Swiggy merges InsanelyGood with Instamart, Retail News, ET Retail

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Food and quick commerce major Swiggy has merged its premium grocery vertical InsanelyGood with its quick commerce vertical Instamart, the firm told users in a notification on Thursday.

“We will have to pause InsanelyGood operations for some time. We will be available at an Instamart store near you super soon,” the notification read.

InsanelyGood currently operates in Bengaluru only after a scaledown from six cities last year to reduce cash burn. Orders placed on the service before 11 pm usually get fulfilled by 7 am the following day.

InsanelyGood, which earlier had an app of its own, was merged with the main Swiggy app in July last year. It was shown as a separate tile on the home page, similar to the way services like Instamart, restaurant booking service Dineout, pick-and-drop service Genie, and aggregated selling platform Minis are shown.

The service, which was previously known as SuprDaily, was rebranded as InsanelyGood in March last year. Prosus-backed Swiggy acquired SuprDaily 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’s BB Daily, Amazon Fresh and Reliance Retail-owned Milkbasket.

“InsanelyGood focuses on high quality assortment of groceries and has seen a tremendous amount of consumer love. Given the great traction, we plan on scaling this up to the entirety of Bangalore and will do this as a separate entry point on Swiggy Instamart,” a spokesperson for Swiggy told ET.

SuprDaily’s cofounder Phani Kishan, who was later on given the title of cofounder at Swiggy, took over as the head of Swiggy Instamart last year amid the exit of senior leader Karthik Gurumurthy, who had built Instamart.

The change also comes as quick commerce firms like Instamart, Zepto and Blinkit are diversifying and expanding their offerings challenging ecommerce firms with products like apparel and electronics. Swiggy has been experimenting with selling products in categories like home and kitchen, electronics and toys through its Swiggy Mall vertical for a few months now.

In January, Swiggy cut its workforce by 6% affecting 350-400 roles as part of cost cutting measures. Swiggy is planning to file its draft IPO papers in the coming months.