Swiggy launches 'Incognito Mode' for private ordering across food delivery and quick commerce platforms, currently available to 10% of users
The feature rollout comes as Swiggy prepares for its IPO, targeting a $15 Bn valuation for its $1 Bn to $1.2 Bn public offering
Despite recent growth in revenue and order value, Swiggy faces challenges including an embezzlement case involving a former employee
Foodtech major Swiggy
has rolled out an ‘incognito mode’ feature for users to place orders privately across its food delivery and quick commerce platforms.
The new feature eliminates the need to manually delete orders from history.
“As social as our lives are becoming, there are still things we prefer to keep private, and Incognito Mode is designed to address that need,” said Rohit Kapoor, CEO of Swiggy’s Food Marketplace.
As per the company, incognito mode is currently available to 10% of its users and will be rolled out to all shortly.
Users can activate the feature via a toggle in their cart. Once activated, a reminder will appear, confirming that Incognito Mode is on. After delivery, the order remains trackable for three hours to manage any post-delivery concerns, after which it is hidden from the order history.
This launch is part of Swiggy’s recent efforts to enhance user engagement. In the past few weeks, the company has introduced features including Group Ordering, Eatlists, Explore Mode, Reordering, and Similar Carts.
The introduction of Incognito Mode comes as Swiggy prepares for its initial public offering (IPO). The company filed its draft IPO papers via the confidential route with the Securities and Exchange Board of India (SEBI) earlier this year.
Swiggy is reportedly eyeing a valuation of $15 Bn for its $1 Bn to $1.2 Bn IPO, up from its last valuation of $10.7 Bn in 2022. The IPO will include a fresh issue of shares worth INR 3,750.1 Cr and an offer-for-sale component worth INR 6,664 Cr.
The company’s revenue grew 36% to INR 11,247 Cr in FY24, while its net loss narrowed by 44% to INR 2,350 Cr. Swiggy’s gross order value reached $4.2 Bn, marking a 26% year-on-year growth, with approximately 14.3 Mn monthly transacting users.
However, Swiggy faced a setback when it was revealed that a former junior employee had embezzled INR 33 Cr over an extended period. The company has initiated an investigation and filed a legal complaint against the individual.
As competition in the food tech sector intensifies, Swiggy continues to innovate and expand its services. The launch of Incognito Mode follows Zomato’s recent rollout of features such as order scheduling and group ordering. Meanwhile, new entrant Swish is attempting to deliver select fast food options within 10-15 minutes in Bengaluru’s HSR layout.
