Vividobots is a Chennai-based robotic automation startup transforming the high-rise real estate maintenance sector.
The funds will be utilized to enhance product innovation and expand vertical-specific robotic deployments.
The startup is among the ‘Top 10 Real Estate Tech Startups’ by Mahindra LEAP 2023 and a portfolio company of Brigade REAP.
So far, Inflection Point Ventures (IPV) has invested over INR 800 Cr across 210+ startups.
Vividobots, a robotic automation startup, has raised INR 1.47 Crores in a Seed Round led by Inflection Point Ventures. The funds will be utilized to enhance product innovation and expand vertical-specific robotic deployments.
Founded in 2021 by postgraduate engineers Dhinesh B (CEO), Velmurugan B (CPO), and Kesavaraj S (CTO), Vividobots was born out of a tragic incident involving a painter’s fall. This moment of vulnerability inspired the trio to innovate for real-world impact. With backgrounds at Flipkart, Air Defence Agency, and TCS, respectively, the founders bring deep domain and technical expertise to the problem they set out to solve.
Vikram Ramasubramanian, Partner & CIO, Inflection Point Ventures, said, “As real estate in India continues to boom, high-rise buildings are becoming increasingly common and so are the challenges that come with maintaining them. Vividobots is tackling this head-on with innovative robotic solutions that make exterior maintenance of the building safer and more efficient. At IPV, we’re excited to support a startup that’s not just keeping pace with urban growth, but shaping its future through technology.”
Vividobots, a robotic automation startup based in Chennai, is on a mission to make high-rise building maintenance safer, faster, and more efficient. By leveraging AI-powered robotics, the company is revolutionizing exterior painting and cleaning operations an area historically reliant on manual labor and prone to fatal risks. Their solutions significantly reduce time, cost, and material wastage while improving safety and precision.
Vividobots is currently operational in Chennai, with plans to scale into new metros where real estate growth and vertical maintenance are surging. The startup’s robotic systems deliver up to 70% time savings, 50% cost reduction, and 15% lower material wastage, setting a new benchmark in high-rise operations. Their proprietary technology ensures AI-powered precision, safety, and repeatability, making exterior maintenance predictable and scalable.
“At Vividobots, we are revolutionizing the way robotics addresses real-world challenges. Inspired by the delicate balance of human effort and resilience, we are steadfast in our mission to build a future defined by safety, speed, and sustainability. Our partnership with IPV fuels our drive to innovate boldly, push boundaries, and redefine the possibilities of robotics and its impact on society,” said Dhinesh B, CEO.”
Among its key milestones, Vividobots was named one of the Top 10 Tech Startups in Real Estate by Mahindra LEAP 2023 and is a part of the Brigade REAP accelerator portfolio.
The Indian market for painting and cleaning services is estimated at USD 4.46 billion Serviceable Obtainable Market (SOM), with a total addressable market (TAM) of USD 178.7 billion. Globally, the SOM is USD 45 billion, with a projected TAM of USD 1.56 trillion, showing the immense opportunity for automation in this sector.
About Vividobots
Vividobots is a robotic automation platform founded by Dhinesh B, Velmurugan B, and Kesavaraj S. The company develops high-precision robotic solutions for high-rise maintenance, focused on enhancing safety, reducing cost, and driving operational efficiency in the real estate sector.
About Inflection Point Ventures and Physis Capital
Inflection Point Ventures (IPV) is an angel investing platform with over 23,500+ CXOs, HNIs, and Professionals to invest in startups. The firm supports new-age entrepreneurs by providing them with monetary & experiential capital and connecting them with a diverse group of investors. IPV has launched a $50 Mn CAT 2 VC fund, Physis Capital, to invest in Pre-Series A to Series B growth-stage start-ups. The fund has already deployed capital in two startups so far, with a few deals in advanced stages of pipeline.
Under the leadership of Chief Minister Devendra Fadnavis, the Maharashtra Cabinet has approved the new electric vehicle (EV) policy 2025. The new policy aims to increase the state’s manufacture and use of electric mobility.
The policy will be in place till 2030 and will be implemented with INR 1,993 Cr during the following five years. According to a media report, the new EV policy will waive tolls for certain electric vehicles travelling on highways. In addition, subsidies will be offered for the purchase of these vehicles in an effort to reduce air pollution.
