Swiggy introduces ‘Fasting Mode’: Everything you need to know

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Swiggy has launched an innovative feature called Fasting Mode, allowing users to pause food notifications while observing fasts. This feature caters to individuals following religious and cultural fasting traditions. It is initially introduced for Ramzan and will extend to other fasting periods such as Navratri. Users can enable or disable this setting at any time via the Swiggy app.

Once activated, food notifications automatically pause between Suhoor (pre-dawn) and 4 PM, resuming after fasting hours without requiring manual intervention. This feature enhances the fasting experience by reducing distractions from food-related notifications while keeping the platform accessible when needed.

In addition to Fasting Mode, Swiggy has expanded its food delivery services to 100 railway stations across 20 states in partnership with IRCTC. This move strengthens Swiggy’s presence in the train food delivery market. Swiggy continues to innovate by providing seamless user experiences while expanding its service portfolio.

1. Swiggy’s Business Model, Revenue, and Growth

1.1 Business Model

Swiggy operates as an on-demand food and grocery delivery platform, connecting users with restaurants, cloud kitchens, grocery stores, and railway food vendors. The platform ensures fast, reliable, and convenient food delivery through a vast network of delivery partners. Swiggy also offers subscription services like Swiggy One, providing free deliveries and exclusive discounts.

1.2 Revenue Model

Swiggy generates revenue through multiple channels, including:

1. Commission from restaurants: Partner restaurants pay Swiggy a commission on every order.
2. Delivery fees: Customers pay varying delivery charges based on distance and order value.
3. Swiggy One subscription: Users pay a recurring fee for free deliveries and discounted services.
4. Advertising and promotions: Restaurants pay for featured listings and promotional campaigns.
5. Instamart (grocery delivery): A growing vertical contributing to Swiggy’s revenue stream.
6. Swiggy Genie (parcel delivery): On-demand courier service adding to the company’s income.

1.3 Funding and Valuation

Swiggy has secured substantial funding over the years. The company was valued at $10.7 billion in early 2022 after a $700 million funding round led by Invesco. Other investors include SoftBank Vision Fund, Prosus Ventures, Accel, and Wellington Management. Despite reporting a net loss of ₹799 crore in Q3 FY25, Swiggy has shown 31% year-on-year revenue growth, reaching ₹3,993 crore in Q3 FY25.

1.4 Founders and Leadership

Swiggy was co-founded by Sriharsha Majety, Nandan Reddy, and Rahul Jaimini in 2014. Sriharsha Majety, the CEO, has played a crucial role in Swiggy’s evolution. Rahul Jaimini later moved to Pesto Tech, while Nandan Reddy continues to drive Swiggy’s growth strategy.

2. Fasting Mode: Features and Working Model

2.1 How Fasting Mode Works

Swiggy’s Fasting Mode is a user-centric innovation aimed at individuals observing fasts.

• Users can toggle Fasting Mode on or off via the Swiggy app.
• Once activated, food notifications are paused between Suhoor (pre-dawn) and 4 PM.
• Notifications resume automatically after fasting hours without requiring manual action.
• Available throughout the year for various religious and cultural fasting occasions.

This feature ensures that users can focus on their fasting without distractions from food promotions.

2.2 Special Offers Post-Fasting

Swiggy has introduced special discounts for users breaking their fast. After fasting hours, users can access:

• Special curated meal options for Ramzan and other festive periods.
• Up to 50% off on selected dishes.
• Highlighted offers on traditional and popular fasting meals.

3. Expansion into Railway Food Delivery

Swiggy has expanded its food delivery services to 100 railway stations in collaboration with IRCTC. This move allows train passengers to order meals from popular restaurants and get them delivered to their seats. Swiggy aims to increase its presence across more railway stations in the coming months, improving accessibility for travelers.

4. Industry Trends and Insights

4.1 Growing Demand for Customizable Food Delivery Services

The food delivery market in India is evolving, with users seeking more personalized experiences. Features like Fasting Mode cater to specific user needs, enhancing engagement and customer loyalty.

4.2 The Rise of Religious and Cultural Sensitivity in Business

Many brands now align their offerings with religious and cultural practices. Swiggy’s Fasting Mode is a step in this direction, showing the brand’s commitment to user-first experiences.

4.3 Competition with Zomato and Emerging Players

Swiggy’s main competitor, Zomato, has also been expanding its services. The introduction of Fasting Mode sets Swiggy apart by focusing on user preferences and cultural inclusivity.

5. Learning for Startups and Entrepreneurs

1. User-Centric Innovation is Key: Swiggy’s Fasting Mode is a great example of how startups can cater to specific user needs.
2. Adapting to Cultural and Religious Sensitivities: Businesses that respect cultural practices often build stronger customer relationships.
3. Diversification Leads to Growth: Swiggy’s expansion into railway food delivery showcases the importance of new revenue streams.
4. Strategic Partnerships Enhance Market Reach: Collaborations with entities like IRCTC can provide access to new customer segments.
5. Personalization Enhances Customer Engagement: Tailored features improve user retention and satisfaction.

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