Swiggy, the Bengaluru-based food delivery giant, has introduced Assure, a business-to-business (B2B) platform designed to compete with Zomato’s Hyperpure. This move intensifies the rivalry between the two companies, as both seek to dominate the food service industry supply chain. Assure was initially launched in September 2023 and received updates in December 2023.
Assure is positioned as a one-stop solution for the HoReCa (Hotels, Restaurants, and Caterers) industry, offering a streamlined B2B platform for kitchen supplies. According to the app description, it provides locally sourced, high-quality, and fresh ingredients while adhering to strict sanitary standards from sourcing to delivery. The app is designed to be a comprehensive solution for all kitchen needs.
The Assure app was developed and released by Swiggy’s Android subsidiary Scootsy, which has also launched other B2B tools such as:
Lynk Pragati – A sales tool.
Tezz – A B2B retail ordering app.
LYNK Partner – An intra-city logistics platform for driver partners.
Currently, the Assure app has over 100 downloads, with the potential for rapid expansion as Swiggy strengthens its B2B capabilities.
Swiggy’s launch of Assure aligns with its broader strategy of expanding its food services ecosystem. By integrating B2B operations, Swiggy aims to establish a more sustainable and profitable business model that extends beyond food delivery.
Key benefits of the Assure platform:
Strengthens HoReCa partnerships.
Enhances Swiggy’s end-to-end supply chain.
Creates opportunities for higher profit margins compared to food delivery.
Improves operational efficiencies and customer satisfaction.
The launch of Assure complements Swiggy’s recent ventures, including:
Bolt & Snacc – A 10-minute food delivery service.
Swiggy Scenes – A platform for restaurant event reservations.
One BLCK – An invite-only premium membership program.
These initiatives demonstrate Swiggy’s commitment to diversifying its service offerings and increasing market dominance.
Swiggy’s entry into the B2B supply chain pits it directly against Zomato’s Hyperpure, which was launched in 2018 and has since grown significantly. Hyperpure now serves over 40,000 restaurant partners across 100+ cities, offering a diverse range of 4,000+ products.
Q3 FY2025 sales: ₹1,671 crore, a 95% increase from the previous year.
Adjusted EBITDA loss reduced from ₹34 crore to ₹19 crore.
Provides next-day delivery for essential kitchen supplies.
Swiggy’s Assure aims to replicate and challenge Hyperpure’s success by leveraging its vast network and logistics expertise.
Swiggy’s expansion into the B2B segment presents several growth opportunities:
Increased Profitability: The food supply chain typically yields higher profit margins than consumer food delivery.
Stronger Vendor Relationships: Direct engagement with hotels, restaurants, and caterers can lead to long-term partnerships.
Market Diversification: A more balanced business portfolio reduces reliance on food delivery alone.
Competitive Edge: Swiggy can leverage its existing logistics infrastructure to scale Assure quickly.
Swiggy is one of India’s leading on-demand convenience platforms, serving millions of customers across 600+ cities. Established in 2014, Swiggy has expanded its services beyond food delivery, offering quick commerce, dining reservations, and logistics solutions.
Key Swiggy Services:
Swiggy Food – Partners with 200,000+ restaurants nationwide.
Swiggy Instamart – Quick commerce platform delivering groceries in 10 minutes.
Swiggy Dineout & Swiggy Genie – Expanding convenience for urban consumers.
Swiggy One – India’s only multi-service membership program.
Conclusion
With the launch of Assure, Swiggy is making a bold move into the B2B supply chain sector, setting the stage for a head-to-head battle with Zomato’s Hyperpure. As competition in the Indian food tech industry intensifies, this strategic expansion is expected to drive significant business growth and market penetration for Swiggy.