Swiggy One: Building Swiggy's Most Powerful Growth Engine
Built a membership program to prevent churn, increase frequency, and support new categories.
Anuj Rathi
Co-founder and CEO, profound.me
From their time as
SVP, Revenue and Growth at Swiggy
Swiggy • Feb 2021
Overview
Anuj conceptualized Swiggy One for customers across frequencies, order values, and cities. He brought together the heads of product and design to launch it in about three and a half months. Within two months, members showed double their previous order frequency.
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The Story
Anoy conceptualized a membership program as a way to boost frequency, prevent churn, and support the launch of new categories. Free delivery was a core benefit, and the program created an audience for Instamart and introduced benefits including dining out.
He aligned executives and the team around the direction of a membership program. He modeled multiple program configurations with different benefits, pricing, appeal, and economics, allowing the group to put explicit boundaries around the decision.
He and the executive team narrowed the field to three versions and ran the business modeling needed to choose one. The program launched in roughly three to three and a half months, then continued to evolve as the team simplified benefits that were harder for customers to understand.
He also rebalanced the growth portfolio, moving investment from acquisition into membership and retention. Within two months, Swiggy One members showed double their previous order frequency. The program spanned food delivery, Instamart, and dining out, eventually contributing to a majority of Swiggy's GMV.
Ownership Snapshot
Broad role
Senior revenue and growth leader responsible for membership, lifecycle, and consumer growth.
Goal
Prevent churn, increase frequency, and support new categories across customer segments.
Direct ownership
Conceptualized the membership program, shaped the business model, and reallocated marketing investment.
Team execution
Brought together the heads of product and design, built the team, and worked with executives to launch the program.
Topics
- Membership
- Retention Strategy
- Consumer Research
- Growth Economics
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