Swiggy has merged its premium grocery service, InsanelyGood, with its quick commerce platform, Instamart, to streamline operations and strengthen its quick commerce vertical. The decision was communicated to users via a notification recently, signalling a shift in Swiggy’s approach to grocery delivery.
InsanelyGood, which previously operated in six cities, has scaled down its operations to Bengaluru in a bid to optimize costs. Orders placed on the platform before 11 p.m. are typically fulfilled by 7 a.m. the following day, ensuring swift delivery to customers.
This consolidation follows InsanelyGood’s integration into the main Swiggy app in July last year. Despite its standalone identity, it was incorporated as a distinct tile on the app’s home page, alongside other Swiggy services like Instamart, Dineout, Genie, and Minis.
The transition from SuprDaily to InsanelyGood occurred in March last year, following Swiggy’s acquisition of SuprDaily in 2018. With a focus on offering a premium selection of groceries, InsanelyGood garnered significant consumer interest, prompting plans for expansion across Bangalore as a separate entry point within Swiggy Instamart.
Phani Kishan, cofounder of SuprDaily and subsequently a key figure at Swiggy, assumed leadership of Swiggy Instamart last year. This leadership change coincided with the departure of senior executive Karthik Gurumurthy, who played a pivotal role in establishing Instamart.
The merger also reflects the evolving landscape of quick commerce, with firms like Instamart, Zepto, and Blinkit diversifying their offerings to include products beyond groceries, posing a challenge to traditional e-commerce players. Swiggy itself has ventured into selling categories such as home and kitchen, electronics, and toys through its Swiggy Mall vertical.
In January, Swiggy implemented workforce reductions affecting 350–400 roles as part of cost-cutting measures. Despite these adjustments, Swiggy remains focused on its growth trajectory, with plans to file its draft IPO papers in the coming months, signalling its ambitions in the competitive market landscape.