According to the article, Fadnavis stated that the state government has authorised a new EV policy that will provide incentives for passenger EVs. The state should see a rise in EV production and usage.
Additionally, the policy prioritised the adoption of the clean mobility transition model by providing incentives to individuals who transitioned to electric vehicles until 2030.
Charging Infrastructure will be Strengthened
According to the CM, the new EV strategy would also boost the state’s charging infrastructure and put charge stations on national highways every 25 kilometres.
Under the new policy, electric two-wheelers, three-wheelers, private four-wheelers, buses operated by the state transport corporation, private buses and transport projects run by civic organisations will all be eligible for a 10% purchase price reduction.
This apparently follows the Delhi government’s consideration of providing a purchase subsidy of up to INR 30,000 for the purchase of two-wheeler EVs as part of its future Electric Vehicle Policy 2.0.
Centre to Shorten Time For EV Subsidy Settlement
According to reports, the Ministry of Heavy Industries (MHI) intends to cut the 40-day processing period for EV subsidy claims to just five days. The Centre aims to resolve technical bottlenecks and expedite verification procedures in order to carry out such a move.
Under the PM Electric Drive Revolution in Innovative Vehicle Enhancement (PM E-DRIVE) programme, the government is taking this action in an effort to reduce the backlog and guarantee the prompt distribution of EV subsidies.
There is already a massive backlog of 126,000 pending subsidy claims for 2024–2025. There are 109,000 claims for e-2Ws alone out of 893,000 claims altogether.
Face authentication concerns have been blamed for these delays since buyers’ appearances may differ from their Aadhaar images, which makes identity verification difficult. One of the MHI’s main initiatives to hasten EV adoption and build out supporting infrastructure nationwide is the PM E-DRIVE Scheme.
The programme will replace previous programmes like FAME and EMPS-2024 and has a budgetary investment of INR 10,900 CR. It will run from October 2024 to March 2026.
A second Foxconn facility in Bengaluru is preparing to begin shipments as early as next month, while Apple has begun production at a brand-new Tata Electronics plant in Tamil Nadu.
Given the growing trade tensions between Washington and Beijing, these events represent a significant step in Apple’s strategy to diversify its supply chain and lessen its dependency on China.
Apple is acting quickly to protect itself from the threat of new US tariffs on Chinese imports, some of which are reportedly above 100%.
Although the US administration has indicated that this could change in the upcoming weeks, the corporation has so far been exempt from the worst of the trade war tariffs on electronics. India is now a vital component of Apple’s worldwide jigsaw because of this uncertainty.
iPhone’s Production in India is Scaling Up
Older iPhone models are now being produced on a single line at the new Tata plant in Hosur, southern India.
According to media reports, Foxconn’s impending $2.6 billion factory in the capital of Karnataka is anticipated to begin trial production of the iPhone 16 series soon. When fully operational by the end of 2027, the plant is expected to create about 50,000 jobs and be able to produce between 300 and 500 iPhones per hour at full capacity.
Apple Moving Away from China
There is more to Apple’s intention to increase its manufacturing presence in India than merely reacting to trade constraints. It’s a calculated restart. India now produces around 18% of the world’s iPhones, compared to China’s more than three-quarters, according to Counterpoint Research. And Apple wants a big increase in that share.
By the end of 2026, the tech giant plans to move the majority of iPhones headed for the US to Indian factories. That urgency is supported by the numbers. Apple delivered a record 600 tonnes of iPhones to the US from India in March alone, totalling an incredible $2 billion. More than half of that volume came from Foxconn.
Despite being a relatively new supplier to Apple, Tata has become a significant player. With these additional facilities, Apple now has five significant plants in India that are jointly operated by Tata and Foxconn.
A media report claims that the factory where the iPhone 16 and 16e models will be constructed can generate between 300 and 500 iPhones per hour.
China has lost around $150 billion in electronics exports to the US, giving nations like Mexico, Vietnam, and India the chance to profit from the redirected investment and production.
Another benefit for Apple is that the minimum wage in China is significantly lower than that in the US, at about $2.10 per hour. However, as businesses look for alternatives to China, India is becoming more and more appealing due to its even lower labour costs.
Proton Mail, which uses end-to-end encryption to safeguard customer data, has been ordered to be blocked in India by the Karnataka High Court. A Bar and Bench article claims that during the hearing of a petition submitted by M Moser Design Associates India, Justice M Nagaprasanna made the directives.
