By Abhay Ray 
Introduction
Swiggy, the Bengaluru-based food delivery company, has launched Assure, a business-to-business (B2B) platform, to compete with Zomato’s Hyperpure solution, intensifying a business war between the two companies. The app was released in September of last year and was updated in December. According to the app description, it is a “one-stop shop for the HoReCa (hotels, restaurants, and caterers) industry and a B2B platform for kitchen supplies.” With over 100 downloads so far, the app was released by Swiggy’s Android subsidiary Scootsy, which also introduced the sales tool Lynk Pragati, the B2B retail ordering app Tezz, and the intra-city logistic platform for driver partners LYNK Partner.
Assure offers wide range of kitchen essentials
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. According to the App, Assure provides“locally sourced, high-quality, and fresh ingredients” while adhering to strict sanitary standards from sourcing to delivery. It is a “comprehensive solution for all kitchen needs,” itstated.
The new kitchen supply app is a calculated step towards the company’slong-term development and financial success. It’s food services ecosystem will be strengthened by the B2B sector by establishing a sticky, end-to-end value chain that runs from procuring ingredients to food delivery. Additonally, this can help the business improve its rapport with HoReCa players. In addition to helping Swiggy compete more effectively with Zomato, the B2B supply chain can enable Swiggy to potentially create higher profitsin comparisonto low-margin food delivery businesses by leveraging HoReCa procurement, a significant recurrent expense for restaurants and hotels.
Swiggy’s new venture amid industry slowdown
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
In 2018, Zomato introduced its Hyperpure solution, which has since expanded to more than 100 cities and can now deliver over 4,000 goods to more than 40,000 restaurant partners. The app offers next-day delivery for groceries, fruits and vegetables, packaging, consumables, poultry, meats and seafood, gourmet foods, and kitchenware.
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. In Q3 of this fiscal year, the company announced Hyperpure’s sales of ₹ 1,671 crore, up 95 per cent from ₹ 859 crore in Q3 of FY24. At the same time, the adjusted EBITDA loss decreased from ₹ 34 crore to ₹ 19 crore.
Swiggy’s new initiatives to expand offerings
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’. Swiggy Scenes for restaurant event reservations, and One BLCK, an invite-only premium membership program.These moves show Swiggy’s commitment to adapt and thrive in the cut-throat food tech industry.
Conclusion
Swiggy’s launch of the Assure app marks a strategic pivot toward the high-potential B2B space, directly challenging Zomato’s Hyperpure dominance. As the food delivery sector faces profitability pressures, Assure enables Swiggy to build deeper relationships with HoReCa businesses and tap into recurring procurement revenue. This move, combined with its diversified ventures like SNACC, Scenes, and Rare Life, reflects Swiggy’s broader ambition to evolve from a food delivery platform into a comprehensive food and services ecosystem. With Assure, Swiggy is positioning itself for long-term growth amid rising competition and industry headwinds.
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