Swiggy Launches New Membership Plan ‘One BLCK’

In a bid to further shore up its revenue, foodtech major Swiggy has launched an invite-only membership programme, One BLCK.

In a statement, Swiggy said that One BLCK will cost select users and existing Swiggy One members INR 299 for a three-month plan. The company said that this is the launch price and plans a phased roll out of the offering. 

One BLCK users will get “faster” deliveries with an “on-time guarantee” on each order. The membership also entails unlimited free deliveries for food and Instamart and access to “top” customer care agents for priority support.

Besides, the members will get complimentary cocktails, drinks, or desserts when using Swiggy’s Dine Out for restaurant bookings as well as “member-only” discounts on Dineout and food delivery. 

“Swiggy One BLCK is the business-class equivalent for our customers—refining the aspects that matter most to premium users: speed, reliability, and personalised care. With this launch, we’re setting a new benchmark for premium memberships in the industry,” Swiggy’s cofounder and chief growth officer Phani Kishan said on the launch. 

It is pertinent to mention that Swiggy already has a membership programme, called Swiggy One. With this launch, the company is targeting to convert some of these members to One BLCK.

Under Swiggy One, members get unlimited free deliveries for orders over INR 149 and in a radius of 10 kms. Further, similar restrictions are on Instamart deliveries. It also provides a cheaper membership option in the form of ‘Swiggy One Lite’

Besides, Swiggy is also experimenting with a high-priced concierge membership that offers subscribers purchase access to high-end experiences and events that are not available to the general public. 

The proposed membership plan, Rare Club, targets high-net-worth individuals (HNIs) and may cost them a yearly base fee of INR 50,000. Earlier, sources told Inc42 that the top end of the pricing for Swiggy Rare Life is yet to be determined. 

Meanwhile, Swiggy’s rival Zomato also has a membership plan similar to Swiggy One, Zomato Gold. The benefits are also almost identical to Swiggy One.  

The new launch comes at a time when Swiggy continues to lag behind leading players in the food delivery and the quick commerce segment. In November, brokerage firm Motilal Oswal pegged Zomato’s market share in the food delivery market to be at 58% and Swiggy’s at 42% as of June 2024.

In the quick segment, it said Blinkit continued its dominance with a 46% market share in Q1 FY25, followed by Zepto at 29% and Swiggy Instamart at 25%.