The email service was allegedly used to send offensive emails about the petitioner’s employees, according to the plea, which also stated that investigations are impossible due to the anonymity of the site.
To impose the blocking order, the court cited Rule 10 of the 2009 blocking rules and Section 69A of the IT Act, 2008. The petitioner contended that Proton Mail does not require identity verification and enables users to evade Indian surveillance.
The request claimed that Proton Mail poses a concern to national security and was also used to make recent bomb threats, citing media sources.
Not Following India’s Guidelines
Advocate Jatin Sehgal argued on behalf of the petitioner, claiming that the Proton Mail website offers guidance on how to avoid being monitored by Indian authorities. Additionally, he underlined that there is no need for any kind of ID verification and that creating a Proton ID only takes 30 seconds.
During the hearing, the Center’s attorney informed the court that any cooperation from Swiss authorities—where Proton is headquartered—must be initiated by a trial court and go through the Mutual Legal Assistance Treaty (MLAT).
Until the Proton Mail website in India is blocked, the HC ordered the immediate removal of the “offensive” URLs listed in the petition. Proton Mail is under increasing pressure in India as a result of the most recent instance.
Bomb Threats Emails Sent Using the Proton Mail
After 13 Chennai schools received fictitious bomb threats using Proton Mail in February of this year, the Tamil Nadu police petitioned the Union IT ministry to block the service nationwide.
The local law enforcement agencies claimed that they were unable to determine the origin of the emails at the time due to the Swiss company’s lack of cooperation and the service’s end-to-end encryption.
Then the IT ministry accepted a block order after the Section 69A blocking committee recommended it. In the past, Proton Mail and Centre also had disagreements.
It withdrew its physical servers from India in 2022 in opposition to new CERT-In rules requiring cloud service providers and VPNs to retain data. According to the corporation, the Telecommunications Act of 2023 is a “threat to democracy”, and the country’s monitoring regulations are “regressive”.
The Kindle Paperwhite, which has the largest screen in the range, was introduced by Amazon in India on April 30. The updated model features a lighter, thinner design and a 7-inch glare-free e-ink display with narrow bezels on either side.
Additionally, it is the first Paperwhite to receive an improved dual-core processor, which, according to Amazon, increases responsiveness and speeds up page turns by 25%.
The Kindle Paperwhite comes in a black hue and costs INR 16,999. For INR 1,999, customers can get individual covers in the colours black, marine green, and tulip pink.
Features ofKindle Paperwhite
The new Paperwhite’s 7-inch glare-free E Ink display, which now has oxide thin-film transistors for better contrast, is its main attraction. Both readability and mobility should be enhanced by the larger screen and smaller mass, even though the resolution stays at 300 ppi.
In low-light conditions, readers can also activate the dark mode and change the display’s warm glow. According to Amazon, the new Kindle Paperwhite’s battery lasts 12 weeks between charges, thanks to USB-C integration. With 16GB of inbuilt space, storage is also increased.
In terms of software, Amazon claims that the Kindle app for iOS and Android now makes the setup process easier. Another feature on the Kindle is X-Ray, which offers more background information on characters or settings in a book.
Integrated dictionary for fast translations and word searches. Word Wise, which aids in reading flow by placing brief definitions over challenging words. Like its predecessors, the new Kindle Paperwhite is tightly integrated with Amazon’s e-book ecosystem, offering access to more than 1.5 crore volumes in Hindi, Tamil, and Marathi, among other languages.
Over 20 lakh eBooks are available to Kindle Unlimited users, while Prime members receive a free rotating selection of books.
Factors that Attract Readers to Kindle
For anyone who enjoys reading on a screen or while on the road, the Kindle has been the standard e-reader. Since Kindles use e-ink displays, their panels are glare-free in contrast to those of smartphones, laptops, and tablets.
Although it still can’t match the visual experience of paper and printed text, it is the next best thing for readers. The e-ink display’s refresh rate is a drawback because it is much slower than that of conventional screens.
However, Amazon has made substantial improvements to the speed of its Kindles in recent years. The new Kindle Paperwhite, which has a 25% faster page turn speed, may do even better in this area.
According to Dilip R.S., Director and Country Manager, Amazon Devices India, “Its lightweight design makes it convenient to carry and read on the go, and its largest-ever display adds reading comfort. We are excited for our customers to use this new Kindle to unlock stories from a wide variety of Indian and international titles available on Amazon.”
