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Consumer Staples
In a strategic move to expand its offerings and challenge the dominance of Zomato's Hyperpure, Swiggy has launched a new B2B platform called Assure. This platform is designed to provide kitchen supplies to restaurants, hotels, and caterers, marking a significant entry into the business-to-business (B2B) segment of the food industry. Assure aims to offer a comprehensive solution for sourcing high-quality, locally sourced ingredients, emphasizing strict hygiene standards from procurement to delivery.
Comprehensive Supply Chain: Assure allows businesses to order a wide range of kitchen essentials, including vegetables, fruits, oils, dairy products, pulses, rice, flour, canned goods, and imported items. This diverse product portfolio positions Assure as a one-stop shop for the HoReCa (hotels, restaurants, and caterers) industry.
Hygiene and Quality Assurance: The platform ensures that all products adhere to the highest standards of hygiene, which is crucial for maintaining customer trust and compliance with food safety regulations.
Logistics and Delivery: Deliveries are managed by Scootsy Logistics Private Limited, a subsidiary of Swiggy. This integration ensures efficient and reliable logistics support, which is vital for maintaining a smooth supply chain.
Zomato's Hyperpure has been a leading player in the B2B kitchen supply market since its launch in 2018. It operates in over 100 cities, offering more than 4,000 products to over 40,000 restaurant partners. Hyperpure's revenue grew significantly, reaching ₹1,671 crore in Q3 FY25, with a 95% year-on-year increase from ₹859 crore in Q3 FY24. Despite facing operational challenges, Hyperpure has been a strong revenue driver for Zomato.
Swiggy's Assure is poised to challenge this dominance by offering a similar range of products with a focus on local sourcing and high-quality ingredients. By tapping into the HoReCa procurement market, Swiggy aims to create a sticky, end-to-end value chain that enhances its relationship with restaurants and hotels.
The launch of Assure is part of Swiggy's broader strategy to diversify its revenue streams and move towards profitability. The B2B supply chain business offers higher margins compared to the low-margin food delivery sector, making it an attractive avenue for growth.
Diversification and Expansion: Swiggy has been aggressively expanding its services, including quick commerce through Instamart, which has scaled to 102 cities. The company has also introduced other apps like Snacc for quick food delivery and Swiggy Scenes for event reservations.
Market Focus: By focusing on tier 2 and tier 3 cities, Swiggy aims to reduce operational costs and capitalize on less competitive markets. This strategy aligns with the company's goal of achieving profitability through diversified offerings.
As Swiggy's Assure competes with Zomato's Hyperpure, the key to success will lie in its ability to scale efficiently and maintain high-quality standards. Swiggy is actively hiring to support the growth of Assure, indicating a strong commitment to this new venture.
However, challenges remain, particularly in terms of operational efficiency and customer acquisition. Zomato's Hyperpure has established a strong presence, and Swiggy will need to differentiate its services effectively to gain market share.
Swiggy's entry into the B2B kitchen supplies market with Assure marks a significant strategic move in the foodtech industry. By competing directly with Zomato's Hyperpure, Swiggy is positioning itself for long-term growth and profitability. The success of Assure will depend on its ability to deliver high-quality products efficiently while building strong relationships with restaurants and hotels.
