Acquisition project | xSwiggy
📄

Acquisition project | xSwiggy

Strategic Integration Partners


Entertainment & Streaming

Partner

Integration Type

User Benefit

Business Impact

Netflix

• Watch Party + Food • Movie Night Bundles • Show-themed meals

• Complete entertainment • Curated experiences • Social viewing

• Higher AOV • New user segment • Engagement boost

Spotify

• Mood-based food • Dining playlists • Restaurant ambience

• Enhanced experience • Personalization • Atmosphere setting

• User retention • Brand differentiation • Social sharing

Fitness & Health

Partner

Integration Type

User Benefit

Business Impact

HealthifyMe

• Calorie tracking • Meal recommendations • Nutrition goals

• Health monitoring • Goal alignment • Personalized choices

• Health segment • Premium users • Data insights

Cult.fit

• Post-workout meals • Protein-rich menu • Fitness challenges

• Fitness journey • Convenience • Goal support

• Fitness audience • Regular orders • Brand alignment

Productivity

Partner

Integration Type

User Benefit

Business Impact

Calendar Apps

• Meeting meals • Schedule ordering • Team lunches

• Time management • Automated ordering • Team coordination

• B2B growth • Regular orders • Corporate clients

Microsoft Teams

• Group ordering • Meeting integration • Office delivery

• Seamless ordering • Team collaboration • Easy splitting

• Enterprise users • Volume orders • B2B expansion


Integration Success Tracking Framework

1. User Adoption Metrics

Metric

Target

Measurement

Action Trigger

Integration Rate

25% of eligible users

Monthly active users using integration

<15%: Boost awareness

Completion Rate

80%

Successfully completed integrations

<70%: Simplify flow

Active Usage

40% monthly

Monthly active integrated users

<30%: Engagement campaign

Feature Discovery

60%

Users exploring integrated features

<50%: UI/UX review

2. Business Impact Metrics

Metric

Target

Calculation

Action Trigger

AOV Increase

+30%

Integrated vs non-integrated users

<20%: Package optimization

Order Frequency

+40%

Orders per month comparison

<30%: Value proposition review

Revenue Impact

+25%

Revenue per integrated user

<15%: Pricing strategy review

CAC Recovery

-20%

Acquisition cost reduction

<10%: Channel optimization

3. User Experience Metrics

Metric

Target

Measurement

Action Trigger

Integration NPS

60+

User satisfaction survey

<50: Experience audit

Feature Usage

70%

Active feature utilization

<60%: Feature education

Session Time

+25%

Time in app increase

<15%: Engagement review

Sharing Rate

30%

Social shares per user

<20%: Social optimization

4. Technical Performance

Metric

Threshold

Monitoring

Action Trigger

API Latency

<200ms

Average response time

>300ms: Performance optimization

Error Rate

<0.1%

Integration errors

>0.5%: Technical audit

Sync Success

99.9%

Successful syncs

<99%: System review

Load Impact

<10%

App performance impact

>15%: Architecture review

5. Partner Success Metrics

Metric

Target

Measurement

Action Trigger

Partner ROI

3x

Revenue impact for partner

<2x: Value proposition review

Cross-promotion

25%

Cross-platform engagement

<15%: Marketing alignment

Data Sharing

90%

Successful data exchange

<80%: Integration audit

Joint Growth

30%

Combined user growth

<20%: Strategy review

6. Long-term Success Indicators

Timeframe

Metric

Target

Action Points

3 Months

Initial Adoption

15%

• Feature awareness • User education • Early feedback

6 Months

Stable Usage

25%

• Performance optimization • Feature expansion • User retention

12 Months

Market Impact

35%

• Scale optimization • Partnership expansion • Revenue growth


Netflix + Swiggy Mockup


Screenshot 2024-10-26 at 6.36.00 PM.png

ICP 1: Enterprise Entrepreneur Shreyansh

Customer Economics

Metric

Value

Calculation

Average Order Value

₹1,500

Per order basis

Order Frequency

15/month

Based on team size

Customer Lifetime

24 months

B2B retention data

Total Orders

360

15 orders × 24 months

Lifetime Value (LTV)

₹540,000

₹1,500 × 360 orders

Target CAC

₹54,000

10% of LTV

Payback Period

3 months

Based on order volume

Primary Channel Selection: LinkedIn Ads + Direct Sales

Channel Metrics

Values

Justification

CPM (LinkedIn)

₹800

B2B targeting premium

CTR

2.1%

Industry benchmark

Landing Page CVR

4.5%

B2B optimization

Sales Call CVR

25%

Direct sales efficiency

CAC Breakdown

₹45,000

Below target CAC

Marketing Pitch:

Headline: "Transform Your Corporate Food Management with Swiggy for Business"

Primary Message: "Enterprise-grade food delivery solutions that scale with your business"

Value Propositions:

  1. Centralized Billing
  • Single monthly invoice
  • GST compliance
  • Department-wise tracking
  • Expense management
  1. Team Management
  • Multi-user access
  • Budget controls
  • Order scheduling
  • Dietary preferences
  1. Corporate Benefits
  • Volume discounts
  • Priority support
  • Dedicated account manager
  • Custom solutions
  1. Analytics & Control
  • Usage dashboard
  • Cost optimization
  • Team satisfaction
  • Trend analysis

Channel-Specific Messaging:

LinkedIn Ad:

Headline: "Streamline Your Corporate Food Management"

Body: "Join 1000+ companies saving 30% on food management costs.

- Single Monthly Invoice

- Volume Discounts

- Dedicated Support

- Real-time Analytics

Book a demo to transform your corporate food operations."

CTA: "Schedule Demo"

ICP 2: Time-Starved Neha

Customer Economics

Metric

Value

Calculation

Average Order Value

₹400

Per order basis

Order Frequency

8/month

Usage patterns

Customer Lifetime

18 months

Retention data

Total Orders

144

8 orders × 18 months

Lifetime Value (LTV)

₹57,600

₹400 × 144 orders

Target CAC

₹5,760

10% of LTV

Payback Period

2 months

Based on frequency

Primary Channel Selection: Instagram + Google Search

Channel Metrics

Values

Justification

CPM (Instagram)

₹200

Urban targeting

CTR

3.2%

Creative optimization

App Install Rate

35%

Category benchmark

Activation Rate

65%

First order completion

CAC Breakdown

₹4,800

Below target CAC

Marketing Pitch:

Headline: "Your Time Back, Delivered"

Primary Message: "Quality meals delivered in 30 minutes, because your time matters"

Value Propositions:

  1. Time Savings
  • 30-minute delivery
  • Pre-scheduling
  • Quick reorder
  • Saved preferences
  1. Quality Assurance
  • Restaurant curation
  • Real-time tracking
  • Quality guarantee
  • Temperature control
  1. Lifestyle Integration
  • Health tags
  • Calorie tracking
  • Dietary filters
  • Portion control
  1. Rewards Program
  • Instant savings
  • Priority delivery
  • Premium features
  • Special access

Channel-Specific Messaging:


Instagram Story Ad:

Headline: "More Time for What Matters"

Visual: Split-screen lifestyle moments + food

Body: "Quality meals delivered in 30 minutes

- Curated restaurants

- Real-time tracking

- Health-conscious options

- Instant rewards

Join 5M+ professionals saving 2 hours daily."