In a bold move that indicates the increasing impact of artificial intelligence, OpenAI has appended shopping hallmarks to ChatGPT, its well-liked conversational AI. The development allows users to scour for prices, peruse evaluations, and access direct links to make purchases, all within the app. OpenAI was at pains to point out that these recommendations are made without any sort of sponsorship, distinguishing them from the usual way that most products in the app are recommended.
This shift isn’t simply a technological enhancement. This is intentional; they’re moving into online shopping, an area that’s currently under the control of Amazon, Google, and content-driven review platforms like the New York Times. Now, with its new functionality, ChatGPT is more than a chatbot. It’s also your digital personal shopper, serving as a discovery layer for e-commerce, streamlining choices that seem infinite and that some would argue are a little too curated.
A New Front in the Search Engine War
OpenAI’s update also escalates the profit in the search engine market. Although Google holds 89% of the traffic, it seems to be loosening its grip. OpenAI’s search tool, introduced last year, reaches over one billion web searches a week. Some users have found that OpenAI’s search tool yields richer results for certain prompts.
OpenAI now competes with Google not only in information retrieval but also in consumer intent, in which search leads to purchase, by integrating shopping directly into search. This reflects what Amazon is doing; the company launched its own AI shopping assistant earlier this year. And it puts OpenAI on a more direct competitive footing with emerging players like Perplexity.
Streamlining the Shopping Experience
OpenAI’s latest feature has a clear aim: to make online shopping quicker and more efficient. It takes customer reviews, prices, and purchasing links, and puts them all in one place. This update is designed to make it easier for consumers to get what they want, when they want it. It lets them query its large language model and get back all the info they need to make a buying decision, without having to traverse the internet itself.
Take, for instance, the question of how well this works in reality. ChatGPT itself can be a bit hit-or-miss. It excels when there’s a clear answer to a question (like a math problem) but often struggles when the answer involves synthesizing a lot of different kinds of information (like comparing multiple products). This may resonate particularly well with younger, tech-savvy users who place a premium on speed and personalization in their online lives. OpenAI says the rollout will take several days to reach all users but assures that when it is complete, all users will have access to the feature.
In recent weeks, crude prices have confronted a pressure that seems unending, falling to levels not seen in four years. The energy market, which had been relatively stable, even and predictable a few months ago, has been turned upside down by a combination of weakening consumption indicators, rising stockpiles, and geopolitical uncertainties that always seem to send markets reeling.
Trade War Fallout Erodes Demand Outlook
The present drop in oil demand is intimately linked to an upsurge in protectionist policies. The broad brush trade tariffs coming from the US administration, especially those aimed at China, have disrupted global trading patterns. Energetic growth is now much less likely than it was just a year ago, and we’ve seen the impact: larger importer countries are buying less energy. China’s story here is the most notable.
Economic indicators highlight how serious the problem has become. Consumer confidence in the US has sunk to its lowest level in almost five years, and the next batch of GDP data is expected to show a much slower rate of growth, if not an outright downturn. With global growth now faltering, energy markets around the world must deal with the aftermath of having held off too long in making policy decisions.
Rising Stockpiles Add to Market Anxiety
Simultaneously with weakening demand, an increase in oil inventories has additionally sobered market sentiment. According to estimates from the American Petroleum Institute, US commercial crude stockpiles rose by 3.8 million barrels during the past week. The increase was accompanied by a modest uptick at Cushing, Oklahoma, a key storage hub that often reflects broader market trends.
The increased supply has led to speculation that the Organization of the Petroleum Exporting Countries (OPEC) might respond by relaxing production limits even more. Analysts at JPMorgan Chase & Co. have put out the theory that OPEC might ramp up the supply even more when it gets together to have a meeting in not too long. If it does do that, the meeting could of course be interpreted as a market share maintenance meeting, but the result could be an even more oversupplied market.
Russia’s Output Rises Despite Sanctions
In the global supply situation, Russian oil exports have increased for two consecutive weeks. For the four weeks ending April 27, crude shipments from Russian ports went up to 3.26 million barrels per day. This is a 1% increase over the previous week, but it is particularly interesting that half of the tankers impacted by sanctions are now back to transporting Russian crude.
