Bengaluru — Swiggy, one of India’s leading food delivery platforms, has officially stepped into the premium concierge services market with the launch of a new app called Crew. The app, currently in beta mode, is aimed at high-income users and offers a range of customised lifestyle and travel services such as arranging international driving permits, planning bespoke travel experiences, and curating personalised gifts—all within user-defined budgets.
Crew is now available on both the Apple App Store and Google Play Store. It has been developed under Swiggy’s parent company, Bundl Technologies Pvt Ltd. The app is accessible only to a select group of users for now, as Swiggy tests and refines the platform before a broader rollout.
This move follows Swiggy’s earlier experiment with Rare Life, a premium subscription-based concierge service introduced last year. While Rare Life never became a standalone app, Crew represents a more structured and scalable approach toward capturing India’s rising premium market.
A Strategic Expansion Beyond Food
Swiggy’s foray into concierge services is part of a larger shift to diversify its business model. In January this year, the company launched Pyng, a professional services marketplace that connects users with experts in areas such as finance, wellness, events, travel, and spirituality. Pyng is currently operational in Bengaluru.
In the B2B space, Swiggy also rolled out Assure, a procurement solution for restaurants to manage kitchen and pantry supplies, directly competing with Zomato’s Hyperpure.
Together, these initiatives reflect Swiggy’s broader strategy to tap into high-margin verticals and reduce dependency on food delivery ahead of its potential IPO.
While the company has not issued an official statement about Crew’s future plans, the launch signals a clear intent to cater to India’s growing segment of premium consumers by offering hyper-personalised, on-demand services.