Exclusive: Swish Pilots Swish Go To Take On Swiggy, Zomato
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Quick food delivery startup Swish seems to be expanding its food delivery offerings with the launch of a new feature on its app, Swish Go.
Under this, Swish is piloting food delivery for orders sourced from external third-party restaurants and cloud kitchens. This is a model similar to conventional food delivery businesses like Zomato and Swiggy.
The new service is being piloted in select pincodes in Bengaluru and is being advertised as an offering with no packaging and platform fees. Swish has onboarded QSR brands like Nothing Before Coffee, Mealy, Taaka Chinese, among others, for Go.
Its positioning appears to put it in direct competition with Swiggy’s Toing and mobility startup Rapido’s Ownly, both of which are also betting on making online food delivery more affordable.
This is a divergence for the two-year old startup from its full-stack model where customers ordered only from kitchens owned and operated by the startup.
Swish Go also does not promise the 15-minute fulfilment offered by the core Swish app, with orders on the new service expected to take longer.
Inc42 has reached out to Swish with questions around Swish Go. The story will be updated with their responses.
Swish was founded in 2024 by Aniket Shah, Ujjwal Sukheja, and Saran S. It currently operates in nearly 50 pin codes across Bengaluru, Gurugram, Noida, Delhi, and Ghaziabad.
The startup has raised $78 Mn in external funding to date from the likes of Hara Global, Bain Capital Ventures, Accel, Alteria Capital and Stride Ventures. Most recently, it raised $24 Mn in a funding round led by Bertelsmann India Investments.
Ultra-fast food delivery has been a tough nut to crack even for major players. Swiggy shut down its 15-minute food delivery app SNACC earlier this year, reportedly over concerns around the economics, while Delhi NCR-based startup Zing shut shop as well, stating that it overestimated demand for its product.
Swish has been betting on its differentiated vertically integrated model to succeed where these others couldn’t.
It has now entered another emerging segment with Swish Go by positioning low and transparent pricing as the hook of its new service.
This is similar to Rapido’s Ownly, which aimed to capitalise on restaurant owners’ discontent with Swiggy and Zomato’s high take rates by charging zero commissions and passing on the cost savings to the consumer.
Following Ownly’s challenge, Swiggy has also sought to expand the food-delivery market with Toing, which focuses on affordability without deep discounting by reducing commissions, delivering orders in batches, and limiting the delivery radius.
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