In India’s fiercely competitive food delivery market, Swiggy and Zomato have emerged as titans constantly pushing the boundaries to stay ahead. Amidst this high-stakes environment, Swiggy is making bold moves by venturing beyond food delivery and groceries, expanding its services to capture new markets.
Swiggy is reportedly set to introduce a groundbreaking service called ‘Yello’ — a marketplace connecting users with a wide range of professionals, from therapists and fitness trainers to astrologers and legal advisors. According to an Economic Times report, Swiggy is still weighing whether Yello will function as an independent app or integrate into its main platform. This strategic expansion could position Swiggy as a more comprehensive lifestyle service, beyond its food delivery roots.
Swiggy’s push for diversification isn’t new; the company has rolled out multiple unique features in recent times. Let’s take a look:
Group ordering
Swiggy’s group ordering feature aimed at addressing the “party pain” of ordering food for numerous people. It allows up to 40 people to place individual orders and contribute to a single cart. Users simply share a QR code or a link, enabling everyone to add their selections simultaneously. This feature aims to solve the logistical challenges of group orders, which previously required one person to handle everything on a single device. Additionally, this boosts average order values (AOVs), a crucial metric as Swiggy prepares for an upcoming public listing.
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International logins
Swiggy extended its reach globally by allowing users from 27 countries — including the US, UK, Canada, Germany, Australia, and the UAE — to log in and place orders in India. Whether it’s sending a meal to loved ones or booking a restaurant table, users can now make payments using international credit cards or UPI options. This move positions Swiggy as an attractive service for the global Indian diaspora, expanding its brand recognition far beyond Indian borders.
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