History & Marketing Strategies of Swiggy Brand

Swiggy has won several awards for their achievement. In 2016, they were recognized by Outlook Magazine as the start-up of the year. Later, Economic Times also awarded them with the tag of start-up of the year. In 2018, it received the Re.imagine award and Swiggy's co-founder Rahul Jaimini and Nandan Reddy were listed in Forbes 30 under 30.

Company name – Swiggy
Founders – Nandan Reddy, Rahul Jaimini, Sriharsha Majety

Swiggy is an online food ordering and delivery based chain owned and operated by Bundi Technologies Private Limited. The company has its headquarters in Bengaluru, Karnataka in India and was founded in 2014. It delivers food in over more than 25 cities of India. Swiggy has a large valuation market approximately $1.3 billion and its total funding is $465.5 million. It is about to spread its services in many cities across the country. 

How It All Started 

Swiggy was founded by Nandan Reddy, Rahul Jaimini and Sriharsha Majesty in August 2014. Three of them were from different field. Nandan and Sriharsha were both alumni of Birla Institute of Technology and Science in Pilani, and in 2013 they had a logistic company named Bundl Technologies that used to connect small and medium companies.

After about a year and half years they thought of building an online food delivering logistic company with the concept of “hyperlocal food delivery” and entered the restaurant industry. They asked one of their friends, Rahul Jaimini, who was an IIT Kharagpur alumnus and was working as a software engineer for online fashion store Myntra to join and when he agreed, they created and began the food chain delivery service called “Swiggy”. 

Launch

As mentioned earlier in August 2014, Swiggy launched their service exclusively in south India first and gradually expanded to the top 25 cities across the country including all metropolitans like Chennai, Delhi, Hyderabad, Kolkata, Mumbai, and major cities as well. Currently, they are trying to reach small towns of India too.

According to the company, now they have more or less 40,000 restaurant partners spread across about 44 cities in the country.

Swiggy’s marketing strategy and Interesting Reasons behind its success 

Early disruptor: 

At the very beginning, when Swiggy just started their business, there was not that much competition because food logistics as a concept was new to the country. Swiggy was perhaps the first one who made it possible and the game-changing policy was the “live tracking” system. It was an extraordinary feature where in your food is getting delivered at the doorstep along with the live status of your order. 

Transparency: Transparency is something that Swiggy has maintained and kept it at the top of their priority list. As they operate through their website and app, you can easily download or access it from Android or iOS. They will offer you with all your nearby options of restaurants so that you can have a look to the menu along with their actual price. Once your order is placed they will assign a delivery boy within a very short period of time and immediately after assigning him, they will provide you with all details along with the contact number, name, and a short bio detail, so that you don’t have to face any problem regarding your order. 

The customer is the king approach: Swiggy treats their customer as their main priority. They have promised to provide the best services with various options as they have partnered with almost 40,000 restaurants in India and they literally follow each and every movement of the assigned delivery boy until the customer gets their order. If somehow a delay happens, Swiggy itself calls the customer and ask them if they can wait and apologize for being late. Other than that they are a very tough competitor of the other food delivery services like Zomato, Foodpanda, Ubereats as they also try their best to take the minimal time to deliver the food. 

Price: If you are ordering from Swiggy, they will provide you with the restaurants’ name along with their food menu including price so that you can check all of them and then decide accordingly. They even offer you with coupons that can be applied while placing the order so that you can get an extra discount on your total amount. They would charge you with service tax which depends on the specific restaurant you are choosing. When it comes to the price, Swiggy is more than trustworthy. 

Place: Swiggy delivers food almost in every top city in India including Kolkata, Bangalore, Hyderabad, Mysore, Chennai, and the list goes on. Their motto is to deliver food at your doorstep. Swiggy accepts cash on delivery, debit and credit cards, Paytm, and various other digital wallets. You just need to give your pin code and check out the restaurant’s menu with the original price. 

Attention to detail: There were few rumours about the other food delivery sites like Zomato, Foodpanda is taking over Swiggy. But right then Swiggy gave a huge discount that shut all those rumours down and immediately after that Swiggy started to call each of their customers and asked for feedback. They came up with a new and refreshing ad and again which is very simple yet meaningful. So, those rumours were completely fake. 

 

Values at Swiggy

Swiggy stands for certain values which make it stand out from the rest of the food logistic companies. The company stands for these values and have highlighted them on their website too. They are:

  • Consumer comes first
  • Strive for Excellence
  • Be honest, display highest level of integrity
  • Exhibit Bias for Action
  • Stand Up, Disagree and Commit
  • Be Humble
  • Act like an owner
  • Always be curious, always be learning

 

Swiggy campaigns 

They haven’t done anything big but they tried to showcase the basic need and how we are moving towards the digital world. Swiggy launched 6 television commercials during the IPL season of 2018 to connect two things that Indians love- Cricket and Food.

These ads usually come for 10 to 15 seconds, and these promotional videos basically show how Indians turn to Swiggy on every occasion for delicious food. They have hardly hired any popular artist to be their brand ambassador rather their ads are very simple yet refers that Swiggy brings happiness. 

So, overall Swiggy has done a very few marketing and campaigns still they are the largest food delivery chain right now in India.

 

Conclusion 

Swiggy has won several awards for their achievement. In 2016, they were recognized by Outlook Magazine as the start-up of the year. Later, Economic Times also awarded them with the tag of start-up of the year. In 2018, it received the Re.imagine award and Swiggy’s co-founder Rahul Jaimini and Nandan Reddy were listed in Forbes 30 under 30.

Over the years they have proved themselves and kept delivering happiness and that’s the reason they are the largest food delivering company in India.

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