Online food delivery start-up Swiggy is hiring over 12,000 delivery executives by this year-end. The Bengaluru-based start-up, which raised $16.5 million a few weeks ago through a second round of funding from Norwest Venture Partners and existing investors Accel Partners and SAIF Partners, is on an expansion spree.

The company is ramping up its delivery team to provide quicker service in a bid to stay ahead in the highly competitive food delivery market. Other players in the segment are like Zomato and FoodPanda with a leadership position.

However, Swiggy differs in a way that it is more hyper-local and owns the delivery team equipped with smartphones who pickup orders and efficiently deliver to customers. Compared to Swiggy, other players rely on third-party vendors or the restaurants’ delivery boys. In the quickly growing hyper-local logistics market, delivery executives are the critical resource that can enable swift progress for start-ups. Having their own delivery fleet enables them to offer their customers several intriguing features like faster deliveries, no minimum order and multiple online payment options. It further ensures that the customers have a hassle-free experience while ordering food online, from choosing dishes to the delivery of their order.

A statement said it has expanded operations to Gurgaon and Hyderabad and plans to disrupt this supply market with its best-in-market compensation and skill development programmes.

Founded by Sriharsha Majety (BITS Pilani and IIM-C alumnus), Nandan Reddy (BITS Pilani alumnus) and Rahul Jaimini from IIT Kharagpur, Swiggy operates around the concept of delivering food from the best of neighbourhood restaurants to the customers’ doorstep. Unlike many other food delivery platforms, Swiggy drives a fleet of delivery personnel.

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