Naspers-backed online food delivery major – Swiggy has been betting big on subscription from early last year. In 2018, the firm had launched two subscriptions – Super and Delight.
Enthused by acceptance of two, it’s launching a new subscription program Swiggy Daily.
Unlike Super, Swiggy Daily is a separate app which allows users to choose three days to a month-long subscription. Swiggy Daily is essentially meant for users who look for healthy home cooked food. It promises homestyle meals from hand-picked kitchens and trusted home chefs around users’ location.
Swiggy Daily app is yet to be released, however, it’s piloting (link) this with about 1,000 users in Gurugram at the moment. Entrackr has used the app and found many kitchens catering to wide Indian cuisines such as Bengali, Punjabi, Tamil, Rajasthani, and Mughlai.
The app comes with flexible features that enable users to swap, skip and pause the subscription at any point of time.
While Swiggy Daily is solving the pain of accessing homestyle food for busy working professionals and students, it’s quite surprising – why is it doing it through a separate app?
It’s worth noting that Swiggy had integrated Swiggy Store in its native app to deliver virtually everything at customer doorstep. The service that launched early this year delivers grocery, medicine, meat and several others within a six-kilometer radius.
Nevertheless, Swiggy must have weighed merits in launching a separate app. To a large extent, the app targets to onboard home chefs, not usual restaurants, kitchens and food joints. So far, no one has cracked the homestyle food space in India. HolaChef had tried it but failed miserably.
Zomato doesn’t focus on it while Foodpanda that acquired HolaChef in last October is yet to make any dent.
Homestyle cooked food has immense potential in India. In fact, its market can be gauged from the sight in offices where employees prefer to order thali with local vendors. Many corporates and startups also facilitate food for their employees.
Meanwhile, home chefs or tiffin services find hard to scale their business after a certain point. They could easily find a large serviceable market via Swiggy Daily.