Swiggy integrates morning delivery service InsanelyGood with main app

The service, which was earlier known as SuprDaily, was rebranded as InsanelyGood in March. It currently only operates in Bengaluru, where Swiggy has its headquarters, after a scaledown from six cities last year to reduce cash-burn.

The service is intended to be operated only in Bengaluru for the foreseeable future, a person aware of the matter said. Orders placed on the service before 11 pm usually get fulfilled by 7 am the following day.

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“(InsanelyGood) is currently a pilot in Bengaluru and can be accessed through the ‘InsanelyGood’ tile on the Swiggy platform, which takes you to the app. The InsanelyGood app is also available to download,” a Swiggy spokesperson told ET in a statement.

Prosus-backed Swiggy acquired the firm in 2018 and integrated into a unit under the parent entity in 2021. The move put it in direct competition with the likes of Tata-owned BigBasket, Amazon Fresh and Reliance-owned Milkbasket. Milkbasket is in the process of massively scaling down its team, as first reported by Entrackr.

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This is not the first time a grocery major has integrated services on one app. BigBasket, for instance, brought its key services — the main scheduled delivery service, the quick commerce offering, and the beauty store — onto its main app, internally referred to as its ‘super app’.

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Beyond InsanelyGood and the core food offering, Swiggy’s main app also hosts its pick-and-drop service Genie, restaurant scouting and booking app Dineout, quick commerce service Instamart, and aggregated selling platform Minis.

Swiggy’s key investor Prosus, the Dutch-listed arm of South African technology investor Naspers, had reported in June that the firm’s losses had ballooned 80% year on year in the January-December 2022 period, though food-delivery GMV had also grown 26%.

In May, founder and group CEO Sriharsha Majety said that the firm’s core food delivery business had turned profitable in March 2023, after including all corporate costs but excluding Esops.