Swiggy has introduced a new feature named 'Scenes' in its application, signifying its foray into the live event ticketing sector. This initiative poses a direct competition to Zomato's recently launched District platform. Presently accessible in Bengaluru, Scenes enables users to buy tickets for a range of events at affiliated restaurants, such as live music performances, New Year's Eve celebrations, and DJ nights.

Strategic Alignment with Swiggy's Superapp.

The feature has been incorporated into Swiggy's extensive super-app, leveraging its substantial user base of 17.1 million monthly active users, reflecting a 19 per cent year-on-year increase as of the second quarter of FY25. In contrast to Zomato's District, which provides a diverse array of events such as movie ticket sales, Swiggy's Scenes is dedicated exclusively to live dining and entertainment experiences.

Swiggy's Strategic Growth Initiatives.

Swiggy is pursuing ambitious growth initiatives by filing to establish a wholly-owned subsidiary aimed at expanding into the sectors of sports, amusement, and recreation. This strategic decision comes in the wake of Zomato's recent acquisition of PayTm's Insider business for Rs. 2,048 crore, which facilitated the introduction of District. Zomato's CEO, Deepinder Goyal, regards District as a potential transformative element in the company's strategy to diversify beyond food delivery.

The competition between Swiggy and Zomato is escalating, as both entities now vie for dominance in food delivery, quick commerce, dining experiences, and event management. Although Scenes is currently operational solely in Bengaluru, Swiggy has yet to disclose any plans for a nationwide expansion or a comprehensive list of events it aims to provide through this service.

Swiggy's One BLCK Subscription.

Swiggy has introduced a premium membership known as One BLCK, which is available solely through invitation. This membership provides a range of benefits, including expedited food delivery with a guarantee of punctuality, complimentary beverages, and prioritized customer support. Members of One BLCK will also enjoy exclusive discounts, unlimited deliveries, and advantages from partners like Amazon Prime and Disney+ Hotstar. Priced at Rs. 299 for a three-month period, One BLCK is accessible to a select group of users throughout India, with current Swiggy One members having the opportunity to upgrade their membership.

These new initiatives by Swiggy are part of a comprehensive strategy aimed at broadening its service offerings beyond food delivery and enhancing its competitive edge in the market.

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