Launch · Commerce & Consumer Brands

Swiggy relaunches premium grocery vertical Handpicked

By Startup Enthusiast · 14 June 2024

What they do

Swiggy operates food delivery and quick commerce via Swiggy Instamart

It relaunched Handpicked, a premium grocery service with 10-minute delivery in Bengaluru

The move comes as quick commerce platforms expand into electronics and white goods by Diwali

Swiggy relaunched its premium grocery vertical Handpicked under Swiggy Instamart.
Handpicked offers organic, farm-fresh, locally sourced premium groceries.
It delivers within 10 minutes and is positioned at the bottom right corner of the Instamart app.
Handpicked features over 500 brands including Iyengar’s, Sweet Karam Coffee, Blue Tokai, The Whole Truth, NOTO, and Masterchow.
Swiggy previously had a premium grocery service called InsanelyGood on a separate app, which merged with Instamart in March 2024.
An earlier service also called Handpicked with next-day delivery was shut down in May 2023.
Handpicked is currently available in Bengaluru; Swiggy plans to expand to Delhi and Mumbai soon.
Meanwhile, quick commerce platforms including Swiggy Instamart, Zomato Blinkit, BigBasket BBNow, and Zepto plan to expand into electronics and white goods by Diwali.

Quick commerce now accounts for 35% of FMCG companies' overall ecommerce sales, up from 17.5% the previous year.
Ecommerce already makes up 35-45% of sales in kitchen appliances, handsets, TVs, and microwaves.
Blinkit piloted smartphone sales last year, selling Apple's latest iPhone for a limited period.
Havells sold fans and air-coolers via quick commerce on a pilot basis in summer 2024.
Boat retails five top-selling audio products and wearables through Blinkit and Zepto and plans to sell soundbars.

Swiggy is a food delivery and quick commerce platform operating across India.
Its quick commerce arm Swiggy Instamart delivers groceries and essentials in minutes.
Handpicked offers premium groceries with over 500 brands in categories like organic, farm-fresh, and locally sourced items.
Swiggy also competes in quick commerce with Zomato Blinkit, BigBasket BBNow, and Zepto.
Currently, Blinkit, Zepto, BigBasket, and Swiggy sell small electronics like earbuds, smartwatches, fans, Bluetooth speakers, lighting, mixer-grinders, irons, trimmers, computer peripherals, and streaming devices.
BigBasket plans to sell smartphones via quick commerce by tying up with Tata's electronics retail chain Croma.
Quick commerce platforms are likely to offer only 4-5 top-selling models per category, especially for large appliances.

Swiggy plans to expand Handpicked to Delhi and Mumbai soon.
Quick commerce platforms plan to expand into electronics and white goods by Diwali.
BigBasket will deliver most electronics within 15 minutes and large appliances within 30-45 minutes.