Market Potential On City Locality Level

Delivery Optimization / Franchise Model Implementation / Cloud Kitchen Establishment

Swiggy is India’s largest and most valuable online food ordering and delivery platform. Founded in 2014, Swiggy is based out of Bangalore, India, and as of March 2019, it was operating out of 100 Indian cities. In early 2019, Swiggy expanded into general product deliveries under the brand name Swiggy Stores. Revenue: ₹875 crores (US$120 million), November 2019.

The Challenge

City Selection
Swiggy operated in their first 17 cities when they desired to expand their current offerings into new cities using a consumer data-driven approach. The objective was to understand the macro-economic and other factors driving the propensity to order home delivery for food for the towns/cities beyond those currently served. This is across 3,200+ cities and towns on equal available data levels!
Delivery Optimization / Franchise Model / Cloud Kitchens
Post selecting high-potential cities and towns for a phased roll-out over two years, Swiggy intended to understand on the ground the optimal network expansion for their own cloud kitchens, the sales potential of restaurants and kitchens of prospective franchise partners, and last but not least, optimizing the delivery logistics with a consumer data-driven demand forecasting.

The KENTRIX Solution

For the ‘deep-dive’ on-ground location-based objectives as detailed above, the KENTRIX Geomarketeer solution delivered the required granularity to evaluate more than 40+ data parameters individual locations– even within the same PIN codes or city localities.
Swiggy implemented an end-to-end consumer-driven approach that has the same variables from the same sources available for the city-wise screening across the country and for the inner city location analytics: On the desired granularity of consumer market data and variety the company was looking for Swiggy’s growth ratio over recent years speaks for itself.

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