By Business Connect Magazine
In a bold stride beyond its food delivery and quick commerce roots, Swiggy India has launched Crew, a premium travel and lifestyle concierge app, currently in its beta phase. Unveiled on June 20, 2025, this invite-only pilot targets affluent consumers, offering personalized services that blend human expertise with cutting-edge AI.
As Swiggy diversifies its portfolio, Crew positions the Bengaluru-based giant as a formidable player in India’s burgeoning concierge market, signaling a strategic pivot toward high-margin, luxury services. Here’s everything you need to know about this exciting venture.
Swiggy’s Vision: A ‘House of Apps’ Strategy
Swiggy, founded in 2014, has transformed from a hyperlocal food delivery platform into a multifaceted tech powerhouse operating in over 580 Indian cities. With offerings like Instamart for quick commerce, Pyng for professional services, and Scenes for events, Swiggy’s latest move with Crew reflects its ‘house of apps’ approach—creating specialized platforms for distinct consumer needs, unlike the ‘superapp’ model that has yet to gain traction in India. This strategy mirrors global tech giants like Alibaba and Meituan, allowing Swiggy to cater to niche markets with precision.
Crew builds on lessons from Swiggy’s earlier concierge experiment, Rare Life, a subscription-based service for elite experiences that was discontinued in 2024 after a limited trial. By integrating human concierges with generative AI, Crew aims to deliver seamless, high-touch services, setting a new benchmark for convenience in the premium segment.
What Crew Offers: Personalized Luxury at Your Fingertips
Available on both Apple App Store and Google Play Store under Swiggy’s parent entity, Bundl Technologies Pvt Ltd., Crew is designed to simplify the lives of high-net-worth individuals (HNIs) and urban professionals. Key services include:
Bespoke Travel Planning: From crafting European vacation itineraries to managing travel documents, Crew ensures hassle-free journeys.
International Driving Permits: Streamlined assistance for securing permits, ideal for globetrotters.
Curated Gifting: Sourcing premium, budget-specific gifts for special occasions.
Lifestyle Management: Booking dinner reservations, arranging laundry services, or hiring locksmiths with ease.
Currently in an invite-only beta phase, Crew is being tested in major Indian cities, targeting affluent consumers who value convenience and exclusivity. Sources suggest the app may adopt a subscription-based revenue model, similar to competitors like Indulge Global and RedBeryl, though Swiggy has not officially confirmed this.
The Concierge Market: Opportunities and Challenges
India’s concierge and lifestyle management market is witnessing a surge, driven by rising disposable incomes and a growing HNI population. Valued at $1.2 billion in 2025, the sector is projected to grow at a 12% CAGR through 2030, fueled by demand for personalized services. However, Crew faces stiff competition from established players like:
Indulge Global: Known for its $4 lakh annual membership, targeting ultra-luxury clients.
RedBeryl: An invite-only platform with a $5 lakh joining fee, emphasizing exclusivity.
Quintessentially India and Pinch: Offering high-end lifestyle management with global networks.
Unlike food delivery, the concierge space demands high-touch, human-driven execution, posing a challenge for Swiggy’s tech-first model. Experts like Advita Bihani of Indulge Global emphasize the need for specialized talent in hospitality and luxury to meet HNI expectations. Swiggy’s success will hinge on its ability to forge strategic partnerships and diversify its workforce to deliver world-class service.
Swiggy’s Broader Expansion: A Pre-IPO Push
The launch of Crew aligns with Swiggy’s aggressive diversification ahead of its $11.3 billion IPO in November 2024. Recent ventures include:
Pyng: A professional services marketplace launched in January 2025, connecting users with financial advisors, wellness coaches, and travel consultants in Bengaluru.
Assure: A B2B procurement platform for restaurants, competing with Zomato’s Hyperpure.
Scenes: An events and ticketing service introduced in December 2024, enhancing Swiggy’s out-of-home consumption segment.
These initiatives reflect Swiggy’s focus on high-margin categories to bolster long-term growth, especially as it navigates rising losses and competition from Zomato, Zepto, and e-commerce giants like Amazon. The suspension of Swiggy’s peer-to-peer delivery service Genie and the transfer of its cloud kitchen brands to Kouzina further underscore its strategic realignment toward premium and scalable verticals.
Market Response and Future Outlook
Swiggy’s shares surged 4.2% to ₹390.10 on June 20, 2025, reflecting investor optimism about Crew and its non-food ventures. Social media buzz on platforms like X highlights excitement around the app’s potential to redefine convenience, with users praising its diverse offerings, from vacation planning to gifting solutions.
Looking ahead, Crew’s success will depend on its ability to scale beyond the beta phase while maintaining service quality. A nationwide rollout plan remains undisclosed, but Swiggy’s co-founder Phani Kishan’s personal involvement in introducing the app signals strong leadership commitment. If executed well, Crew could tap into a lucrative revenue stream, positioning Swiggy as a leader in India’s premium lifestyle market.
Join the Crew Revolution
As Swiggy redefines convenience with Crew, it invites premium consumers to experience a new era of personalized service. Whether you’re planning a dream vacation or seeking curated gifts, Crew promises to elevate your lifestyle with unmatched ease. Stay tuned for updates as Swiggy rolls out this game-changing app to a wider audience.
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