Swiggy, India’s leading food delivery and quick-commerce unicorn, is branching out into the luxury lifestyle space with the soft launch of its new app, Crew, sources told Entrackr. The invite-only service is currently being tested internally and marks Swiggy’s boldest diversification into non-core services yet.
✨ What is Crew?
Crew is a personalized travel and lifestyle concierge app aimed at urban professionals and premium users. Early features reportedly include:
- Securing international driving permits
- Sourcing housewarming gifts within budget
- Arranging for locksmiths or home services
- Coordinating laundry for shoes and clothes
- Planning luxury holidays, including Europe itineraries
Sources say the app can handle “anything from everyday errands to full-blown luxury travel plans.”
🔄 From Rare Life to Crew
This is Swiggy’s second foray into premium services. Last year, the company tested a premium experiences platform called Rare Life, which was ultimately discontinued after a closed beta. Crew now replaces that with a broader lifestyle management focus, including both travel and daily needs.
🛍️ Premium Market Focus
The invite-only pilot is being trialed in top Indian cities. While official leadership and pricing plans are yet to be disclosed, insiders hint at a subscription-based revenue model, similar to other premium concierge players.
“Swiggy is testing Crew among a niche audience before scaling it. The company is focusing on affluent urban consumers who value time, access, and convenience,” said one person familiar with the project.
🆚 Competition Heats Up
Swiggy’s Crew will compete with Indulge Global, RedBeryl, CribLife, and Pinch — all of which operate in the high-end concierge and lifestyle management space in India.
This pivot comes as Swiggy looks to explore high-margin verticals amid intensifying competition from Blinkit, Zepto, and others in the delivery space.
📱 What’s Next?
If successful, Crew could become Swiggy’s next major consumer-facing app, signaling its ambition to become a comprehensive lifestyle brand — far beyond food.
Swiggy has not made an official announcement, and queries sent to the company remain unanswered.
