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Do you know the word that is synonymous with wanting not to eat homemade food? That’s right, it’s swiggy. The company was founded in 2014 with just six delivery boys serving cooked food in 25 restaurants. Today it is a household name in all major cities in the country.

The founders – Nandan Reddy, Rahul Jaimini and Sriharsha Majesty – studied the growth of companies like Uber and Ola and saw the potential of the hyper-local market. The delivery service connects consumers with over 1 lakh restaurants in 200 cities.

Source: Verzeo

While the business acumen of the three founders played a huge role in Swiggy’s meteoric rise over the years, it was marketing the brand that put it on the map after numerous challenges. Today we’re going to examine the role marketing played in their growth.

Swiggy’s vision

Swiffy’s mission statement is to “change the way India eats”. By doing this, the company means that they want to improve or enhance their eating experience. They planned this by delivering high quality groceries on their doorstep and providing them with unmatched convenience.

Now we all know that such an app that delivers groceries from outside vendors is not appreciated by the older generation. The younger generation, on the other hand, lives from such apps.

Source: Medianama

Hence, they always had the younger generation as their primary target audience and all of their marketing strategies were planned accordingly. College students, bored teenagers, and professionals (in their twenties) were some of the categories they targeted as they were most likely to order food as a quick fix.

While we’ve indicated that their main audience will be millennials, the age group the company pinpoints is 18-35. The convenience it brings to people of this age group in urban areas has helped them become what they are today.

Key Swiggy marketing channels

Search engine optimization (SEO)

Based on their meta title, which carefully includes all the required keywords in its meta description, the company has taken its SEO seriously. By using the H1 tag on the homepage, they made sure that the search engines can grasp the main topic.

Their backlink score is pretty impressive too, with the right mix of outbound and inbound links, and it shows that they regularly go through their website as there are absolutely no broken links.

In addition, the sitemap is always updated, which further simplifies the work of the search engines, as they are always informed about the layout of the company’s website. All of these factors together prove that Swiggy made sure their website was search engine friendly.

Social media marketing

Over the years, Swiggy has built a sizeable following on various social media platforms. A key factor that has helped them get down to earth and stand out from others is the amazing campaigns they organize.

On their trip so far, they have come up with some pretty interesting ones that instantly wowed audiences who own their humorous puns and adorable one-liners. Some examples are given below:

1. #WhatTheFalooda

Take a stand for your executives who are often abused because of certain dissatisfied customers. They also wanted to make their customers aware of their plight. Kudos to them for doing it in a way that was effective and was delivered in a way that didn’t hurt anyone’s feelings.

2. #WhatsInAName

To raise awareness of the obstacles their delivery partners face and to emphasize the dignity of work, they launched this campaign. It focuses on how these delivery partners deliver groceries and put a smile on people’s faces.

3. #DiwaliGharAayi

To capitalize on the importance of Diwali in the country and increase sales during the festive season, Swiggy launched this campaign to spread festive cheers across the country.

On Instagram, they take the help of delicious and enticing food images to keep their followers investing. Plus, they even use social media optimization services to make sure they reach their target audience. Basically, they have left no stone unturned to optimize the effectiveness of their marketing strategies.

Email Marketing

They unleashed their creativity and made the most of their email marketing. With catchy subject lines and interesting written content backed by great graphics, the emails they keep sending their registered users are always stunning.

Every email they send has a specific purpose, with the latest highlighting the security protocols they follow to maintain the company’s hygiene standards. Your emails will also contain content based on current affairs and events, delivered in a humorous way.

Key Values ​​That Drive Swiggy

Not only did they want to deliver food, they wanted to establish themselves in such a way that they became an extension of the restaurant whose food they were delivering. And it’s safe to say that they did it.

Swiggy has been in business since day one and has only one goal in mind: to serve the target group and deliver food to them whenever and wherever they want. They have achieved this to such an extent that no one can doubt their abilities any more.

Source: Bank Limits

Some core company values ​​that have always helped them perform so well over the years are listed below:

Final thoughts

Swiggy is a great example of how high a dynamic start-up can really go. They have made the best possible use of all the tricks of the trade that exist in the current digital marketing industry and continue to maintain the quality of their content.

From a single city delivery company to a grocery delivery company, the journey they have been through is truly fascinating. The way their business strategies, marketing strategies and social media strategies come together has changed the company in just 6 years.

Don’t forget to visit our blog section for more content. In addition, you can also take the various digital marketing courses we offer and take your first step towards becoming a digital marketer.