CTA: "Order Now"

CAC to LTV Ratio Analysis

Enterprise Entrepreneur Shreyansh


LTV = ₹540,000

CAC = ₹45,000

LTV:CAC = 12:1

Ratio Defense:

  1. High Order Value
  • Premium services
  • Bulk ordering
  • Regular usage
  1. Extended Lifetime
  • Contract basis
  • System integration
  • Switching costs
  1. Additional Revenue
  • Upselling opportunities
  • Cross-selling services
  • Reference value
  1. Cost Efficiency
  • Targeted acquisition
  • Direct sales
  • High conversion

Time-Starved Neha


LTV = ₹57,600

CAC = ₹4,800

LTV:CAC = 12:1

Ratio Defense:

  1. Frequency Optimization
  • Regular usage
  • Habit formation
  • Category expansion
  1. Value Maximization
  • Premium features
  • Subscription model
  • Cross-category usage
  1. Network Effect
  • Referral program
  • Social sharing
  • Group ordering
  1. Retention Strategy
  • Loyalty program
  • Personalization
  • Premium service

Hypothetical Channel Performance Metrics

LinkedIn (Shreyansh)

Metric

Target

Actual

Impact

CPM

₹800

₹780

+2.5%

CTR

2.1%

2.3%

+9.5%

CVR

4.5%

4.8%

+6.7%

CAC

₹45,000

₹42,000

+6.7%

Instagram (Neha)

Metric

Target

Actual

Impact

CPM

₹200

₹185

+7.5%

CTR

3.2%

3.5%

+9.4%

CVR

35%

38%

+8.6%

CAC

₹4,800

₹4,400

+8.3%

Screenshot 2024-10-26 at 6.08.42 PM.png

Identify the right loop type



Screenshot 2024-10-26 at 6.10.09 PM.png

1. Social Media Platforms

Platform

Engagement Rate

Content Type Suitability

Reach

Priority Score

Best Use Case

Instagram

High (4.7%)

• Food photography • Stories • Reels • Behind-the-scenes • User testimonials

Urban youth 18-34 age group 150M+ users

9/10

• Visual storytelling • Influencer collaborations • UGC amplification • Live food updates

Facebook

Medium (2.1%)

• Community posts • Events • Long-form content • Reviews • Group discussions

Wide demographic 25-54 age group 400M+ users

7/10

• Community building • Local targeting • Event promotion • Review sharing

Twitter

Medium (1.5%)

• Quick updates • Customer service • Trends • Real-time engagement

Urban professionals 21-45 age group 30M+ users

6/10

• Real-time support • Trend hijacking • Quick announcements • Viral marketing

LinkedIn

Low (0.8%)

• Corporate updates • Business solutions • Industry insights • B2B content

Professionals 25-45 age group 85M+ users

5/10

• B2B marketing • Corporate deals • Partner announcements • Success stories

2. Content Sharing Platforms

Platform

Engagement Rate

Content Type Suitability

Reach

Priority Score

Best Use Case

YouTube

High (3.2%)

• Recipe videos • Chef stories • Behind-the-scenes • How-to content

All demographics 400M+ users

8/10

• Long-form content • Educational series • Brand storytelling • Partner showcases

WhatsApp

Very High (6.5%)

• Order updates • Promotional messages • Referral sharing • Group orders

Mass market 500M+ users

9/10

• Direct marketing • Order sharing • Group ordering • Customer service

Telegram

Medium (2.3%)

• Channel updates • Exclusive offers • Community engagement • Bot interactions

Tech-savvy users 50M+ users

6/10

• Deal channels • Automated support • Community building • Flash sales

3. Quick Content Platforms

Platform

Engagement Rate

Content Type Suitability

Reach

Priority Score

Best Use Case

Inshorts

Medium (2.8%)

• Quick updates • Food trends • City launches • Offer announcements

Urban readers 50M+ users

7/10

• News distribution • Quick updates • Market expansion • Offer promotion

Snapchat

High (4.1%)

• AR filters • Quick stories • Location-based • Youth content

Young users 15-25 age group 100M+ users

7/10

• Youth engagement • Location filters • AR experiences • Quick sharing

4. Blogs and Websites

Platform

Engagement Rate

Content Type Suitability

Reach

Priority Score

Best Use Case

Medium

Low (1.2%)

• Industry insights • Success stories • Tech blogs • Culture posts

Professional readers 20M+ users

6/10

• Thought leadership • Tech stories • Culture sharing • Deep dives

Company Blog

Medium (2.5%)

• Product updates • Feature launches • Restaurant stories • Team culture

Direct audience 5M+ users

8/10

• SEO content • Feature education • Brand stories • Partner highlights

Food Blogs

High (3.8%)

• Restaurant reviews • Food trends • Recipe sharing • Local guides

Food enthusiasts 30M+ users

8/10

• Food content • Partner promotion • Local guides • Trend coverage

5. Online Communities and Forums

Platform

Engagement Rate

Content Type Suitability

Reach

Priority Score

Best Use Case

Reddit

Medium (2.4%)

• AMAs • Community discussions • City specific • Support queries

Tech-savvy users 25M+ users

7/10

• Community engagement • Market research • Support threads • Local discussions

Quora

Low (1.1%)

• Q&A content • Expert answers • Service explanations • Use cases

Knowledge seekers 100M+ users

6/10

• Brand awareness • Query resolution • Expert positioning • Service education

City Forums

Medium (2.7%)

• Local updates • City launches • Community events • Local offers

Local communities Varies by city

7/10

• Local engagement • Community building • Event promotion • Location targeting

6. Content Aggregation Sites

Platform

Engagement Rate

Content Type Suitability

Reach

Priority Score

Best Use Case

Flipboard

Low (0.9%)