The revival of sanctioned ships highlights a slow but clear weakening of enforcement, letting Russia push back into international energy markets. The added flow from one of the world’s top producers could further hammer global prices if demand stays soft. As April comes to a close, the oil market confronts a perfect storm of dwindling demand, swelling inventories, and surging supply. A still-clouded outlook, courtesy of geopolitical tensions and economic uncertainty, does not lend itself to optimism for a near-term recovery. The next few weeks could well determine whether the current downturn will morph into something longer-term.
Mother Dairy will up the price of its milk variants by as much as INR 2 per litre, effective April 30, 2025. The price hike will hit consumers in Delhi-NCR, Uttar Pradesh, Haryana, and Uttarakhand, the six states where the company has its largest markets. A company statement characterized the price increase as a necessary step to counteract sharply rising procurement costs, which the company says have shot up by INR 4 to INR 5 per litre to the dairy cooperative.
The increase in price is a reflection of three things. First, the dairy supply chain has been challenged and is under stress. Second, the chain has experienced disruptions because of severe weather conditions in some parts of the country. And third, those conditions have caused a reduction in milk production and have pushed up the costs of milk and its ingredients.
New Rates Across Milk Variants
The new pricing structure sees the cost of bulk vended toned milk in the Delhi-NCR area move to INR 56 per litre, up from INR 54. Pouched full cream milk will now cost INR 69 per litre, only a slight bump up from the previous price of INR 68. Toned milk in pouches sees a price increase to INR 57 per litre from the previously lower price of INR 56. Double toned milk sees an even more substantial increase in price, jumping to INR 51 per litre (up from INR 49). Cow milk’s price moves to INR 59 per litre, from the previous price of INR 57.
Balancing Consumer Interests and Farmer Support
Although the price increase is likely to affect household budgets, the company maintains that the adjustment is necessary to sustain its overall viability. They see it as a kind of tough love that, instead of pushing all the way for a price that recoups all our higher costs, aims at finding a balance between keeping milk affordable and making sure cattle owners are compensated well enough to stay in the business.
This pricing strategy indicates a continuous strain in the dairy sector between trying to keep prices down for the consumers and assuring “stable, workable prices for farmers and other suppliers.” Even as dairy companies in India adjust upwards to cope with rising input costs, the sector also faces a demand crunch.
Outlook for Consumers and Industry
The latest price hike is just one in a series of cost increases affecting consumers in recent months. Yet, from an industry perspective, it may be essential to enact such moves if the supply chain is to be stabilized and if quality is to be maintained during some pretty adverse climate for the past few years.
Mother Dairy’s announcement also comes against the backdrop of a broader surge in inflation, with various sectors, from auto to travel, upping prices in the early part of 2025. As we move further into summer, the dairy sector will be watched closely to see if further adjustments are made, depending on weather and procurement dynamics.
Swiggy started as a simple service that was just delivering food and has now evolved into a platform that delivers not only food but groceries, essentials, and everything else with a few taps on your phone. Even amidst stiff competition with its largest rival, Zomato, Swiggy has climbed to the top with a staggering 76.35% of the food delivery market in its pocket. But how did it get there? The secret is in its marketing strategy—a mix of innovation, customer focus, and adaptability.
Nandan Reddy, Sriharsha Majety, and Rahul Jaimini’s brainchild, Swiggy, has overcome their initial challenges to emerge as a household name in India’s on-demand meal delivery market. Despite facing setbacks with their previous venture, an e-commerce platform for small businesses, the founders recognised the potential of the hyperlocal market, which led to the creation of Swiggy in 2014.
The early focus of the company on building a strong logistical network and forging valuable partnerships helped the company begin with just six delivery boys and 25 restaurant partners, overcoming the initial hurdle of getting eateries to adopt the service.
Swiggy quickly adapted to the growing demand for on-demand food delivery, and by 2015, it expanded its operations and raised funds of $80 million to fuel its growth. Swiggy’s investment allowed them to expand their reach and operations and connect with over 200,000 partner restaurants in 500 cities across India. In 2024, Swiggy was valued at $11.5 billion and was one of India’s leading meal delivery services.
Though this is Swiggy’s primary audience, the demographic it targets stretches much further. The platform is for people aged from 18 to over 55 years old, without restrictions on profession, demographic area, or interest. Swiggy delivers to anyone who doesn’t want to cook or is unable to, from college students who can’t cook on their own to families who want to avoid cooking on busy days.
