of Services
5. Partnership

Threats to Swiggy

1. Intense Competence
2. Regulatory challenges
3. Economic uncertainty

OBJECTIVES OF THE STUDY

The primary objectives of the study are:

1. To identify the current Talent acquisition and Retention in Swiggy.

2. To assess the effectiveness of the Talent acquisition and Retention in Swiggy.
3. To identify the key challenges faced by the employees and managers in
the Talent acquisition and Retention.
4. To recommend improvements in the Talent acquisition and Retention.

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SCOPE OF THE STUDY
The study on Talent Acquisition and Retention in Swiggy aims to explore the various
strategies and practices implemented by the company to attract and retain top talent. It also
aims to understand the challenges faced by the Swiggy in the process and the effectiveness of
their talent management initiatives. The study involves a review of the exisiting literature on
talent acquisition and retention, followed by an analysis of Swiggy’s recruitment and retention
policies, including their compensation and benefits packages, employee engagement
programs.

RESEARCH METHODOLOGY

This report outlines the talent acquisition and retention in Swiggy, an Indian e-commerce
platform for food delivery. The report covers the sources of data, data collection methods,
and plan of analysis used to obtain relevant information for the research.

1. Research Design: A qualitative research design can be used to gain an in-depth

understanding of the talent acquisition and retention strategies used by Swiggy. A case
study approach can be employed to analyze Swiggy's practices in detail.

2. Data Collection: Primary data can be collected through semi-structured interviews with
HR managers and other employees involved in talent acquisition and retention at
Swiggy. The interviews can be conducted face-to-face or through online video
conferencing. Secondary data can be collected from Swiggy's website, annual reports,
and other relevant sources.

3. Sampling: A purposive sampling technique can be used to select participants for the
study. HR managers and other employees involved in talent acquisition and retention at
Swiggy can be selected as participants.

4. Data Analysis: A content analysis approach can be used to analyze the data collected
from the interviews and other sources. The data can be analyzed using codes and themes
to identify patterns and insights related to talent acquisition and retention at Swiggy.

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 REFERENCES

https://assets.kpmg/content/dam/kpmg/in/pdf/2020/06/online-food-delivery-market-india.pdf

https://www.peoplematters.in/article/recruitment/swiggys-strategies-for-talent-acquisition-and-retention-
29023

https://www.swiggy.com/careers

KPMG Report: "Indian online food delivery market: Changing business models, transforming
consumer habits" (2020)

Journal of Human Resource Management: "Employee retention in the food service industry: An
empirical study of human resource management practices in the United States" (2014)

Forbes India: "Swiggy's Deepinder Goyal on hiring for culture fit" (2019)

People Matters: "Swiggy's strategies for talent acquisition and retention" (2021)

Reddy, M. S. (2019). Talent management practices in the Indian food industry. International
Journal of Human Resource Management and Research, 9(1), 13-28.

Goyal, N., & Kumar, A. (2020). Talent acquisition and retention in food service industry in India:
A study of select firms. Asia Pacific Journal of Research in Business Management, 11(1), 29-38.