Group CEO and co-founder Sriharsha Majety told a media outlet that Swiggy, a food and grocery delivery service, plans to release its rapid commerce offering, Instamart, as a stand-alone app as part of its multi-app strategy in response to changing consumer preferences.
Instamart will undoubtedly be available on the main Swiggy app. The business is aiming to target clients who are solely interested in a specific offering by releasing a different app. This strategy is similar to that of Chinese internet giants like Meituan and Alibaba, who combine a single app with a number of stand-alone apps designed for particular use cases.
Swiggy is taking a zero-based approach to the market and is operating in an unknown area. Cross-pollination continues to have a significant impact on the Swiggy app thanks to its integrated membership program, card, etc. However, Swiggy co-founder and group CEO Sriharsha Majety told a media outlet on January 9 that Instamart has the ability to surpass food delivery in terms of user base.
Swiggy developing several applications isn’t necessarily a novel tactic, Majety continued. The business has never referred to itself as a superapp. According to him, it is expanding on its strategy of having Supr Daily, Insanely Good, and Dineout as distinct apps.
App to go Live in Few Weeks
In a few weeks, a different Instamart app will launch. Majety added further, “In the early years, we did not see a world with more than 150 million users. Thanks to rapid commerce, we’re now looking at 300–500 million users.”
75 cities now have Instamart, along with new categories. Items are selling more and more when more categories are added. However, even for the rapid commerce category, the organisation has only completed 5–10%. Majety further stated that if fast commerce is to surpass the food delivery industry in terms of user base, the brand wants to gain an early understanding at the 5-10% stage.
According to Majety, the company’s plans for separate apps won’t have a big impact on its efforts to improve consumer recall. With this choice, the corporation is rarely making any new ground. There are numerous templates and businesses, and launching a distinct app is not a particularly novel experience. It is the same tool that customers are familiar with in a certain industry.
Continue to Roll More Apps
Snacc, Instamart, and Dineout will remain separate apps, according to Swiggy, but they will also coexist with the main app. According to media reports, Swiggy plans to release Pyng and another app for Rare in addition to these four.
It makes sense for Rare to be a stand-alone app given its extremely specialised user base, which, according to a media report, will only make up a small portion of Swiggy‘s total user population. With its most recent launch, Pyng, Swiggy will provide carefully chosen professional services like yoga instructors, certified public accountants, and more. Yello was the original name of Pyng, but Swiggy has chosen to change the product’s name. Justdial and Pyng are comparable, but Pyng takes a more targeted approach.
Nitin Konde