Swiggy’s ecosystem is not just about its customer base but also aims at restaurants as key partners. Swiggy’s network consists of these eateries, from small local joints to large chains. Through becoming delivery partners, restaurants use Swiggy’s large audience, while Swiggy makes sure that its customers receive a seamless delivery experience.
With its innovative services, customer-centric approach, and great user experience, Swiggy has transformed India’s food delivery market. In creating a well-rounded marketing mix, Swiggy has not only satisfied the changing needs of consumers but also set standards of excellence for the competitive food tech industry.
Product
At Swiggy’s core, online food ordering and delivery bring customers to their favourite restaurants. Swiggy’s innovation doesn’t stop here. Instamart, which is a grocery delivery service with lightning-fast delivery times, has only further solidified its place as a market leader.
Swiggy Go is an express delivery service for non-food items, and Swiggy Stores is a one-stop shop for daily essentials for customers with diverse needs. The company also gives Swiggy Money as a digital wallet for easy transactions. Swiggy Super (now rebranded as Swiggy One) goes a step further by dedicating its subscription service to elevating customer loyalty to new heights by providing free deliveries, exclusive discounts, and faster service, amongst other perks.
With Swiggy Fresh, Swiggy is focused on fresh produce, and Swiggy Access Kitchens help restaurant partners gain access to rent-free, fully equipped kitchens in underserved areas. The Swiggy Ads platform allows for precise targeting of audiences for businesses, which proves to be a win-win for all stakeholders.
Price
Dynamic pricing strategies help Swiggy strike the perfect balance between affordability and value. Factors such as demand, competition, and delivery distance affect the platform’s pricing, providing customers with the best value. Customers are kept engaged with a lot of frequent discounts, cashback incentives, and exclusive deals that can be availed of by using specific payment methods.
Place
Accessibility and convenience are what their place strategy revolves around. Established across India, Swiggy’s operation spans more than 500 Indian cities, and it has more than 150,000 restaurants as part of its partnerships. Customers can order, track, and pay with their user-friendly app and website.
Hot and fresh deliveries to doorsteps and pick-up options from restaurants are guaranteed by Swiggy’s delivery partners’ fleet. Swiggy is not just diversifying into new markets by delivering groceries, medicines, flowers, and gifts, but also expanding its footprint in the Indian delivery ecosystem beyond food.
Promotion
The promotional strategies of Swiggy focus on making the brand more relatable by executing creative and relatable campaigns. It stands out in terms of its social media presence, with platforms like Instagram, Facebook, and YouTube, which are full of funny and engaging content. #SuperSwiggy and #SwiggyIndia are campaigns that have catchy one-liners and puns that can be related to audiences.
India’s leading food delivery service, Swiggy, has set a path with a marketing blueprint that is both innovative and effective in reaching out to a huge audience. Swiggy has been able to lead the market by leveraging digital platforms and engaging with customers across multiple touchpoints, and has garnered a lot of traffic from various sources. Swiggy’s go-to-market strategy focused on launching in major metro cities with a strong hyperlocal delivery model. It quickly built a reliable fleet for last-mile logistics and partnered with popular restaurants to attract users. Below are the marketing strategy of Swiggy employed by the leading food aggregator in India:
Swiggy SEO Strategy
On-page and off-page SEO is what Swiggy focuses on to improve the visibility of its website on search engines. SEO-friendly elements like H1 and H2 tags like “Hungry?” (H1) and “Order food from your favourite restaurants near you” (H2) make the website SEO-friendly so Google can understand what’s on the page.
Keyword research, interlinking, titles, and alt tags are used well by Swiggy to improve its search ranking. Though the backlinking is not very good, Swiggy still ranks well in the Search Engine Results Pages (SERPs) and is very visible.
Swiggy Social Media Marketing Strategy
Swiggy Social Media
Social media has been masterfully leveraged by Swiggy to connect with its millennial audience on platforms such as Instagram and Twitter. Its Instagram account has over 300K followers and is a mix of witty, topical, and relatable posts that are often designed to entertain as much as they promote food delivery.
Their post about the mysterious monoliths that popped up worldwide in December 2020 is a prime example. But Swiggy used the trend to its advantage and linked it to a sweet Indian dessert to get over 9,000 likes.
Apart from being quick on trends, Swiggy is also known for campaigns that promote user interaction. Their most successful campaign was the #SwiggyVoiceOfHunger challenge, where people using Instagram’s voice note feature stood a chance to win food vouchers for the year.
