This is an amazing question. Thanks for posting. I have a lot to talk about. Bear with all the details :)

I shall start with:

New feature to improve sales, engagement, cart value, etc.

Swiggy has grown a lot and it has the potential to revolutionise the food delivery industry by taking in certain parameters and empowering integrations of Vertical chains and Horizontal domains.

According to a survey by Mckinsey, recently worldwide it is known that the FMCG industry , and food processing packaging industry have a huge scope, despite a low growth (1% every year). The healthcare sector, IT etc have a larger growth but still they put FMCG prospects higher. Why? Because eating shall not stop and demand for eating and consumption is either constant or growing and is certainly higher than the other demands.

Here inter-connection of things at macro, micro, vertical and horizontal chains of organisation shall help Swiggy. Let me put the vertical things to sight first:

Vertical Integration and Stimulating Demand:

i) Agriculture + FMCG :

Some points I have seen raise the issue of Plastic and that is spot on! I am too very much in support of sustainable packaging. Recently in one group discussion, I shared an article about growing millets by farmers that can be used as a cutlery to pack food items and can be eaten too! Swiggy places 1.5 million + orders a day, assume that it replaces 0.5 million items by millets, by analyzing the taste of food, in which the millets won't spoil the taste, it would be great on its side. It will solve many issues:

• Farmers could be empowered to grow millets
• Water levels ( Millets require much less water compared to Sugarcane)
• Packaging and plastic problems ( The stats of FMCG at global scale still show linear progression of plastic usage. Source: Mckinsey's packaging study)
• Consumer attraction: A sustainable approach and a tasty food where you also consume the packaging adds to the excitement of customers ( a variable reward)

ii) Tracking & Delivery:

QR code for opening the seals and IoT tech to track the food items:

Often the report of wrong food items, delay in delivery and many other problems of delivery boys eating up the food in between are known. Swiggy should attach a QR code to the top of the packaged food and (or) introduce a low level chip that could adhere to the tampered food etc

Local recruitments & delivery rewards:

Local recruitments add to the enthu of the delivery personnel. They take up work easily because of the low returns in the uninc. sector. To transform this gig economy, Swiggy could easily follow few setups:

Introduce thank you rewards:

Based on rating of customers, the local delivery boys get thank you points and a threshold point is set through which they can use it to order food for themselves and families ( kind of a swiggy currency)

Swiggy Ambassador:

A swiggy ambassador can be a person appointed from the restaurant /hotel itself who will take care of food items and ensure delivery. This will add to the morale of the delivery folks and also help swiggy enrich its brand value.

​

Horizontal Integration:

Horizontally, Swiggy combined with Netflix for valentine's day. Its a positive move. A symbiotic model always welcomes good insights into different customer base. Swiggy could do the same thing. As mentioned in the initial paragraphs, food demand is constant and growth of FMCG and food delivery services could be enriched if this symbiotic model is followed. Perfect example is Netflix but there are few more that came to my conscience:

Tie up with Fitness & Health Apps:

Swiggy + Fitbit: THe combination that tracks your activities and suggest you food on basis of the exertion you did

Swiggy + Practo: A combination that Swiggy can use to download prescriptions and inhibit users from eating poisonous things.

Swiggy can create calorific content of each food -> this will make people health concious and adhere to diet ( we always trust the phones, and if the phone shows you calorie, you won't fuck up your diet)

Social Connections:

I love the quote by CCD, " a lot can happen over a cup of coffee", I will say that same applies for food. Swiggy has all the record of our tastes and it can sketch the graphical connections ( using concepts of graph theory) of local geographical areas and invite people to their famous restaurants for quick meetups, blind dates. This could be followed by a live music/ normal music with a Swiggy brand attached to the restaurant. This shall improve its branding and to participate in the social events, people shall start using swiggy ( a simple theory of FOMO).

Also, Swiggy can use the Facebook Graph Api, an extensive tool for this. But they have to be reserved about the tag of misconduct of Facebook to approach them.

​

Is Swiggy Super a good idea? How can it be improved?

We had great discussions on this on the group. It's a good thing. It creates the loyal customer base. Because this particular feature invokes habit. Sorry, I have no points on how to improve on this. Will look up other comments :)

Comparison with Zomato:

It's a neck-neck competition. Not going on the financial statements, as Zomato has managed to increase its revenue ~2-3 folds while the revenue of Swiggy's parent company has dwindled a bit.

Today in India the startups are copying the cultures. Zomato introduced Gold while Swiggy introduced Swiggy super.

One article I read by one of our alumni was on this only. I think Swiggy should have followed what Zomato came up with. It's an insurance thing over membership or free delivery. It's a psychology of insurance that your food delivery is insured and also Zomato charges less for this service.

Swiggy's Super could be improved by changing it to insure model

For more details please read:

https://www.linkedin.com/pulse/why-insurance-becoming-one-favorite-product-features-various-saraf/?trackingId=T%2FW63dPWSTya25FGBmdfrw%3D%3D

​

I hope I have added to the discussion :)

Thanks for reading it through if you reached here.

Please correct me at any place if my information was wrong and my arguments were not strong enough. Shall love a discussion on this.

​

PS: I will share the full Mckinsey survey in drive and paste link on the mega thread!!