• Industry news • Food trends • Market updates • Feature stories

Professional readers 10M+ users

5/10

• News distribution • Industry updates • Feature highlights • Trend sharing

Google Discover

High (3.5%)

• Trending content • Local news • Food stories • Visual content

Mass market 100M+ users

8/10

• Content discovery • Local targeting • Trend coverage • Visual stories

Apple News

Medium (2.2%)

• Premium content • Feature stories • Brand updates • Industry news

iOS users 15M+ users

6/10

• Premium audience • Feature stories • Brand updates • News distribution

Content Distribution Priority Matrix

Priority Level

Platforms

Focus Areas

Resource Allocation

High Priority

• Instagram • WhatsApp • YouTube • Company Blog

• Visual content • Direct messaging • Video content • Brand stories

50% of resources

Medium Priority

• Facebook • Twitter • Food Blogs • Reddit

• Community content • Real-time engagement • Reviews • Discussions

30% of resources

Low Priority

• LinkedIn • Quora • Flipboard • Apple News

• Corporate updates • Q&A content • News aggregation • Premium content

20% of resources

Spread through user engagement


Screenshot 2024-10-26 at 6.13.08 PM.png



For Enterprise Entrepreneur Shreyansh

Article 1: "Complete Guide to Corporate Food Delivery: Transform Your Office Meals"

Meta Title: Corporate Food Delivery Solutions: Complete Guide for Businesses [2024]

Meta Description: Transform your office meals with corporate food delivery. Learn about bulk ordering, cost optimization, and managing large-scale food delivery for your team.

Sections:

  1. Introduction: The Evolution of Corporate Food Delivery
  2. Benefits of Organized Food Delivery for Businesses
  3. Cost Analysis: Traditional vs. Corporate Food Delivery
  4. Managing Large Team Orders Efficiently
  5. Corporate Meal Plans and Subscriptions
  6. Tax Benefits and Corporate Billing
  7. Case Studies: Successful Implementation
  8. How to Choose the Right Corporate Food Partner

Article 2: "Office Lunch Solutions: A Business Owner's Guide to Food Delivery"

Meta Title: Office Lunch Delivery Guide: Solutions for Business Owners [2024]

Meta Description: Discover comprehensive office lunch delivery solutions. Learn about cost-effective options, managing team preferences, and scaling food delivery for your business.

Sections:

  1. The Impact of Organized Office Lunches
  2. Calculating ROI on Corporate Food Programs
  3. Managing Dietary Preferences at Scale
  4. Bulk Ordering Best Practices
  5. Technology Integration for Food Management
  6. Employee Satisfaction and Retention
  7. Budget Optimization Strategies
  8. Implementation Roadmap

For Time-Starved Neha

Article 1: "Quick Food Delivery Guide: Best Options for Busy Professionals"


Meta Title: Quick Food Delivery Guide for Busy Professionals [2024 Update]

Meta Description: Discover the best quick food delivery options for professionals. Learn time-saving tips, healthy choices, and maximizing food delivery efficiency.

Sections:

  1. The Modern Professional's Food Dilemma
  2. Time-Saving Food Delivery Hacks
  3. Healthy Options for Busy Schedules
  4. Cost vs. Time: Making Smart Choices
  5. Meal Planning with Delivery Apps
  6. Late Night Delivery Solutions
  7. Quality Assurance Tips
  8. Maximizing Delivery App Benefits

Article 2: "Healthy Food Delivery: Complete Guide for Working Professionals"


Meta Title: Healthy Food Delivery Guide for Working Professionals [2024]

Meta Description: Master healthy food delivery options while maintaining a busy lifestyle. Learn about nutritious choices, time management, and smart ordering strategies.

Sections:

  1. Balancing Health and Convenience
  2. Nutritious Options on Delivery Apps
  3. Time-Smart Ordering Strategies
  4. Cost-Effective Healthy Choices
  5. Meal Prep vs. Daily Delivery
  6. Managing Special Dietary Needs
  7. Quality and Freshness Tips
  8. Building Healthy Delivery Habits

Content Distribution Strategy

Enterprise Content Distribution

  1. LinkedIn Business Posts
  2. Corporate Email Newsletters
  3. B2B Platforms
  4. Business Publications
  5. Industry Forums

Professional Content Distribution

  1. Instagram Stories/Posts
  2. Professional Networks
  3. Urban Lifestyle Blogs
  4. Food & Wellness Platforms
  5. Professional Forums

1. Instagram Experiments

Current Metrics

Metric

Value

Benchmark

CPM

₹180

Industry: ₹200

CTR

3.2%

Industry: 2.8%

Install Rate

35%

Industry: 30%

First Order Rate

65%

Industry: 55%

CAC

₹4,800

Target: ₹4,000

Day 30 Retention

45%

Target: 55%

Experiment A: Tiered Creative Testing

Hypothesis: Showing tiered premium benefits in ad creative will attract higher-value users and improve retention.

 

Test Structure:

Control: Standard food delivery creative

Variant A: Premium restaurant partnerships

Variant B: Subscription benefits showcase

Variant C: Lifestyle integration stories

Implementation:

  1. Creative Setup
  • Segment: Urban professionals
  • Ad Format: Instagram Stories
  • Duration: 14 days
  • Budget: ₹10,00,000 per variant
  1. Content Strategy

 

Control: "Food delivered in 30 minutes"

Variant A: "Premium restaurants, exclusive to Swiggy"

Variant B: "Save ₹3000/month with Swiggy ONE"

Variant C: "Your lifestyle, delivered"

  1. Targeting Optimization

 

Primary: Look-alike audiences from top 10% users

Secondary: Interest-based targeting

Location: Top 8 metros

Age: 25-40 years

Success Metrics:

Metric

Current

Target

Tracking Frequency

Install Quality

35%

45%

Daily

D1 Order Rate

65%

75%

Daily

D30 Retention

45%

55%

Monthly

Average Order Value

₹350

₹450

Weekly

Experiment B: Engagement-First Funnel

Hypothesis: Building engagement before conversion will reduce CAC and improve user quality.

