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Swiggy Wears The Concierge Hat
- Swiggy Rare Life is the company’s first attempt at targeting the affluent class by offering concierge services for high net worth individuals (HNIs) in India.
- The service is membership-based and pricing starts at INR 50,000 with an annual subscription, and there are no service charges.
- Requests will be open-ended in nature, and can range from cab booking to travel planning to luxury shopping or access to particular events or shows.
- Rare Life also offers a concierge for every member and access to privileges such as live music, sports events, fashion shows, and other lifestyle activities.
- Swiggy Rare Life is building its service around manual intervention and execution and aims to ensure top-notch service through its human resources.
- The global concierge platform CEO quoted above added that HNIs require a higher degree of attention to detail and round-the-clock presence, which makes it difficult when working with a small and hungry team and that Swiggy Rare Life is a courageous but ambitious move for the platform.
- Swiggy’s food delivery and quick commerce platform currently caters to over 14 million users, while the HNI base in India topped out at close to 3.6 million individuals, according to the World Wealth Report 2024.
- The company’s biggest challenge lies in diversifying its talent acquisition as well as partnership model, which needs to be aligned more towards the hospitality and luxury lifestyle industry, as this is territory fairly new to the tech-first company.
- The startup scene is highly competitive and price is a significant filter for the right customer persona. Swiggy’s INR 50,000 starting price seems rather affordable in comparison to others, but it needs to cater to the demands of its target audience when it comes to service quality.
- It remains to be seen if Swiggy Rare Life will crack the code for concierge services or match up with global and Indian platforms such as Quintessentially India, Indulge Global, RedBeryl and One Concierge.
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