Swiggy Relaunches Premium Grocery Service ‘Handpicked’

Swiggy Relaunches 'Handpicked'

Three points you will get to know in this article:

  • Swiggy adds upscale groceries to Instamart with premium organic produce.
  • Focuses on 10-minute on-demand delivery with 500+ brands, including local favorites.
  • Expanding from Bengaluru to Delhi and Mumbai to align with Swiggy’s vision in quick commerce.

Introduction of Swiggy's ``Handpicked`` Grocery Segment

swiggy logo

Swiggy, headquartered in Bengaluru and known for its food technology services, has recently launched a new upscale grocery segment named “Handpicked” within its rapid delivery platform, Swiggy Instamart.

This latest offering is designed to offer premium organic, locally-sourced produce directly to consumers. Positioned conveniently within the Swiggy Instamart app, Handpicked showcases a meticulously curated assortment of top-tier products, featuring items like artisanal paneer, freshly baked breads, gourmet cookies, and a diverse array of specialty goods such as global spices and oriental sauces.

Evolution from InsanelyGood to Handpicked

Swiggy initially introduced a high-end grocery service called InsanelyGood, accessible through a dedicated app. This service merged with Instamart in March. Swiggy also offered a premium product delivery service named Handpicked, which provided next-day delivery but ceased operations in May 2023. The revamped Handpicked now stands out by being part of the quick commerce model, providing on-demand delivery within ten minutes, and emphasizing freshness, originality, and authenticity.

Featuring a curated selection from over 500 brands, our service highlights local favorites and well-known names like Iyengar’s, Sweet Karam Coffee, Blue Tokai, The Whole Truth, NOTO, and Masterchow. We focus on locally sourced products, blending traditional and modern brands, clean-label items, and gourmet options. Our collection offers a unique alternative to mass-produced products.

Expansion Plans and Pilot Operations

Handpicked is presently accessible in Bengaluru, with plans by Swiggy to imminently introduce this service in Delhi and Mumbai. The company is currently conducting a pilot of Handpicked’s operations in Bengaluru to assess its performance prior to its rollout in other metropolitan areas. This initiative forms a crucial component of Swiggy’s strategy to innovate and uphold its standing within the fiercely competitive quick commerce sector, amidst formidable competitors such as Zomato’s Blinkit and Zepto.

Swiggy, based in Bengaluru, has introduced “Handpicked” on Swiggy Instamart, offering premium organic produce via quick commerce. Initially InsanelyGood, now merged with Instamart, it emphasizes on-demand delivery in ten minutes, freshness, and authenticity. With a varied selection from 500 brands, including local favorites and known names, such as Iyengar’s and Blue Tokai, it provides an alternative to mass-produced goods. Operating in Bengaluru, expansion to Delhi and Mumbai is imminent. This strategy aligns with Swiggy’s innovative vision in the competitive quick commerce sector alongside rivals like Zomato’s Blinkit and Zepto.

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