Implementation:

  1. Funnel Design

 

Stage 1: Food content engagement

Stage 2: Restaurant discovery

Stage 3: App install promotion

Stage 4: First order incentive

  1. Stage-wise Content Matrix

Stage

Content Type

Goal

Duration

Creative Format

Call to Action

Awareness

Food Reels

Engagement

Days 1-3

• 15s vertical videos • Food unwrapping • Chef specials • Kitchen stories

• Follow • Save • Share

Interest

Restaurant Stories

Profile Visits

Days 4-5

• Behind the scenes • Restaurant showcases • Exclusive menus • Chef interviews

• Visit Profile • More Info • Swipe Up

Consideration

UGC Content

Save/Share

Days 6-7

• Customer reviews • Food photography • Delivery experience • Testimonials

• Learn More • Save Post • Share Experience

Action

Install Ads

Conversion

Days 8-10

• App features • Offer highlights • Quick tutorials • Value proposition

• Install Now • Order Food • Get Started

3.  Targeting Strategy

Initial: Broad food interest audience

Refinement: Engaged users from Stage 1

Conversion: High-intent signals from Stages 2-3

Success Metrics:

Metric

Current

Target

Impact

Engagement Rate

4%

8%

Audience quality

CPM

₹180

₹150

Cost efficiency

CTR

3.2%

4.5%

Interest validation

CAC

₹4,800

₹3,600

Cost reduction

2. Google Search Ads Experiments

Current Metrics

Metric

Value

Benchmark

CPC

₹12

Industry: ₹15

CTR

4.5%

Industry: 3.8%

Conversion Rate

28%

Industry: 25%

CAC

₹5,200

Target: ₹4,500

Order Value

₹400

Target: ₹500

Experiment A: Intent-Based Bidding

Hypothesis: Dynamic bid adjustment based on keyword intent signals will improve user quality and reduce CAC.

Implementation:

  1. Keyword Segmentation

High Intent:

- "food delivery near me"

- "order [cuisine] online"

- "best restaurants delivery"


Medium Intent:

- "food delivery apps"

- "online food ordering"

- "restaurant delivery"


Low Intent:

- "food delivery reviews"

- "compare food apps"

- "delivery options"

  1. Keyword Intent Matrix

Intent Level

Keyword Types

Example Keywords

Bid Strategy

Landing Page Type

High Intent

• Direct ordering • Specific cuisine • Location-based • Brand terms

• "order pizza delivery" • "chinese food near me" • "Swiggy food delivery" • "restaurants open now"

• Base bid +30% • Peak hour boost • Location multiplier

Direct order flow

Medium Intent

• Category searches • App comparison • Generic delivery • Feature queries

• "food delivery apps" • "best delivery service" • "online food ordering" • "food delivery offers"

• Base bid • Time-based adjustment • Area-based standard

Feature comparison

Low Intent

• Information seeking • Reviews • Pricing queries • General research

• "food delivery reviews" • "delivery app prices" • "compare food apps" • "how food delivery works"

• Base bid -20% • Off-peak reduction • Standard targeting

Educational content

 
3. Quality Score Optimization


Landing Page Variants:

High Intent: Direct to restaurant list

Medium Intent: Feature comparison

Low Intent: Trust building content

Success Metrics:

Metric

Current

Target

Tracking

Conversion Rate

28%

35%

Daily

CAC

₹5,200

₹4,200

Daily

Order Value

₹400

₹500

Weekly

Customer LTV

₹57,600

₹72,000

Monthly

Experiment B: Location-Based Landing Pages

Hypothesis: Hyper-local landing pages with real-time restaurant data will improve conversion rates and user quality.

Implementation:

  1. Page Components

 

Dynamic Elements:

- Live restaurant status

- Local bestsellers

- Area-specific offers

- Delivery time estimatesContent Personalization

  1. Content Personalization Matrix

Element

Variants

Data Points

Testing Method

Success Metric

Hero Section

• Local imagery • Area landmarks • Community events • Cultural elements

• Location data • Cultural calendar • Local partnerships • User preferences

A/B testing

Bounce rate

Restaurant List

• Neighborhood favorites • Popular chains • New arrivals • Special occasions

• Order history • Rating patterns • Launch dates • Event calendar

Multivariate

CTR to menu

Offer Display

• Area-specific deals • Time-sensitive offers • Package deals • Loyalty rewards

• Local promotions • Peak hours • Bundle performance • User segments

Split testing

Conversion rate

Social Proof

• Local reviews • Community ratings • Influencer content • User photos

• Review database • Rating system • UGC platform • Photo gallery

Dynamic allocation

Trust metrics | Element | Variation | Purpose | |---------|-----------|----------| | Hero Section | Local landmarks | Trust building | | Restaurant List | Neighborhood favorites | Relevance | | Offers | Area-specific deals | Conversion | | Social Proof | Local reviews | Credibility |

 

  1. Technical Setup

Implementation Stack:

- Dynamic routing

- Location API integration

- Real-time data fetching

- Performance optimization

Success Metrics:

Metric

Current

Target

Impact

Page Load Time

3s

<2s

Bounce rate

Conversion Rate

28%

38%

Revenue

CAC

₹5,200

₹3,900

Profitability

Local Retention

45%

60%

LTV

Experiment Tracking Framework

Daily Monitoring

Metric

Tool

Alert Threshold

CPM/CPC

Channel dashboards

+/- 20%

CTR

Analytics

+/- 15%

Conversion Rate

Internal tools

+/- 10%

CAC

Business intelligence

+/- 25%

Weekly Analysis

  1. Cohort Performance
  • D7 retention
  • Order frequency
  • Average order value
  • Category exploration
  1. Quality Indicators
  • Order completion rate
  • Support ticket rate
  • Payment success rate
  • Review ratings
  1. Revenue Impact
  • Revenue per user
  • Contribution margin
  • Channel ROI
  • LTV projections

Optimization Triggers

Metric

Threshold

Action

CPM Increase

>15%

Creative refresh

CTR Drop

>10%

Audience adjustment

CAC Spike

>20%

Bid optimization

Quality Drop

>25%

Targeting review


Screenshot 2024-10-26 at 5.37.29 PM.png


Market Size Calculation

TAM (Total Addressable Market)

Component

Calculation

Value

India's Population

Base population

1.4 Billion

Urban Population

35% of total

490 Million

Smartphone Users

75% of urban

367.5 Million

Food Delivery Users

30% of smartphone users

110.25 Million

Average Order Value

₹350 per order

₹350

Average Orders/Year

24 orders per user

24

TAM Value

110.25M × ₹350 × 24

₹926,100 Crore

SAM (Serviceable Addressable Market)

Component

Calculation

Value

Cities with Infrastructure

500 cities

300 Million

Digital Payment Users

65% of city population

195 Million

Delivery Viable Users

40% of digital users

78 Million

Average Order Value

₹350 per order

₹350

Average Orders/Year

24 orders per user

24

SAM Value

78M × ₹350 × 24

₹655,200 Crore

SOM (Serviceable Obtainable Market)

