Online food delivery major Swiggy has forayed into the lifestyle and travel concierge segment with the launch of a new app called Crew, marking its latest attempt to tap into India’s growing premium consumer base.
According to sources, Crew is currently in beta and has been rolled out to a select group of users. The app is designed to offer highly personalised services ranging from securing international driving permits and planning bespoke travel to sourcing curated gifts within specified budgets. It is now available on both the Apple App Store and Google Play Store and is being developed under Swiggy’s parent entity, Bundl Technologies Pvt Ltd.
This move represents Swiggy’s second known attempt to serve affluent users. Last year, the company tested a subscription-based premium concierge service called Rare Life, which offered access to high-end experiences and event bookings. While Rare Life did not progress into a standalone app, Crew appears to be a more structured effort in the same direction.
Swiggy has been steadily diversifying its service portfolio beyond food delivery. In January, it launched Pyng, a professional services marketplace, currently operational in Bengaluru. Pyng connects users with a wide range of specialists, including financial advisors, health and wellness coaches, event planners, travel consultants and even spiritual experts.
In the B2B segment, the company introduced Assure earlier this year, a procurement platform for restaurants to source kitchen and pantry supplies. The service positions Swiggy in direct competition with Zomato’s Hyperpure vertical.
These recent launches reflect Swiggy’s evolving strategy as it seeks to deepen engagement across consumer and enterprise verticals, particularly in high-margin categories. The company, which is preparing for a potential IPO, is believed to be strengthening its non-food businesses as part of a broader growth play.
Swiggy has not officially commented on Crew or provided further details on its nationwide rollout plans.