Swiggy tests bundling for ‘One’ subscriptions, experiments with pricing tiers

economictimes.indiatimes.com:

Swiggy is working with banking and telecom firms to roll out bundled plans that include Swiggy One subscriptions. The company is also experimenting with different pricing and service tiers for the subscriptions, people in the know of the matter told ET.

Buyers of telecom subscriptions and banking products such as credit cards will get Swiggy One as part of their package under a B2B programme called Swiggy One Lite. Swiggy One’s bundling exercise comes after rival Zomato reintroduced its ‘Gold’ subscriptions in January. The latter claimed Zomato Gold had 1.8 million subscribers as of the quarter ended March 2023. Swiggy One’s subscription stands in “the low-single-digit millions”, a person in the know told ET, without giving a specific number.

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Bengaluru-based Swiggy is also set to experiment with different pricing tiers for Swiggy One, where a higher-priced tier will provide discounts and offers across multiple verticals such as food delivery, quick commerce, and porter services, while a lower priced tier will do the same for just one or two verticals, a person in the know told ET. The experiment will likely be implemented in the quarter starting October.
Currently, Swiggy One gives users discounts and benefits such as waiving delivery fees across most of its offerings, including the food app, quick commerce vertical Swiggy Instamart, restaurant search and booking offering DineOut, and hyperlocal porter service