On August 30, ET was the first to report that Swiggy was working on different pricing and service tiers for the One membership, and that it was in talks to roll out bundled plans for the same.
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The firm is launching Swiggy One Lite at an “introductory price” of Rs 99 for three months, it said in a statement. In comparison, the main Swiggy One subscription costs Rs 1,299 for three months without any discounts, whereas Zomato Gold costs Rs 999 for the same duration.
Under Swiggy One Lite, users will get 10 free deliveries on food orders costing more than Rs 149, as well as 10 free deliveries on Instamart orders above Rs 199. They will also get up to 30% discount on orders from certain restaurants “over and above the regular offers”, the company said in a statement.
Beyond food and Instamart, Lite users will get a 10% discount on deliveries by Swiggy’ pick-up-and-drop service Swiggy Genie costing over Rs 60.
Customers using the main Swiggy One subscription get much wider benefits, including unlimited free deliveries over Rs 149 on food and Rs 199 for Instamart, a 10% discount on all Genie orders, and extra offers on Swiggy’s restaurant scouting and booking app DineOut.
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Swiggy did not reveal details on the bundling of One Lite beyond stating that it would be “bundled with products of large brand partners in telecom and banking”.“Nine out of 10 members of Swiggy One use two or more services making it one of the most valuable membership programmes in the country,” said Anurag Panganamamula, vice president of revenue and growth at Swiggy. “After a successful B2B launch with leading players, we’re excited to introduce Swiggy One Lite on the Swiggy platform as a pocket-friendly alternative designed to bring value to our customers, especially those yet to experience the unparalleled benefits of the Swiggy One programme.”
The launch comes just as the festive season—a period of heightened activity for online sales—kicks in. Both Swiggy and Zomato are fighting to increase their share of subscriptions, as they attract customers who make high-volume purchases. In its report for the quarter ended June 30, Zomato said the Gold programme contributes over 30% of the total gross order value (GOV) of its food business, which stood at Rs 7,318 crore that quarter.
Zomato Gold had 1.8 million subscribers as of the quarter ended March. Swiggy One’s subscription stood in the “low-single-digit millions” as of late August, a person in the know told ET.
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