Component

Calculation

Value

Market Share Target

45% of SAM

35.1 Million

Active Users

Regular ordering users

35.1 Million

Average Order Value

₹350 per order

₹350

Average Orders/Year

24 orders per user

24

SOM Value

35.1M × ₹350 × 24

₹294,840 Crore

Market Segmentation

Segment

% Share

Value (Crore)

Key Characteristics

Metro Cities

45%

₹132,678

High frequency, Higher AOV

Tier 1 Cities

30%

₹88,452

Growing rapidly, Medium AOV

Tier 2 Cities

15%

₹44,226

Emerging market, Lower AOV

Tier 3+ Cities

10%

₹29,484

New market, Value conscious

Growth Drivers

  1. Demographic Factors:
  • Growing urban population: +2.3% YoY
  • Rising disposable income: +8% YoY
  • Increasing smartphone penetration: +12% YoY
  • Digital payments adoption: +15% YoY
  1. Market Trends:
  • Cloud kitchen growth: +25% YoY
  • Quick commerce adoption: +35% YoY
  • Premium segment expansion: +20% YoY
  • Subscription model growth: +40% YoY

Category-wise Potential

Category

Market Share

Growth Rate

Value Potential

Food Delivery

70%

25%

₹206,388 Cr

Quick Commerce

20%

40%

₹58,968 Cr

Other Services

10%

30%

₹29,484 Cr

Customer Lifetime Value Analysis

Segment

Avg. Order Value

Orders/Year

Customer Life

CLV

Premium

₹500

36

3 years

₹54,000

Regular

₹350

24

2 years

₹16,800

Value

₹200

12

1 year

₹2,400

Competition Analysis

Competitor

Market Share

Strength Areas

Zomato

45%

Restaurant network

ONDC

5%

Government backing

Others

5%

Local presence

Swiggy

45%

Tech & logistics

Revenue Projections (5 Years)

Year

Users (M)

AOV (₹)

Orders/Year

Revenue (Cr)

Growth

2024

35.1

350

24

294,840

Base

2025

42.1

375

26

410,475

39%

2026

50.5

400

28

564,800

38%

2027

60.6

425

30

772,650

37%

2028

72.7

450

32

1,046,880

36%


Product


What is the fundamental need or want that the product is solving for?

Primary Needs:

  • Hunger satisfaction with convenience
  • Time-saving for busy professionals/families
  • Access to a variety of food options
  • Avoiding cooking effort
  • Instant gratification of food cravings

    Secondary Needs:
  • Social status (ordering from premium restaurants)
  • Group dining coordination (office/party orders)
  • Late-night food accessibility
  • Dietary preference satisfaction
  • Weather avoidance (rainy/hot days)

What are the basic features and functionalities that the product provides?


Core Features:

  • Restaurant discovery & menu browsing
  • Order placement & payment
  • Real-time delivery tracking
  • Address management
  • Payment options (cards, UPI, COD)

Supporting Features:

  • Restaurant ratings & reviews
  • Order history & reordering
  • Customer support
  • Delivery instructions
  • Estimated delivery time


How else were people solving the problem?

Pre-Swiggy Era:

  1. Direct Restaurant Contact
  • Calling restaurants directly
  • Limited to restaurants with delivery service
  • No real-time tracking
  • Cash payment only usually
  1. Self-Pickup
  • Visiting restaurants personally
  • Takeaway options
  • Time-consuming
  • Weather dependent
  1. Home Cooking
  • Grocery shopping
  • Cooking time investment
  • Limited variety
  • Planning needed
  1. Local Delivery Services
  • Restaurant-specific delivery boys
  • Limited radius
  • No standardization
  • Limited payment options


Users


ICPs


Dimension

Time-Starved Neha

Busy Parent Priya

Budget-Conscious Kaushik

Double-Income Duo (Dev & Aishwarya)

Enterprise Entrepreneur Shreyansh

Age & Life Stage

25-35, Single/Early Career

32-45, Married with Kids

18-24, Student

28-35, DINK Couple

35-50, Established Professional

Demographics

• Income: ₹12-20 LPA• Metro cities>• Post-graduate• Tech/Finance professional• Lives alone/with roommates

• Household: ₹15-25 LPA• Tier 1 & 2 cities• Graduate• 2-3 kids• Nuclear family setup

• Allowance: ₹15-25K/month• College towns• Student• Lives in hostel/PG• Shared living

• Combined: ₹20-30 LPA• Metro cities• Double professionals• No kids• Own apartment

• Business: ₹50L-2Cr revenue• Tier 1 & 2 cities• Team of 10-50• Office setup• Multiple locations

Primary Needs

• Quick meals• Healthy options• Reliability• Quality assurance• Time savings

• Family meals• Value for money• Variety• Safe packaging• Convenient ordering

• Affordable food• Quick delivery• Late night options• Group ordering• Deals & discounts

• Premium experiences• New cuisines• Quality service• Weekend specials• Convenience

• Bulk ordering• Corporate billing• Reliable service• Quality consistency• Professional support

Order Frequency

8-10 times/month

4-6 times/month

12-15 times/month

10-12 times/month

15-20 times/month

Goals

• Career growth• Work-life balance• Health maintenance• Time optimization• Quality lifestyle

• Family nutrition• Time management• Budget control• Kid-friendly meals• Occasional treats

• Good grades• Social life• Budget management• Convenience• Peer acceptance

• Lifestyle experiences• Quality time• New experiences• Social status• Convenience

• Business growth• Team satisfaction• Cost efficiency• Professional image• Time management

Swiggy Solutions

• Swiggy ONE membership• Priority delivery• Healthy tags• Multiple payment options• Cross-category service

• Family packs• Safety assurance• Kid-friendly filters• Scheduled delivery• Multiple addresses

• Student discounts• Late night delivery• Group ordering• Split payments• Budget filters

• Premium restaurants• Priority support• Quality assurance• Experience curation• Elite membership

• Corporate account• Bulk ordering• Invoice generation• Dedicated support• Analytics dashboard

Behavior Patterns

• Weekday lunch orders• Late dinner orders• Quick browsing• Repeat orders• Multi-category usage

• Weekend family meals• Advance planning• Menu research• Safety checks• Regular feedback

• Late night orders• Group decisions• Deal hunting• Quick ordering• Social sharing

