SUMMARY
- Swiggy has introduced an ‘incognito mode’ feature for its users to privately place orders.
- This new feature removes the need for users to manually remove orders from their history.
- Recently, the company has added features like Group Ordering, Eatlists, Explore Mode, Reordering, and Similar Carts.
Foodtech giant Swiggy has introduced an ‘incognito mode’ feature for its users to privately place orders on its food delivery and quick commerce platforms.
This new feature removes the need for users to manually remove orders from their history.
“As social as our lives are becoming, there are still things we prefer to keep private, and Incognito Mode is designed to address that need,” stated Rohit Kapoor, the CEO of Swiggy’s Food Marketplace.
According to the company, the feature is currently accessible to 10% of its user base and will soon be available to all.
To activate the feature, users simply need to click a button in their cart. A notification will appear to confirm that Incognito Mode is active. After the delivery, the order remains visible for up to three hours to address any concerns after delivery, after which it is hidden from the order history.
This launch is part of Swiggy’s recent strategy to boost user engagement. In recent months, the company has added features like Group Ordering, Eatlists, Explore Mode, Reordering, and Similar Carts.
The introduction of Incognito Mode is in preparation for Swiggy’s initial public offering (IPO). The company has submitted its IPO documents through the confidential route with the Securities and Exchange Board of India (SEBI) earlier this year.
Swiggy is aiming for a valuation of $15 billion for its IPO, a significant increase from its last valuation of $10.7 billion in 2022. The IPO will include the issuance of new shares worth Rs 3,750.1 crore and an offer-for-sale component worth Rs 6,664 crore.
The company’s revenue saw a 36% increase to Rs 11,247 crore in FY24, with a 44% reduction in net loss to Rs 2,350 crore. Swiggy’s gross order value reached $4.2 billion, marking a 26% YoY growth, with around 14.3 million users making monthly transactions.
However, Swiggy encountered a challenge when it was discovered that a former junior employee had embezzled Rs 33 crore over an extended period. The company has launched an investigation and has filed a legal case against the individual.
As the competition in the foodtech industry grows, Swiggy continues to innovate and expand its offerings. The launch of Incognito Mode follows Zomato’s introduction of features like order scheduling and group ordering. Meanwhile, newcomer Swish is trying to offer quick delivery of selected fast food items within a 10-15 minute radius in Bengaluru’s HSR area.
