In a bold move to diversify its offerings, Swiggy has launched 'Scenes', a platform dedicated to listing and selling tickets for live events and experiences. This launch comes just weeks after Zomato introduced its standalone app, District, aimed at experiences, ticketing, and the going-out business. The new service is set to heighten competition between these two food delivery giants.
Swiggy Scenes focuses on live experiences such as New Year’s Eve parties, DJ nights, live music events, and more, hosted at partner restaurants. Unlike Zomato’s District, which also includes movie ticket sales, Scenes is strictly limited to non-cinematic experiences. This differentiation reflects Swiggy's strategic decision to consolidate services within its main app, staying true to its superapp strategy.
The introduction of Scenes aligns with Swiggy's ongoing efforts to diversify beyond food delivery. In Q2FY25, Swiggy recorded a significant increase in its monthly transacting users (MTU) by one million, bringing its total user base to 17.1 million. This marked a 7% quarter-on-quarter (QoQ) and 19% year-on-year (YoY) growth. With the addition of Scenes, Swiggy aims to attract a broader audience while opening up new revenue streams.
Swiggy is not just stopping at Scenes. The company recently introduced One BLCK, an invite-only membership for premium users seeking concierge-level services. This exclusive program is tailored for consumers willing to pay a premium for added convenience, a space where Zomato currently does not compete.
While Zomato continues its superbrand strategy by launching standalone apps like District, Swiggy is focused on building an all-in-one superapp experience. This strategic divergence highlights the contrasting approaches of these two competitors. Zomato's District operates as a separate app, allowing users to explore a wide array of activities, including movie tickets. On the other hand, Swiggy consolidates its offerings within its main app, enhancing user convenience.
Currently, Swiggy Scenes is available in Bengaluru, but it is yet to be revealed how widely the service will expand. Swiggy’s success in this venture will depend on the regions it chooses to scale to and the diversity of experiences it offers.
Swiggy and Zomato are no longer just food delivery platforms. They now compete across various segments, including quick commerce, dining out, and event ticketing. With the addition of Scenes, Swiggy has entered a domain previously dominated by Zomato's District. However, Swiggy’s unique positioning as a superapp and its focus on premium services like One BLCK may give it an edge in appealing to a broader and more affluent audience.