Customer Relationship Management Analysis of Swiggy App
Course: Customer Relationship Management
College: Narsee Monjee Institute of Management Studies
Study Notes
Online Food Delivery Market
The India Online Food Delivery Market is expected to reach US$ 21.41 billion by 2026, up
from US$ 4.66 billion in 2020. During the period 2020-2026, the India Online Food Delivery
Industry would rise at a spectacular CAGR of 28.94%. The internet meal delivery sector in
India is undergoing a change. In recent years, this market has shown tremendous promise and
drawn significant investment.
Online meal delivery is a method in which clients may order food and have it delivered to
their door. It entails software that enables restaurants to accept and handle internet orders.
While sitting at home, Indian clients may browse the internet and select from a large choice
of cuisines offered by various eateries. Market participants in India are mostly located in the
country's metropolitan areas, such as Mumbai, Delhi, Bangalore. However, suppliers are
increasingly focusing on smaller cities, which have high development potential. There are
two forms of online food delivery: Aggregator and Cloud Kitchen. Food Aggregators enable
customers to compare and order meals from many restaurants using a single app.
Swiggy
Swiggy provides on-demand grocery deliveries under the name Swiggy Instamart and instant
package delivery under the name Swiggy Genie. They receive 1.45 million orders in a day.
Swiggy is planning to acquire Dineout. Their key business activities include:
Partnerships with restaurants
Hiring delivery partners
Customer Acquisition
Order Management
Query Management
Management of Tech and IT
Swiggy uses CRM to its advantage. It uses Number of Orders, Total Spend Per Customer,
Preference of Meals, Average Spend on Order and Date of Last Order to determine Most
Popular Menu Items, Items that are not selling, Busiest Days/Nights, Help identify reasons
and Regional Performance. Their 3 pillars of excellence are Delivery, Discounts, and
Customer Service.
Consumer Persona 1
The first consumer persona is Mr Parth Sharma, 25-year-old and is a food delivery user.
, Background: He has completed education till undergraduate and is at the early stages of
career, is conscious of high-ticket products. He lives in a metro city with roommates and is
away from his home
A day in the life of Parth goes as - He has long working hours with less time left for other
activities. He has an enthusiasm for leisure activities outside of work leaving little to no time
for important chores. He is active on social media - Instagram, reddit, snapchat, etc. He
Looks out for convenience as well as product quality.
He hopes to achieve financial freedom. He has dreams becoming an entrepreneur, has a few
start up ideas. And he worries about not spending over the limit of the mentally assigned
budget, balancing the financial constraints with having a good social life and maintaining the
social paradigm he participates in.
Influence: Colleagues, who also overlap with pals outside of work, are the immediate social
reference group, and they are influencers. Social media influencers he follows as well as the
online activity on his feed are drivers of decisions.
Finances: He has a fixed salary that comes into his account every month and is more used to
digital payment methods than carrying actual cash. He is also looking for convenient
solutions on a budget.
Online behaviour: His online behaviour has higher use of mobile than website for leisure
activities, follows through on online content marketing ads and higher than the average 4.7
hours of online usage in India.
He is looking for convenient solutions for weekly cravings for outside food and reliable
delivery of food without compromise on quality.
Consumer Persona 2
The second consumer persona is Mrs. Anushka Khurana who is 29 years old and is a new
InstaMart user.
Background: She is a working professional, married and lives in Delhi with her family. She
has a passion for cooking & shopping.
A day in the life of Anushka goes as – She spends most of the time working in a 9 to 5 job. A
busy lifestyle barely managing a work-life balance.
She want to have groceries delivered to her house, to enjoy her spare time, and to devote
more time to activities she enjoys. While she worries about being unable to manage work &
home and not enough time for shopping groceries physically.
Influence: Her purchase decisions get influenced by promotional offers & discount coupons.
Colleagues, family members & her friends
Finances: She earns well enough to support her family and is a sizeable spender. She is open
to all payment modes with a more digital inclination. However, discounts & cash backs play
an important role in determining her purchase.
