Same war, new turf—Swiggy takes on Zomato's Hyperpure with 'Assure'
20 Mar 2025

Swiggy has introduced 'Assure,' a new business-to-business (B2B) platform designed to supply kitchen essentials to restaurants and hotels, directly competing with Zomato's Hyperpure.

The foodtech giant has also launched a dedicated app for the platform, listed as 'Assure' on Play Store and 'Resto Assure' on Apple's App Store.

Swiggy's expansion into the B2B segment signals the beginning of a new battle between the two rivals, who are already competing in food delivery and quick commerce.

Assure offers wide range of kitchen essentials
Service details

The Assure app, listed in September last year, allows hotels, restaurants, and caterers to source fresh ingredients from local suppliers directly via the platform.

Businesses can order a range of products like vegetables, fruits, oil and ghee, dairy products, pulses, rice, flour, canned and imported items, etc. on the platform.

Deliveries are managed by Scootsy Logistics Private Limited, a Swiggy subsidiary that owns and operates Assure.

Swiggy's new venture amid industry slowdown
Market challenges

The launch of Assure comes at a time when the food delivery industry is slowing down.

Swiggy's quick commerce division, Instamart, has been reeling under heavy losses due to aggressive expansion and stiff competition in the sector.

Instamart contributed 66% to Swiggy's overall loss of ₹799 crore in Q3 FY25 with its net loss skyrocketing by 70% year-on-year to ₹568.7 crore during the quarter.

Swiggy's decision to launch Assure indicates a recognition of the B2B market's growth potential.

Hyperpure is seeing strong growth, prompting Swiggy's entry in B2B
Zomato's growth in B2B

Zomato's impressive financial performance with Hyperpure may have influenced Swiggy's decision to enter the B2B space with Assure.

Hyperpure's revenue surged by 97% year-over-year, reaching ₹1,473 crore in Q2 FY25, compared to ₹747 crore in Q2 FY24.

The momentum continued in Q3, with a 13.4% sequential increase, bringing revenue to ₹1,671 crore.

The B2B segment remains a crucial growth driver for Zomato, as an increasing number of restaurants depend on its procurement services.

Swiggy's new initiatives to expand offerings
Future plans

In December, Swiggy launched 'Scenes' to bolster its 'out of home consumption' vertical and diversify its offerings further.

The company is also said to be planning to launch a services marketplace called 'Yello,' and concierge services under the brand name 'Rare Life.'

To enhance quick commerce, it has launched a separate app named 'SNACC' for fast food delivery and offers 10-minute food delivery under 'Bolt.'

These moves show Swiggy's commitment to adapt and thrive in the cut-throat food tech industry.