Hyperlocal Marketing in India: Swiggy’s Strategy for Targeted Delivery

Book Title: Indian Management Case Studies

Editors:  Dr. Jasbir Kaur and Dr. Devyani Ingale

ISBN:  978-81-973428-4-4

Chapter: 6

DOI:  https://doi.org/10.59646/imcsc6/192

Author: Dr. Shriram Joshi, Registrar, G H Raisoni University, Saikheda, Madhya Pradesh, India

Learning Objective:

This case study’s primary objective is to examine Swiggy’s hyperlocal marketing approach for focused delivery in India. In the context of online delivery services, participants will learn more about the idea of hyperlocal marketing and its applicability, especially in competitive and diverse regions like India. Participants will get an understanding of the significance of utilising technology, streamlining delivery processes, and interacting with local communities in order to improve customer satisfaction, loyalty, and market share through a thorough analysis of Swiggy’s activities. Participants will also investigate how brand positioning, competitive advantage, and company performance are affected by hyperlocal marketing, allowing them to make inferences that apply to their own sectors and regions.