Swiggy, a prominent player in food and quick commerce, has merged its premium grocery vertical, InsanelyGood, with its quick commerce vertical, Instamart, as communicated to users in a notification on Thursday.
“We will have to pause InsanelyGood operations for some time. We will be available at an Instamart store near you super soon,” the notification read.
After downsizing from six cities last year to mitigate cash burn, InsanelyGood now exclusively serves Bengaluru. Typically, orders made on the platform before 11 pm are fulfilled by 7 am the following day.
InsanelyGood, which earlier maintained its own app, underwent integration with the main Swiggy app in July of last year. It was featured as a separate tile on the homepage, akin to how services such as Instamart, Dineout for restaurant bookings, Genie for pick-and-drop service, and Minis for aggregated selling are displayed.
In March of last year, the service formerly recognized as SuprDaily underwent a rebranding, adopting the name InsanelyGood. Prosus-backed Swiggy acquired SuprDaily in 2018, subsequently integrating it into a unit within the parent entity in 2021. This strategic move positioned InsanelyGood in direct rivalry with competitors such as Tata-owned BigBasket’s BB Daily, Amazon Fresh, and Reliance Retail-owned Milkbasket.
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“InsanelyGood focuses on high quality assortment of groceries and has seen a tremendous amount of consumer love. Given the great traction, we plan on scaling this up to the entirety of Bangalore and will do this as a separate entry point on Swiggy Instamart,” a Swiggy spokesperson stated.
Phani Kishan, co-founder of SuprDaily and later recognized as a co-founder at Swiggy, took over as the head of Swiggy Instamart last year following the departure of senior leader Karthik Gurumurthy, who had spearheaded the development of Instamart.
The move comes as quick-commerce firms like Instamart, Zepto, and Blinkit diversify and expand their offerings, challenging e-commerce companies with products like apparel and electronics. Swiggy has been experimenting with selling products in categories such as home and kitchen, electronics, and toys through its Swiggy Mall vertical for a few months now.
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In January, Swiggy reduced its workforce by 6%, impacting approximately 350-400 roles, as part of its cost-cutting initiatives. Swiggy intends to submit its draft IPO papers in the upcoming months.
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