Swiggy Shuts Down Genie to Double Down on Food Delivery and Instamart:

Suspense crime, Digital Desk : According to Moneycontrol, one of India’s prominent grocery and food delivery service, Swiggy has permanently shut down its hyperlocal delivery sector, Genie. This comes as Swiggy looks to redirect its resources towards dominating quick commerce with Instamart.

Swiggy Genie Goes Dark in All Major Regions

The Genie unit was operated in more than 60 cities. Genie has completely gone dark in the last few weeks. With this move, Genie will focus on food delivery as well as building Instamart to compete against Blinkit and Zepto in ultra rapid delivery services.

A More Obscure Division Than Others

Swiggy Genie, launched in April 2020, enabled intercity sending and receiving of packages by users. Though the service did provide some additional revenue, it was far from being the lynchpin of Swiggy’s finances. Accompanied by low output and meagre growth possibilities, it has now been branded outdated.

Manoj Muthu Kumar, whod served as Vice President of Genie at Swiggy will be reallocating to other strategic leadership roles within the organization.

Competitors Filling the Gap Swiftly

After both Swiggy Genie and Dunzo pulled back on their hyperlocal delivery services, Uber (through Package), Rapido, and Porter began to expand their services to urban users with the intention of capturing additional market share.

Quick Commerce Becomes the New Focus

The news of Swiggy shifting focus to Genie has indicated a larger industry trend: the war zone is now shifted to quick commerce. Instacart’s aggressive growth in the sector and Zomato’s heavy investment in Blinkit has made Swiggy turn to Instamart to maintain and grow their market share.

Earlier this month, Inc4did62 reported that Swiggy Genie was on pause, but the latest update indicates that the company has stopped all operations relating the vertical completely.