Relevance from the perspective of
marketing
Swiggy was founded in 2014 and operated out of 100 cities by 2019
• With Zomato and UberEats being its biggest competitors, Swiggy held
nearly half of the market share by 2018
• Swiggy was regarded as the platform with the best customer support
• Highly relevant and important in today’s times especially the COVID -19
crisis as it is a high contact service
• In-dept study of what Swiggy has done right to get so far, relooking at the
service proposition, its importance and way forward to grow further and
make a bigger mark in the online food delivery space
• Swiggy is now a very reputed brand and it’s not just because of its quality
services but due to its excellent social media strategy.
• On Facebook itself, Swiggy has 174K followers which are highest among
the competitors.  Every campaign of Swiggy is remarkable as they are
extremely engaging and is very interactive.
• The online food delivery space is evolving with new entrants and competitors
coming up everyday
• Indian online food industry to hit $8 bn by 2020 – growing at a CAGR of 25-30%
• The market growth is driven by rapid digitization and growth in both online
buyer base and spending – shift to tier 2 cities
• 19 % of the growth was fueled by advertisements thus leading to increasing
consumer confidence
• Food tech start-ups have revolutionized the way Indians eat. Ordering food
online is now a habit.
• Online food delivery gross merchandise value has increased to $1.7 billion in
2018, from $750 million in 2017, according to RedSeer Consulting. This is
expected to go up further by three times.
• There is large headroom to increase reach, engagement and usage frequency for
food tech