The service, which was earlier known as SuprDaily, was rebranded as InsanelyGood in March. It currently only operates in Bengaluru, where Swiggy has its headquarters, after a scaledown from six cities last year to reduce cash-burn.
The service is intended to be operated only in Bengaluru for the foreseeable future, a person aware of the matter said. Orders placed on the service before 11 pm usually get fulfilled by 7 am the following day.
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“(InsanelyGood) is currently a pilot in Bengaluru and can be accessed through the ‘InsanelyGood’ tile on the Swiggy platform, which takes you to the app. The InsanelyGood app is also available to download,” a Swiggy spokesperson told ET in a statement.
Prosus-backed Swiggy acquired the firm in 2018 and integrated into a unit under the parent entity in 2021. The move put it in direct competition with the likes of Tata-owned BigBasket, Amazon Fresh and Reliance-owned Milkbasket. Milkbasket is in the process of massively scaling down its team, as first reported by Entrackr.
This is not the first time a grocery major has integrated services on one app. BigBasket, for instance, brought its key services — the main scheduled delivery service, the quick commerce offering, and the beauty store — onto its main app, internally referred to as its ‘super app’.
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Beyond InsanelyGood and the core food offering, Swiggy’s main app also hosts its pick-and-drop service Genie, restaurant scouting and booking app Dineout, quick commerce service Instamart, and aggregated selling platform Minis.
Swiggy’s key investor Prosus, the Dutch-listed arm of South African technology investor Naspers, had reported in June that the firm’s losses had ballooned 80% year on year in the January-December 2022 period, though food-delivery GMV had also grown 26%.
In May, founder and group CEO Sriharsha Majety said that the firm’s core food delivery business had turned profitable in March 2023, after including all corporate costs but excluding Esops.