Daybreak Why Swiggy's marketplace for therapists & tarot card readers is much more than a side hustle
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May 28, 2025 Swiggy is branching out beyond food deliveries with its new service marketplace, connecting customers to verified professionals like therapists and tarot card readers. The shift comes as part of a strategy to enhance customer engagement and set itself apart from competitors. The discussions reveal the challenges of ensuring a reliable customer experience in this competitive landscape and how the initiative aims to redefine service standards in India.
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Swiggy's Shift from Minis to Ping
- Swiggy first tried a Shopify-like platform called Minis for small businesses in 2022, but it failed to gain traction and was eventually shut down.
- In 2024, it relaunched as Ping, a service marketplace for verified professionals like therapists and chartered accountants in Bangalore.
Why Swiggy Is Diversifying
- Swiggy and Zomato are diversifying beyond food delivery to cope with slowing growth and challenges in quick commerce.
- They aim to become broader platforms instead of relying solely on food tech.
Why Minis Failed to Attract Sellers and Customers
- Minis provided small businesses an online storefront but lacked commission incentives to market these brands, leading sellers to prefer established platforms.
- Without significant marketing effort and unclear benefits, customer visits to Minis stores were minimal.