Launch · Commerce & Consumer Brands

Swiggy integrates InsanelyGood premium grocery service into Instamart

By Startup Enthusiast · 15 March 2024

What they do

Swiggy operates food delivery and quick commerce services in India

The company is integrating its InsanelyGood premium grocery vertical into the Instamart app interface

This move scales the previously paused service to the entire Bangalore city post-integration

Swiggy is integrating its InsanelyGood premium grocery service with its Instamart quick commerce vertical.
Customers can now access InsanelyGood through a separate entry point on the Instamart app interface.
Operations for InsanelyGood were temporarily paused while this integration process took place in March 2023.
The integrated service will scale to cover the entire Bangalore city after completion.
InsanelyGood offers a high-quality assortment of groceries as a premium delivery service.
Instamart serves as Swiggy's quick commerce vertical offering fast-moving consumer goods.
Swiggy acquired the original entity Supr Daily back in 2018.
Supr Daily was rebranded to InsanelyGood in March 2023 following earlier restructuring.

Swiggy paused Supr Daily due to losses, but the rebranding to InsanelyGood was not a direct result of those losses.
Previous attempts by Supr Daily to expand beyond Bengaluru resulted in operational rollbacks due to losses.
Swiggy brought Supr Daily under its umbrella as a separate unit in September 2021.

Swiggy provides food delivery and quick commerce solutions across Indian cities.
Instamart focuses on delivering fast-moving goods with speed and efficiency.
InsanelyGood targets customers seeking high-quality and premium grocery assortments.
The company operates primarily in Bengaluru where it has scaled its operations.
Swiggy manages multiple verticals including food, groceries, and quick commerce services.
The business model relies on integrating distinct services for better user experience.
Swiggy competes in a crowded market dominated by large tech conglomerates.
The company continues to refine its premium offerings within the grocery sector.
Operational focus remains on scaling successful pilots like the Bangalore expansion.

Swiggy plans to scale InsanelyGood to the entire Bangalore city post-integration.
The company aims to enhance the user experience through unified app interfaces.