The Economic Times: Swiggy Launches a Premium Grocery Offering With Handpicked

(Image Source: Fortune India)

India's leading on-demand delivery startup Swiggy has expanded its grocery business with the launch of its latest initiative called Handpicked. Currently under pilot in Bengaluru, Handpicked is an invite-only platform that features premium products that are either imported or locally made.

Handpicked strives to offer a unique shopping experience to customers, one that is different from Swiggy’s Instamart. Products listed on Handpicked are curated carefully and will only be delivered the next day, as opposed to Instamart which takes just 10-50 minutes depending on the city you are in. Another twist of Handpicked is that only invited shoppers can get access to the platform. 

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“Swiggy Handpicked, an invite-only offering from Swiggy, helps customers discover and purchase unique and interesting groceries ranging from global favorites to regional delights and local legends that are not easily accessible. Handpicked is currently under pilot with select users,” a spokesperson stated. 

At the moment, Handpicked listings include Coca-Cola’s Cherry Cola, Kombucha made by local startups in Bengaluru, ready-to-cook meat from several international cuisines and so on. “The idea is to build a 'Nature's Basket' in the cloud,” mentioned a source. “These are products that are extremely hard to find in local stores or on e-commerce channels.”

The growth of traditional food delivery has slowed down recently, which urges for new ideas and diversification in the business. Handpicked appears to be a great addition to the company’s roster of new businesses this year, which includes a direct-to-consumer brands platform Minis and online dining out service Dineout.

Source: Swiggy pilots premium grocery business with Handpicked

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