Course: Customer Relationship Management
College: Narsee Monjee Institute of Management Studies
Study Notes
Online Food Delivery Market
The India Online Food Delivery Market is expected to reach US$ 21.41 billion by 2026, up
from US$ 4.66 billion in 2020. During the period 2020-2026, the India Online Food Delivery
Industry would rise at a spectacular CAGR of 28.94%. The internet meal delivery sector in
India is undergoing a change. In recent years, this market has shown tremendous promise and
drawn significant investment.
Online meal delivery is a method in which clients may order food and have it delivered to
their door. It entails software that enables restaurants to accept and handle internet orders.
While sitting at home, Indian clients may browse the internet and select from a large choice
of cuisines offered by various eateries. Market participants in India are mostly located in the
country's metropolitan areas, such as Mumbai, Delhi, Bangalore. However, suppliers are
increasingly focusing on smaller cities, which have high development potential. There are
two forms of online food delivery: Aggregator and Cloud Kitchen. Food Aggregators enable
customers to compare and order meals from many restaurants using a single app.
Swiggy
Swiggy provides on-demand grocery deliveries under the name Swiggy Instamart and instant
package delivery under the name Swiggy Genie. They receive 1.45 million orders in a day.
Swiggy is planning to acquire Dineout. Their key business activities include:
Partnerships with restaurants
Hiring delivery partners
Customer Acquisition
Order Management
Query Management
Management of Tech and IT
Swiggy uses CRM to its advantage. It uses Number of Orders, Total Spend Per Customer,
Preference of Meals, Average Spend on Order and Date of Last Order to determine Most
Popular Menu Items, Items that are not selling, Busiest Days/Nights, Help identify reasons
and Regional Performance. Their 3 pillars of excellence are Delivery, Discounts, and
Customer Service.
Consumer Persona 1
The first consumer persona is Mr Parth Sharma, 25-year-old and is a food delivery user.
, Background: He has completed education till undergraduate and is at the early stages of
career, is conscious of high-ticket products. He lives in a metro city with roommates and is
away from his home
A day in the life of Parth goes as - He has long working hours with less time left for other
activities. He has an enthusiasm for leisure activities outside of work leaving little to no time
for important chores. He is active on social media - Instagram, reddit, snapchat, etc. He
Looks out for convenience as well as product quality.
He hopes to achieve financial freedom. He has dreams becoming an entrepreneur, has a few
start up ideas. And he worries about not spending over the limit of the mentally assigned
budget, balancing the financial constraints with having a good social life and maintaining the
social paradigm he participates in.
Influence: Colleagues, who also overlap with pals outside of work, are the immediate social
reference group, and they are influencers. Social media influencers he follows as well as the
online activity on his feed are drivers of decisions.
Finances: He has a fixed salary that comes into his account every month and is more used to
digital payment methods than carrying actual cash. He is also looking for convenient
solutions on a budget.
Online behaviour: His online behaviour has higher use of mobile than website for leisure
activities, follows through on online content marketing ads and higher than the average 4.7
hours of online usage in India.
He is looking for convenient solutions for weekly cravings for outside food and reliable
delivery of food without compromise on quality.
Consumer Persona 2
The second consumer persona is Mrs. Anushka Khurana who is 29 years old and is a new
InstaMart user.
Background: She is a working professional, married and lives in Delhi with her family. She
has a passion for cooking & shopping.
A day in the life of Anushka goes as – She spends most of the time working in a 9 to 5 job. A
busy lifestyle barely managing a work-life balance.
She want to have groceries delivered to her house, to enjoy her spare time, and to devote
more time to activities she enjoys. While she worries about being unable to manage work &
home and not enough time for shopping groceries physically.
Influence: Her purchase decisions get influenced by promotional offers & discount coupons.
Colleagues, family members & her friends
Finances: She earns well enough to support her family and is a sizeable spender. She is open
to all payment modes with a more digital inclination. However, discounts & cash backs play
an important role in determining her purchase.
