Published Online:June 2026
Product Name:The IUP Journal of Case Folio
Product Type:Article
Product Code:IJCF020626
DOI:10.71329/CaseFolio/2026.26.2.21-34
Author Name:RLVS Lavanya and Koti Vinod Babu
Availability:YES
Subject/Domain:Management
Download Format:PDF
Pages:21-34
The case study explores the strategic dilemma faced by Swiggy, one of India’s leading food delivery platforms, as it aggressively expanded its advertising and promotional efforts amid intensifying competition and evolving consumer behavior. In an effort to deepen market penetration, enhance brand visibility, and drive user engagement, Swiggy significantly increased its marketing expenditure, particularly on digital advertising, influencer campaigns, IPL partnerships, and meme marketing. While these initiatives contributed to brand recall and user acquisition, they also led to a rise in operational losses, raising questions about the sustainability and effectiveness of such investments. The case examines the balance between short-term customer acquisition through discounts and long-term profitability through customer retention. It also offers an opportunity to analyze promotional ROI, digital strategy, and the broader implications of marketing-led growth in the Indian platform economy.
In February 2025, Indian food delivery and quick commerce platform Swiggy launched the ‘Great Indian Restaurant Festival (GIRF) 2025 in Bengaluru. During the festival, held from February 15 to April 13, food lovers across more than 40 cities in India enjoyed a flat 50% discount on dining at more than 15,000 top restaurants. GIRF 2025 had offerings such as Crazzy Deals of the Day, which had limited-time offers on top-rated restaurants, and exclusive GIRF-Only Menus, where specially curated dishes were available only during the festival.