• Weekend brunches• Date night dinners• Premium selection• Experience focus• Regular reviews

• Lunch orders• Meeting catering• Scheduled delivery• Bulk ordering• System integration

Marketing Pitch

"Your personal food assistant - Quality meals delivered when you need them"

"Family meals made easy - Variety, value, and convenience for your loved ones"

"Great food that fits your budget and schedule"

"Curated dining experiences delivered to your doorstep"

"Professional food delivery solutions for growing businesses"

Average Spend

₹400-600/order

₹800-1200/order

₹200-300/order

₹700-900/order

₹1500-2500/order

Value-Accessibility

8/10

7/10

9/10

6/10

8/10

Value-Experience

9/10

7/10

6/10

9/10

8/10

Pain Points

• Inconsistent quality• Delivery delays• Limited healthy options• Peak hour unavailability

• Portion size issues• Temperature control• Delivery coordination• Budget management

• Minimum order values• Limited late-night options• Split payment issues• Delivery radius

• Premium restaurant availability• Quality consistency• Special requests handling

• Order coordination• Billing complexity• Delivery timing• Quality maintenance

Preferred Channels

• Mobile app• Email• Push notifications• Instagram

• WhatsApp• SMS• Television• Facebook

• Instagram• Snapchat• Campus marketing• WhatsApp

• Instagram• Email• In-app notifications• Premium content

• Email• Corporate portal• LinkedIn• Direct sales

Growth Potential

• Premium features• Cross-category usage• Subscription upgrades

• Party orders• Grocery integration• Membership upgrade

• Post-college retention• Category expansion• Group subscriptions

• Premium services• Experience packages• Cross-category premium

• Multiple locations• Service expansion• Analytics integration

Retention Strategy

• Personalized recommendations• Priority support• Health tracking• Loyalty rewards

• Family programs• Safety certificates• Kids-special menu• Family rewards

• Student discounts• Group benefits• Peer programs• Campus rewards

• Premium benefits• Experience curation• Elite status• Special access

• Volume discounts• Account management• Custom solutions• Business rewards

Success Metrics

• Order frequency• Cross-category usage• Premium adoption• Referral rate

• Order size• Safety ratings• Family engagement• Review scores

• Group size• Deal utilization• Network effect• Retention post-college

• Premium spend• Experience ratings• Category exploration• Social sharing

• Order volume• Team satisfaction• System adoption• Business growth

Seasonal Patterns

• Higher usage in work peaks• Month-end spurts• Late evening concentration• Weekday focus• Project deadline correlation

• School holiday patterns• Weekend family time• Festival season peaks• Vacation periods• Event-based ordering

• Exam period spikes• Semester patterns• College event correlation• Weekend socializing• Study group sessions

• Weekend/holiday focus• Travel season dips• Special occasion spikes• Event-based ordering• Social calendar alignment

• Business cycle aligned• Quarter-end peaks• Meeting patterns• Client visit correlation• Team size fluctuation

Tech Adoption Score

4.8/5• Early adopter• Feature explorer• Digital native• Multi-platform user• Tech trend follower

3.5/5• Practical adopter• Safety-focused• Convenience seeker• Basic feature user• Stability preferred

4.5/5• Tech-native• Platform switcher• Feature maximizer• Social integrator• Trend adopter

4.7/5• Innovation seekers• Premium feature users• Experience focused• Multi-device users• Early adopters

4.0/5• System-focused• Integration seeker• Efficiency driven• Analytics user• Process optimizer

Loyalty Indicators

• Brand loyal if consistent• Quality-driven retention• Service sensitivity• Premium feature adoption• Cross-category loyal

• Value-driven loyalty• Safety record important• Family feedback crucial• Long-term relationship• Brand trust priority

• Deal-driven switching• Price sensitivity high• Peer influence strong• Short-term focused• Promotion responsive

• Experience-loyal• Quality-driven retention• Innovation seeking• Brand conscious• Premium service focused

• Service-loyal• Reliability dependent• Contract focused• System integration key• Professional service priority

Future Opportunities

• Health tech integration• AI-driven preferences• Meal planning features• Wellness tracking• Professional networking

• Family meal planning• Kids ordering features• Safety tracking• Family accounts• Event planning

• Student community features• Group gamification• Campus integration• Education partnerships• Career transition program

• Premium experiences• Couple-specific features• Lifestyle integration• Social sharing tools• Experience curation

• Enterprise solutions• Team analytics• Multi-location control• Budget optimization• Client entertainment

Platform Usage

• Mobile app: 80%• Desktop: 15%• Tablet: 5%• Peak hours: 1pm, 8pm• Feature exploration: High

• Mobile app: 70%• Desktop: 20%• Tablet: 10%• Peak hours: 6pm, 8pm• Feature exploration: Medium

• Mobile app: 95%• Desktop: 5%• Peak hours: 4pm, 11pm• Feature exploration: Medium-High• Group features: High

• Mobile app: 85%• Desktop: 10%• Tablet: 5%• Peak hours: 11am, 8pm• Feature exploration: Very High

• Mobile app: 40%• Desktop: 55%• Tablet: 5%• Peak hours: 11am, 3pm• Feature exploration: Medium

Content Engagement

• Quick reviews• Health content• Time-saving tips• Professional networking• Lifestyle content

• Safety information• Family nutrition• Kids menu content• Parent community• Recipe sharing

• Deal alerts• Student content• Social features• Group activities• Campus news

• Food trends• Premium content• Experience stories• Lifestyle blogs• Social sharing

• Business solutions• Case studies• Analytics reports• Team management• Industry news

Decision Drivers

1. Time saving 2. Quality 3. Convenience 4. Health factor 5. Professional image

1. Family preference 2. Value for money3. Safety 4. Convenience5. Portion size

1. Price2. Deals3. Speed4. Group consensus5. Variety

1. Quality2. Experience3. Convenience4. Innovation5. Status

1. Reliability2. Efficiency3. Cost control4. Quality5. Professional service

Risk Factors

• Service inconsistency• Quality variation• Time sensitivity• Health concerns• Price premium

• Safety concerns• Budget overruns• Family disagreement• Delivery timing• Quality consistency

• Budget constraints• Service variability• Group conflicts• Time pressure• Limited options

• Service gaps• Quality inconsistency• Premium availability• Experience matching• Price sensitivity

• Service reliability• Scale issues• Budget control• Quality maintenance• Team satisfaction

Support Preferences

• Chat support• Quick resolution• Self-service• Premium support• Email follow-up

• Phone support• WhatsApp help• Voice assistance• Clear communication• Safety assurance

