In a unique move aimed at catering to religious and cultural sensitivities, food delivery giant Swiggy, led by Sriharsha Majety, has launched a new feature called “Fasting Mode” that allows users to temporarily pause food notifications during specific fasting hours. This initiative comes as a response to growing demand for more mindful and personalized user experiences, especially during religious observances like Ramzan and Navratri.
Swiggy’s move directly targets a vast demographic that observes religious fasts, offering them an option to mute food delivery notifications during the fasting period, ensuring they aren’t bombarded with food temptations. The company’s biggest rival, Zomato, led by Deepinder Goyal, is yet to roll out any such feature, giving Swiggy a competitive edge in building deeper cultural and emotional connections with users.
How Does Fasting Mode Work?
Once users activate Fasting Mode from the Swiggy app, they will automatically stop receiving food-related notifications between Suhoor (pre-dawn) and 4 p.m. during Ramzan. The feature is designed to eliminate unnecessary distractions or cravings for users who are fasting. As soon as the fasting hours end, notifications resume automatically, without any manual intervention required.
The feature is not limited to Ramzan alone. Swiggy confirmed that Fasting Mode will be available year-round, allowing users to customize their notification preferences for various religious and cultural fasting periods, such as Navratri, Shravan, Ekadashi, and other significant occasions. Users can turn the feature on or off anytime, giving them complete control over their experience.
Post-Fast Discounts and Special Meals
In an interesting twist, Swiggy plans to tap into the post-fast consumption rush by offering special discounts and curated meal options after the fasting period ends each day. During Ramzan, once the fast concludes, users will be shown top-rated dishes, Iftar meal combos, and up to 50% discounts on select restaurants.
The company also confirmed that similar post-fast promotions would be introduced during other major fasting festivals like Navratri, where special vegetarian thalis or vrat-friendly food will be highlighted. This smart marketing move not only respects religious practices but also drives higher order volumes once the fasting window closes.
A Strategic Move in a Competitive Market
While Zomato has focused on expanding its cloud kitchen network and premium dining services, Swiggy seems to be tapping into emotional and cultural relevance to capture market share. By acknowledging religious traditions and tailoring experiences accordingly, Swiggy is positioning itself as a sensitive and culturally aware brand.
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This feature is also likely to boost user retention during fasting months, as it allows users to avoid unnecessary temptation while keeping them connected to the platform. Swiggy’s approach cleverly balances respecting personal choices while still maximizing revenue during peak post-fast hours.
Strong Revenue Growth, But Rising Losses
On the business front, Swiggy’s latest financials paint a mixed picture. The company reported a 31% increase in revenue for Q3 FY25, generating ₹3,993 crore in operational revenue, compared to ₹3,048 crore during the same period last year. However, its net loss widened to ₹799 crore, up from ₹574 crore in Q3 FY24.
Despite the rising losses, the company’s overall income surged by 31% year-on-year, reaching ₹4,095.8 crore in Q3 FY25. Swiggy remains confident that strategic user-first features like Fasting Mode, coupled with hyperlocal marketing campaigns, will drive long-term revenue growth and reduce customer churn.
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A Market-First Initiative
Swiggy’s Fasting Mode is arguably one of the first of its kind in India’s food delivery space. By acknowledging the cultural and religious diversity of its users, the company is not only boosting customer loyalty but also shaping a new benchmark for personalized user experiences in the industry.
As Ramzan unfolds, Swiggy expects a sharp spike in post-Iftar orders and has lined up massive promotional offers to capitalize on that demand. Moreover, by extending Fasting Mode to other festivals like Navratri, Shravan, and Paryushan, Swiggy may have just unlocked a whole new dimension of culturally-driven growth — something that Zomato has yet to explore.
