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Swiggy takes on Zomato with its own membership program for food delivery

Food ordering and delivery platform Swiggy has launched its membership program called Swiggy SUPER. The company is rolling out 1-month and 3-month subscription plans, with the current fee ranging from Rs 99 – Rs 149 per month.

Swiggy Super: The programme will allow users to get unlimited free deliveries irrespective of the distance or time of day. In addition, the membership program will also offer benefits such as no surge fee and quicker issue resolution through a dedicated customer care team. Swiggy said that the user will have to order for minimum Rs 99 to avail the programme benefits.

Swiggy’s spokesperson told that the company was working on this programme for about six months, and this membership has been rolled out to about 2 lakh users in seven cities in India. Super will be launched for all Swiggy users in the coming months, the company said in its statement.

Swiggy also plans to add more benefits to this membership in the coming months, including exclusive offers from its restaurant and payment partners. “In the coming months, we will continue to bring more value through SUPER by adding more benefits and growing the existing offerings on this service,” said Anuj Rathi, VP of Product at Swiggy.

Swiggy Vs Zomato

This membership programme arms Swiggy to fight Zomato in the food delivery battleground. Interestingly, Zomato launched its loyalty reward points program Piggybank early this month for its food delivery segment.  Piggybank allows users to earn and use points for ordering food via the platform. Zomato has rolled out this programme to select users for free as of now, but going forward it will be converting this programme into a paid subscription program at Rs 299 per year. Zomato recently said that it crossed 200,000 member sign-ups within 48 hours of its launch.

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Founded in 2014, Swiggy has about 35,000 restaurant partners spread across 17 cities. Swiggy currently does 14 million orders per month as on June 2018, according to MediaNama sources.

Zomato, which has its food order and delivery services in 21 cities in India,  launched its online ordering and food delivery services in May 2015, and currently does about 10.5 Million orders a month. Zomato recently said at the time of  Football World Cup, it touched an order run rate of13 million orders in the month.

Zomato said food ordering brought in nearly 30% of the online aggregator’s revenue in FY18, with the share increasing from close to 18% in FY17.  In its earnings call for Q1 FY19, Info Edge’s (Zomato’s parent company) CEO Hitesh Oberoi said that Zomato is “increasingly delivering more and more of using its own delivery system…” On competition with Swiggy, the company added that Zomato is expanding aggressively and that it not only expects the gap to narrow but also overtake it in the coming few months.

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Writes about e-commerce, social media, tech and Internet ecosystem.

MediaNama’s mission is to help build a digital ecosystem which is open, fair, global and competitive.

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