Swiggy, the well-known food delivery and quick commerce platform, has expanded its services by entering the concierge segment with a new app called 'Crew.' This move signals Swiggy's ambition to cater to a wider range of consumer needs, specifically targeting the affluent segment with personalized travel and lifestyle management services. The Crew app is currently in its beta phase and is available on both the Apple App Store and Google Play Store, developed by Bundl Technologies Private Limited, Swiggy's parent company.
Crew aims to function as a personalized concierge service, handling a variety of everyday and special tasks for its users. It provides a range of services, from securing international driving licenses to planning entire European vacations, and even assisting in finding the perfect housewarming gift within a specified budget. Users can also utilize the app to arrange for locksmith services or get their clothes and shoes laundered. According to the app's description, Crew steps in "exactly when you'd rather hand something off to someone you trust completely," whether it's securing a difficult dinner reservation or organizing a surprise anniversary.
The launch of Crew follows Swiggy's previous experiment with a similar premium concierge service called "Rare Life" last year. Rare Life was a subscription-based platform that offered exclusive access to premium events and experiences. However, it never fully materialized as a standalone app. Sources indicate that Crew has been developed incorporating learnings from Rare Life, focusing on travel and lifestyle management. Swiggy's co-founder, Phani Kishan, reportedly introduced the Crew app internally, and the company has been conducting internal trials for approximately 15 days.
The Crew app is being rolled out as an invite-only pilot, targeting major Indian cities. While the exact business model for Crew is not yet clear, it is speculated that it may adopt a subscription-based model, similar to Rare Life, which charged around INR 50,000 for membership. The move positions Swiggy to tap into the growing concierge and lifestyle management market, competing with existing players like Indulge Global, RedBeryl, CribLife, and Pinch.
This diversification comes as Swiggy seeks to add new revenue streams amidst rising losses. The company has been actively strengthening its out-of-home consumption segment, which includes offerings like Swiggy Dineout and Swiggy Scenes, to increase revenue. In addition to Crew, Swiggy launched Pyng earlier this year, a professional services marketplace app operational in Bengaluru. Pyng connects users with specialists such as financial advisors, health and wellness coaches, event planners, travel consultants, and spiritual experts. Swiggy also introduced Assure, a B2B procurement platform for restaurants, putting it in direct competition with Zomato's Hyperpure.
Swiggy's entry into the concierge and lifestyle space marks a shift from its primarily tech-driven model to a domain that demands high-touch and direct experience services. The company is yet to finalize who will head the Crew venture. The launch of Crew demonstrates Swiggy's ambition to evolve beyond its core food delivery service and become a comprehensive provider of consumer services, catering to the diverse needs of India's urban population.