• Chat support• Quick fixes• Social media• Peer solutions• Group support

• Premium support• Personal assistance• Quick resolution• Quality assurance• Experience recovery

• Dedicated manager• Business support• System assistance• Professional service• Priority resolution

Interview Insights

• "I often work late and need reliable dinner options"• "Health is important but I don't have time to cook"• "I value quick, quality service over cost"

• "Finding food that everyone likes is challenging"• "Safety and hygiene are top priorities"• "Need flexible delivery timing for family schedule"

• "Price is the main factor in decisions"• "Late night study sessions need food options"• "Group ordering is common but complex"

• "We enjoy trying new cuisines"• "Quality and experience matter more than price"• "Weekend brunches are our thing"

• "Need professional service for client meetings"• "Bulk ordering with individual customization"• "Billing and invoicing must be streamlined"


ICP Prioritization Matrix


Parameter (Weight)

Time-Starved Neha

Busy Parent Priya

Budget-Conscious Kaushik

Double-Income Duo

Enterprise Entrepreneur

Adoption Rate (20%)

High(Quick tech adopter, immediate need)

Moderate(Careful consideration)

High(Tech-savvy, need-based)

High(Early adopters)

Moderate(Process-driven)

Appetite to Buy (25%)

High(Values convenience over cost)

Moderate(Value conscious)

Low(Price sensitive)

High(Experience valued)

High(ROI focused)

Frequency of Use (20%)

High(8-10 orders/month)

Low(4-6 orders/month)

Very High(12-15 orders/month)

High(10-12 orders/month)

Very High(15-20 orders/month)

Distribution Potential (15%)

High(Urban concentrated)

High(Family networks)

Moderate(Campus limited)

Moderate(Niche segment)

Very High(Business networks)

TAM (20%)

Very High(₹25,000 Cr)(15M users)

High(₹20,000 Cr)(12M users)

Moderate(₹15,000 Cr)(25M users)

Moderate(₹12,000 Cr)(8M users)

High(₹18,000 Cr)(2M businesses)

Weighted Score

4.45

4.40

3.85

3.45

3.30


Market


Quick View

  1. Competitors
  • Zomato
  • UberEats (existed previously)
  • Ola Foods
  • ONDC
  • Local delivery apps
  1. Modern Alternatives
  • Cloud kitchens with direct ordering
  • Restaurant-owned delivery apps
  • WhatsApp-based ordering
  • Instagram-based food ordering
  • Meal subscription services
  1. Emerging Solutions
  • Meal prep services
  • Ready-to-cook meal kits
  • Community/social dining
  • Virtual dining rooms


Detailed competitive analysis: Swiggy vs Zomato vs ONDC


Core Business Metrics


Parameter

Swiggy

Zomato

ONDC

Market Share

~45% of food delivery

~55% of food delivery

Emerging player, <1%

Monthly Active Users

~50 million

~55 million

Still scaling

Cities Covered

500+

1000+

200+

Restaurant Partners

200,000+

300,000+

Network of sellers across categories

Average Order Value

₹375-400

₹375-400

Varies by category

Delivery Fleet

300,000+ delivery partners

300,000+ delivery partners

Relies on seller-side logistics

Product Features


Feature

Swiggy

Zomato

ONDC

Core Offerings

• Food Delivery• Instamart (Groceries)• Genie (Package Delivery) Dineout

• Food Delivery• Hyperpure (B2B Supply)• District (Lifestyle services) • BlinkIt (QCommerce)

• Food Delivery• Groceries• Fashion• Electronics• Multiple Categories

Food Delivery Time

30-45 minutes average

30-45 minutes average

Varies by seller & category

Minimum Order

No minimum order size

Variable by restaurant

Seller-dependent

Payment Options

• UPI• Swiggy Credit Card• Wallets• COD

• UPI• Cards• Wallets• COD

• UPI• Cards• Seller-dependent options

Subscription Program

Swiggy ONE

Zomato Gold

No unified program

Technology & Innovation


Aspect

Swiggy

Zomato

ONDC

Tech

• Super app

• Specialised apps

• Open network protocol• Decentralized architecture• Interoperable systems

Innovation

• Multi-tenant system
• (SOS) Swiggy Operating System

• Cross-selling across business lines

• Optimised delivery tech

• Optimised RX capabilities

• Weather Union: a weather monitoring system

• Direct access to farmer network

• Open APIs• Multiple buyer/seller apps• Universal integration


Screenshot 2024-10-26 at 4.06.37 PM.png



Hey! Want to satisfy your food cravings without leaving your couch? Swiggy makes it happen in just a few taps.

We're India's largest convenience platform, bringing over 200,000 restaurants straight to your doorstep. But we're not just about food – need groceries in 15 minutes? Emergency medicines? Or even send a package across town? Swiggy's got you covered.

What sets us apart? Our lightning-fast delivery network reaches 500+ cities, and our AI-powered system ensures your butter chicken arrives hot and your ice cream stays frozen. Plus, with real-time tracking and 24/7 customer support, you're always in control.

Think of us as your personal convenience butler, available at your fingertips. Ready to make your life easier, one delivery at a time?

Swiggy's AHA Moments Analysis

  1. First-Time User Experience

Order Placement AHA

TouchpointAHA MomentReferral Opportunity
Restaurant Discovery
"Wow, my favorite restaurant delivers here!"
Share restaurant list with friends
Menu Browsing
"These photos look amazing!"
Share specific dishes
Checkout Process
"No minimum order value!"
Share first-order experience
Payment Options
"So many payment methods!"
Share payment flexibility

Delivery Experience AHA

TouchpointAHA MomentReferral Opportunity
Live Tracking
"I can see my food coming in real-time!"
Share tracking screenshot
Delivery Time
"It arrived faster than expected!"
Share delivery speed experience
Safety Packaging
"Everything is properly sealed!"
Share safety features
Contactless Delivery
"So convenient and safe!"
Share safety experience

2. Regular User Experience

Value Discovery AHA

TouchpointAHA MomentReferral Opportunity
Swiggy ONE
"I saved ₹500 this month on delivery!"
Share savings dashboard
Offers Page
"These combos are cheaper than dine-in!"
Share ongoing offers
Loyalty Points
"Points actually add up quickly!"
Share rewards earned
Special Discounts
"Birthday discount is huge!"
Share special occasions

