Swiggy Rebrands Subscription Grocery Delivery Vertical SuprDaily As InsanelyGood

Swiggy has rebranded its subscription-based grocery delivery service SuprDaily as InsanelyGood. It also exited the milk delivery service and entered the grocery space back in February. SuprDaily has also discontinued its subscription service Supr Access.

In a statement, Swiggy told Moneycontrol that the new brand is currently a pilot programme in Bengaluru.

“InsanelyGood by Swiggy offers customers fresh, authentic and delicious groceries delivered to their doorstep the next morning. We are currently running a pilot program in Bangalore,” a Swiggy spokesperson was cited as saying.

InsanelyGood went into effect on February 18, based on the messages sent by SuprDaily to its customers.

The development signals SuprDaily moving away from a subscription service to a next-day grocery delivery service. Customers can now order up to 11 PM and the app claims to complete deliveries before 7 AM the next morning. 

InsanelyGood will sell fruits, vegetables, baked goods, stone-ground batters and chutneys and milled atta on its platform. The app also features local snacks such as chips, mixtures and peanuts. In all, the app features around 3,000 products.

SuprDaily was acquired by Swiggy in 2018, having been founded in 2015 by Puneet Kumar and Shreyas Nagdawane, who moved on from both SuprDaily and Swiggy in 2021, following the appointment of Phani Kishan Addepalli as SuprDaily CEO.

SuprDaily, now InsanelyGood, is Swiggy’s third venture in the grocery business, with the food delivery decacorn already having Instamart and Handpicked in the field. Swiggy had picked up SuprDaily before setting up either of the aforementioned businesses.

Last May, Swiggy shut down SuprDaily services in five cities – Delhi NCR, Mumbai, Pune, Hyderabad and Chennai – as the vertical could not achieve profitability despite it reaching an order volume of 200K orders per day. Since then, the app has been operating solely in Bengaluru.

Negative Customer Reviews For InsanelyGood

However, if the customer reviews on the Google Play Store are anything to go by, the move has not been well-received by users. Since the change in mid-February, InsanelyGood’s app has received hundreds of negative reviews, with customers mostly complaining about the milk delivery subscription and Supr Access being discontinued.

In response to the customer reviews, InsanelyGood stated, “We have launched a new grocery experience that goes beyond delivery just “good” quality groceries.”