Swiggy adopts multi-pronged strategy to scale up network

Food ordering and delivery platform Swiggy has put its expansion on a fast track, ramping up the national network to 245 cities from 17 in a mere 12 months while the restaurant partner network has been scaled up three times to 1.1 lakh.

It has also expanded its delivery fleet from 14,000 delivery partners to 2.05 lakh during the same period.

The start-up, which entered the Unicorn league of companies last June when it last raised funding, adopted a multi-pronged strategy to expand its reach across the country.

“Our data revealed that 5,000 people who had downloaded our app from 300 different cities and towns were asking ‘where are you?’ These are people who had registered on our app but not had not purchased, as Swiggy was not available in their areas. To cater to this demand, we set up a special team of six youngsters whose task was to figure out how to launch Swiggy in these 300 new locations,” Vivek Sunder, COO, Swiggy told BusinessLine .