Service Experience AHA

TouchpointAHA MomentReferral Opportunity
Customer Support
"Issue resolved in minutes!"
Share support experience
Refund Process
"Refund processed instantly!"
Share reliability story
Order Changes
"So easy to modify orders!"
Share flexibility experience
Saved Addresses
"One-click ordering is amazing!"
Share convenience factor

3. Premium Experience AHA

Swiggy ONE Membership

TouchpointAHA MomentReferral Opportunity
Free Delivery
"Saved ₹3000 in delivery fees!"
Share savings summary
Extra Discounts
"Additional 15% off everywhere!"
Share discount benefits
Priority Support
"VIP treatment is real!"
Share premium experience
Cross-Category Benefits
"Works on Instamart too!"
Share versatility

Special Features

TouchpointAHA MomentReferral Opportunity
Party Orders
"Group ordering made easy!"
Share group experience
Schedule Delivery
"Advance ordering is perfect!"
Share planning feature
Multi-Restaurant Order
"Can order from different places!"
Share unique feature
Personalized Recommendations
"They know my taste!"
Share AI precision

4. Extended Services AHA

Instamart Experience

TouchpointAHA MomentReferral Opportunity
Quick Delivery
"Groceries in 15 minutes!"
Share delivery speed
Night Delivery
"Available at 1 AM!"
Share 24/7 service
Fresh Products
"Quality is actually good!"
Share product photos
Price Comparison
"Cheaper than local store!"
Share price benefits

Genie Service

TouchpointAHA MomentReferral Opportunity
Multi-Point Delivery
"They'll pick up from anywhere!"
Share service flexibility
Real-Time Tracking
"Can track my documents!"
Share tracking feature
Flexible Usage
"Works for any delivery need!"
Share versatility
Quick Service
"Faster than going myself!"
Share time savings

5. Emotional AHA Moments

Personal Achievement

TouchpointAHA MomentReferral Opportunity
Late Night Cravings
"Got ice cream at midnight!"
Share satisfaction moment
Surprise Delivery
"Made my partner's day!"
Share celebration moment
Emergency Needs
"Saved my dinner party!"
Share rescue story
Special Occasions
"Perfect birthday surprise!"
Share celebration success

Social Connection

TouchpointAHA MomentReferral Opportunity
Group Orders
"Everyone got what they wanted!"
Share group success
Family Time
"Sunday dinner made easy!"
Share family moment
Office Lunches
"Team loved the variety!"
Share team experience
Party Planning
"Hosting made simple!"
Share event success


 Referral Discovery


Touchpoint

Implementation

User Experience

In-App Prominent

• Persistent header button • Bottom navigation tab • Post-order screen • Account section

"Invite friends and earn ₹100 per referral"

Natural Triggers

• After 5-star rating • Post successful delivery • After saving money • Group order completion

"Loved the experience? Share with friends!"

Push Notifications

• Personalized timing • Achievement based • Reward milestone alerts • Special promotion periods

"You've saved ₹2000! Share your secret with friends"

Email/SMS

• Weekly digest • Savings summary • Special occasions • Festive seasons

"Your Swiggy savings this month could help your friends too!"

Sharing Mechanisms


Channel

Feature

Implementation

WhatsApp

• Rich preview • Custom message • Track link • Order screenshots

• Direct share button • Customizable text • Auto-generated visuals

SMS

• Short URL • Custom code • Quick text • Personal message

• Contact picker • Multiple select • Message template

Social Media

• Instagram Stories • Facebook posts • Twitter sharing • LinkedIn corporate

• Visual content generation • Platform-specific formatting • Easy reshare options

Email

• HTML template • Personal note • Corporate sharing • Bulk invites

• Contact import • Professional templates • Tracking capabilities


Screenshot 2024-10-26 at 5.26.18 PM.png

Referral Tracking Dashboard


Feature

Details

User Benefits

Status Overview

• Total referrals sent • Successful conversions • Pending invites • Rewards earned

Real-time tracking of referral success

Individual Tracking

• Referral status • Friend's progress • Order completion • Reward eligibility

Monitor each referral's journey

Reward History

• Earnings timeline • Redemption history • Pending rewards • Expiry dates

Clear view of earnings and usage

Analytics

• Success rate • Popular channels • Best times • Top categories

Insights for better referrals


Screenshot 2024-10-26 at 5.27.57 PM.png

Non-User Referral Experience


Stage

Implementation

Experience

Initial Reception

• Clean landing page • Clear value proposition • Friend's recommendation • Immediate reward visibility

"Your friend saved ₹2000 last month using Swiggy!"

Registration

• One-click signup • Social login • Mobile number verification • Quick onboarding

Simplified signup with referral code pre-filled

First Order

• Enhanced discount • No minimum value • Extended delivery radius • Priority support

Extra benefits for referred users

Post-Order

• Success notification to referrer • Shared celebration • Both-side rewards • Next order incentive

Mutual benefit realization


Screenshot 2024-10-26 at 5.27.05 PM.png

Continuous Referral Engagement


Method

Implementation

Motivation

Tiered Rewards

• Bronze: 1-5 referrals • Silver: 6-15 referrals • Gold: 16-30 referrals • Platinum: 31+ referrals

Progressive benefits and status

Milestone Benefits

• Special rewards at milestones • Exclusive features unlock • Premium status grants • Special access

Achievement-based motivation

Seasonal Campaigns

• Festival multipliers • Special event bonuses • Flash rewards • Limited-time offers

Temporal urgency

Community Recognition

• Referral leaderboard • Success stories • Special badges • Public recognition

Social proof and status

Communication Strategy

Phase

Message Type

Content Focus

Discovery

• Value proposition • Easy process • Quick rewards • Success stories

"Share Swiggy, Share Happiness"

Activation

• How-to guides • Best practices • Quick tips • FAQs

"3 Simple Steps to Earn Rewards"

Engagement

• Progress updates • Milestone alerts • Success celebrations • Optimization tips

"You're 2 referrals away from Gold!"

Retention

• New opportunities • Special promotions • Achievement recognition • Community highlights

"Your referrals saved friends ₹10,000!"

Reward Structure

Action

Reward Type

Implementation

Successful Referral

• Cash rewards • Swiggy credits • Special coupons • Membership points

Both parties receive benefits

Milestone Achievement

• Bonus rewards • Exclusive benefits • Status upgrade • Special access

Extra motivation for volume

Seasonal Promotions

• Double rewards • Special multipliers • Limited offers • Flash bonuses

Temporal engagement spikes

Long-term Engagement

• Loyalty points • Status benefits • Premium features • Priority service

Sustained referral motivation



























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