Swiggy Instamart Introduces Maxxsaver to Rival Zepto's Super-Saver

In a bold move to capture the bulk grocery shopping market, Swiggy Instamart has launched Maxxsaver, a feature designed to automatically apply savings at checkout when a certain cart value is reached. This initiative places Swiggy in direct competition with Zepto's Super-Saver section, marking a significant shift in the quick commerce (QC) landscape towards higher-value, planned orders.

The Strategic Shift in Quick Commerce

The introduction of Maxxsaver reflects a broader trend among QC platforms like Swiggy and Zepto, which are increasingly focusing on bulk-order incentives. This strategy, reminiscent of traditional players such as BigBasket, aims to boost average order values (AOV) and secure a larger share of the household grocery market.

Profitability and Market Dynamics

While this pivot towards value retail may impact profitability margins, the absolute profit per order could remain stable or even increase due to higher AOVs. HSBC analysts highlight that despite potential margin compression, the shift could lead to similar or higher absolute Ebitda per order.

Availability and Future Plans

Maxxsaver is now accessible in over 100 cities where Swiggy Instamart operates, offering discounts on more than 35,000 items. Swiggy plans to enhance the feature with additional perks for Swiggy One BLCK members, further incentivizing bulk purchases.