As a result of this campaign, they saw a 40% increase in followers and a 2,100% increase in traffic. To keep its brand relatable and memorable, Swiggy encourages user-generated content and works with fun, shareable content.
Paid Search Engine Marketing Strategy
Paid search engine marketing is a huge investment for Swiggy to drive traffic to their site and increase their visibility. The keyword ‘Swiggy’ is searched 1.83 million times per month, and Swiggy pays more per click ($0.20) than its rival Zomato ($0.11), according to SEMrush.
So despite the cost, Swiggy’s paid Google ads are working, pulling in a ton of traffic to its platform. The Swiggy website has 4.3 million unique visitors, and paid search ads account for around 3.95% of the traffic, an increase of 9% over the previous year. With this SEM strategy, Swiggy always stays in front of users actively searching for food delivery options.
Email Marketing
Another strong pillar of its digital marketing is Swiggy’s email marketing. Swiggy achieved a CTR of 7% and an open rate of 25% in 2019, which are both very high compared to the average industry rate. In order to improve the effectiveness of its emails, Swiggy teamed up with Netcore Cloud, using AI to power marketing automation.
By working together, Swiggy was able to send emails directly to the primary inboxes of Gmail users, so their promotions and offers didn’t end up in spam folders. In addition to crafting compelling subject lines, concise titles, and strong CTAs to entice recipients to engage with the content, the brand also frequently includes coupons or exclusive deals.
Meme Marketing
With meme marketing, Swiggy has redefined the digital marketing landscape and proved how humour and timely cultural references can help in building impactful brand engagement. In a time when brands are competing to get noticed, Swiggy has managed a unique and effective way to stand out, staying on top of trending topics and making relevant memes for their audience.
Staying relevant and adding its twist to real-time events is one of the key strategies that sets Swiggy apart, and often it’s done through clever memes. One such example is how Swiggy reacted to the farmers’ protest in India. Rather than avoiding difficult or delicate topics, Swiggy leaped in with a well-thought-out and humorous response that is exactly the type of thing you want from a company that can comment intelligently during tense times.
Swiggy’s meme marketing is simple and relevant, and that’s its power. The way it speaks is very much directed at younger audiences, in particular millennials and Gen Z, who are willing to accept authenticity and wit. Swiggy knows that memes are a part of everyday communication and has used them to fuel its social media presence.
TV Advertising
Swiggy’s “Why Is This A Swiggy Ad?” shows the brand’s capacity to enthrall audiences with creativity and innovation through a campaign. The campaign, launched in October, disrupted traditional TV ad formats by using an intriguing question that immediately caught attention: “Why Is This A Swiggy Ad?” It wasn’t just an advertisement; it was a puzzle, a conversation starter, and a channel to involve the audience through user-generated content (UGC).
A strong TV presence backed the campaign, with ads running in prime time slots, many of them featuring mysterious images and questions that would intrigue. The use of social media and print brought viewers to a dedicated website, ‘whyisthisaswiggyad.com’, where they could go even deeper into the mystery and share their theories. Swiggy’s TV ads were carefully placed on relevant shows that were popular with their target demographic, young, urban audiences.
In-App Advertising
With in-app advertising, restaurants find that they can get more visibility. For instance, users might see sponsored restaurant listings up front on the app’s search results, which will then give featured restaurants more visibility.
The ‘Swiggy Pop program’ is a noteworthy feature that displays one item meal at an affordable price in the most prominent section of the app, thus increasing the click-through rates. Restaurants can use these promotions to drive conversions by targeting users based on their preferences and behaviour.
Swiggy Marketing Campaigns
WhatsInAName Campaign
#WhatsInAName Campaign
The #WhatsInAName campaign by Swiggy was a heartwarming success as it encouraged people to remember their delivery partners by their names. By showcasing the personal stories of delivery partners and the need to acknowledge their uniqueness, the campaign resonated with millions of Indians and helped foster respect and empathy.
Voice of Hunger
The creative campaign utilised Instagram’s audio note feature in a fun way. Users were challenged to create sound waveforms in the shape of different food items and send them to the brand via direct message on Swiggy. The brand rewarded participants who completed the challenge with a year’s worth of food vouchers. The campaign was a huge success, and Swiggy got more than 10,000 entries per day.
