As Indian citizens have turned to cooking, instead of ordering food online, Swiggy is experimenting with new ways to increase frequency on its app. The food delivery firm is presently piloting DIY (do it yourself) food kits, which lets users order the ingredients of a specific dish from restaurants using Swiggy to be able to cook it themselves.
This comes just weeks after Swiggy launched a gamut of recipes on its online application.
As per the media sources, the firm has been experimenting with DIY food kits with a few restaurants in some select cities including partial parts of Bengaluru and Gurugram. “I know at least six restaurants are part of the experiment in Bengaluru,” said a restaurant owner who is part of the new initiative, requesting anonymity.
The concept of food kits was brought to the forefront by startups such as Blue Apron, the New York-based firm — which send across chef-designed meals with ingredients to its users.
In India, however, the concept of DIY food kits is at a nascent stage with niche premium food chains and online meat and poultry sellers such as FreshtoHome and Licious providing ready-to-cook recipes. Even cloud kitchen firm Rebel Foods, that owns brands such as Faasos, recently initiated offering DIY food kits.
However, Swiggy’s foray marks the first entry of an online food delivery company into such meal-kit delivery service. “Swiggy will not have a problem in sourcing and with this move, restaurants could get an additional source of revenue,” said another source, who also wished not to be named.
This becomes significant because restaurants have been heavily impacted due to the COVID-19 crisis. Some believe that restaurants may not be able to recover in the coming months as many would avoid eating out for the rest of the year or so.