Swiggy “Karo Phir Jo Chahe Karo”
“Karo Phir Jo Chahe Karo” Campaign
This witty campaign was launched during IPL 2018, and the storyline was simple yet relatable. A man orders just one piece of gulab jamun in a 20-second ad and eats it secretly from his wife. Swiggy’s ad promised to deliver even the smallest orders with convenience, without any complex dialogues. The minimalistic, but charming, approach hit a chord with audiences.
Why Is This A Swiggy Ad?
Why Is This A Swiggy Ad?
“Why Is This A Swiggy Ad?” was a genius user-led campaign that flipped traditional advertising on its head. What started as one mysterious image sparked massive curiosity, making Gen Z and millennials stop scrolling and start talking. Swiggy launched it across billboards, newspapers, and social media—drawing nearly 800,000 responses, wild theories, livestreams, and debates.
It was Swiggy’s marketing strategy that has been the force behind its success in the food delivery space in India. Swiggy has successfully managed to provide for the changing needs of its customers by combining innovation, customer focus, and adaptability.
FAQs
What is Swiggy’s marketing strategy?
The key marketing strategies of Swiggy include SEO strategy, social media strategy, Paid Search Engine Marketing Strategy, Email Marketing, Meme Marketing, and TV Advertising, In-App Advertising.
What made Swiggy successful?
Swiggy is committed towards its delivery partners, and for any delivery business, the most important part of their ventures is the delivery partners. The importance of fair rights towards delivery partners, when combined with other factors such as innovation and a customer-centric approach, play a huge role in the success of Swiggy.
What is the aim of Swiggy?
Swiggy aims to elevate the quality of life of urban consumers by providing them with convenience, which can be experienced with just a click.
The managing director and chief executive officer of IndusInd Bank left his post on April 29, just hours after the stock market closed and right after the bank allegedly announced that it was thinking of redoing assets on its balance sheet, something that S&P Global Ratings had already flagged as a concern. The poor handling of derivatives by the bank was also cited as a reason for Kathpalia’s swift departure. And the bank’s low capital ratios were a huge problem. The bank’s plan was to raise capital through a rights offering; however, the offer was downsized in respect to the amount of stock that insiders would buy.
The resignation comes after a stormy few months for the lender. The Reserve Bank of India (RBI) granted only a one-year extension to Kathpalia, who had been asking for a full three-year term to finish his work. Kathpalia’s exit lines up with that of Deputy CEO Arun Khurana, who has also stepped down and admitted to having a part in overseeing the treasury operations involved in the accounting mess.
Derivatives Discrepancies Rock Bank’s Financials
Central to the crisis is a mismatch in the bookkeeping of the bank’s internal derivative trades. An initial disclosure from IndusInd Bank indicated a possible adverse effect of 2.35% on its net worth as of December 2024. This led to a one-day stock plunge of 26%, incriminating a lot of investor coffers in the bank.
The damage was later estimated by the external audit firm PwC at INR 1,979 crore, slightly lowering the potential impact to 2.27% of net worth. A forensic audit submitted on April 26 by Grant Thornton found that the main reason for the misreporting was the incorrect recording of notional profits from internal derivative trades that were terminated prematurely.
The consequences of these disclosures are being felt at the highest levels of the bank. The following urgent actions are now taking place:
Responsibilities at the senior level are being restructured.
Stricter internal controls are being implemented.
Interim Leadership and Regulatory Response
RBI’s Calming Influence
After high-level departures, IndusInd Bank has asked for the Reserve Bank of India’s approval to set up a committee of senior executives to manage the CEO’s responsibilities during the interim period. The board is said to be reviewing existing leadership positions, with an eye toward sorting out who should be held accountable for what, and going forward, ensuring that lapses of this kind don’t happen again.
In spite of the upheaval, the Reserve Bank of India has tried to calm the market. It has specifically stated that IndusInd Bank is well-capitalized and in good financial health. RBI Governor Sanjay Malhotra has even called it an “episode” instead of a call for the Indian banking system as a whole being under duress, saying that the Indian banking system is safe and stable.
The bank must now confront two tasks: regaining the trust of investors and stabilizing its leadership. Although we can expect continued stock volatility in the short term, the bank’s swift actions, including appointing independent auditors and starting a forensic review, indicate a willingness to address head-on the sorts of internal weaknesses that gave rise to this mess.
Muskaan Kapoor
