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Sriharsha Majety
CEO & Co-Founder, Swiggy

Swiggy Capital Markets Day 2026

📅 Aug 07, 2026 We Are Swiggy 232 MIN 172 VIEWS 214 SEGMENTS · 12 SPEAKERS
Swiggy Capital Markets Day 2026.

What Sriharsha Majety said

Written from the verified transcript and checked against it. Every figure links to the moment it was said.

Sriharsha Majety, CEO and co-founder of Swiggy, outlined the company's strategy at its first Capital Markets Day, emphasizing a mission of nation-building through convenience. He highlighted achievements since the IPO, including 56% GOV growth and adjusted AIDA margin improvement, and set a platform aspiration of 10,000 crore adjusted AIDA by FY31, driven by 30% plus GOV CAGR. Majety discussed fortifying core businesses: food delivery, aiming for higher growth than the 18-20% guidance, and Instamart, which reached CM break-even with 40% GOV growth, expanding assortment from 10k to 40-50k SKUs and from 15 to 130 cities. He introduced innovations like Toying, a value-focused app for Gen Z, and Noise, a private brand, to democratize convenience. Majety expects dine-out to generate as much AIDA as food delivery did last year by FY31. He also addressed capital expenditure, confirming dark store and warehousing capex of 2-2.5 crore per store, and stated that growth will come from densification in existing cities.

Key takeaways

  1. Swiggy targets 10,000 crore adjusted AIDA by FY31, with 30% plus GOV CAGR and strong MTU growth.
  2. Food delivery ambition is to add 5-10% growth on top of the current 18-20% guidance, aiming for 5,000 crore AIDA in FY31.
  3. Toying, a value-focused app for Gen Z, has two out of three users as new or dormant, and one out of three users show increased frequency with low cannibalization.
  4. Instamart aims to grow MTU from 14 million to 40 million over five years, with a market share assumption of about 20%.
  5. Dark store and warehousing capex will be 2-2.5 crore per store and will not exceed 2,000-2,500 crore for adding about 1,000 stores in the next five years.

Numbers and commitments

FigureWhat it refers toTypeAt
10,000 crore Adjusted AIDA aspiration by FY31 guidance 4:41
30% plus GOV CAGR target guidance 6:00
40% Instamart GOV growth over last year metric 9:07
18-20% Food delivery GOV growth baseline guidance 48:27
5,000 crore Food delivery AIDA ambition by FY31 guidance 1:01:34
20-25,000 crore Dine-out GOV ambition by FY31 guidance 1:05:49
$65-70 billion Quick commerce category size in 2030 guidance 1:25:40
40-45% QC category CAGR expectation guidance 1:25:40
2-2.5 crore Capex per dark store including warehousing guidance 3:49:54

Chapters

  1. 0:00Opening and mission statement
  2. 3:32Leadership team stability and tenure
  3. 4:41Platform aspiration: 10,000 crore AIDA by FY31
  4. 7:16Food delivery: growth and affordability initiatives
  5. 9:07Instamart: CM break-even and assortment expansion
  6. 11:49Dine-out: profitability and growth plans
  7. 12:38Innovation philosophy: affordability and democratizing convenience
  8. 17:02Toying: value app for Gen Z
  9. 19:52Noise: private brand and retailer soul of Instamart
  10. 1:22:10Quick commerce: reset, retention, and right to win

Questions asked in this interview

12
  1. 43:07The simple idea that you get a predictable price every time, right?
  2. 48:17What's the next phase of growth?
  3. 1:36:00If a dollar spent, will we feel great about the dollar spent into cultivating habits that add to this compounding MTU flywheel that we want to go after?
  4. 2:42:50Are we talking about an increase in frequency?
  5. 2:56:51So Nourish, do you look at just from that perspective or it's going to drive the similar growth or to the scale that Blinkit will also achieve?
  6. 3:01:59I mean too early to call it out, you're doing Swiggy HDFC card, anything any thoughts on those lines?
  7. 3:04:39So are you trying to say that Toppy will have absolutely no margin impact or are you trying to say that it's going to be just a little backend?
  8. 3:07:21And what kind of target do you have there?
  9. 3:16:57Would be good to know what goes on behind and how what does that all look like?
  10. 3:26:30Slightly nuance question but what will make you happy in toying?
  11. 3:38:10A premium user does not want to open the app every time with a guessing game saying will my selection be there or not?
  12. 3:42:58Do you also see that the consumer that is that price sensitive will be able to pay higher fees?
Host 0:02 ↗
Good morning everyone and welcome to Swiggy's Capital Markets Day 2026. A big thank you to everyone for coming in. We've got a packed agenda today across food marketplace, out of home consumption, quick commerce, AI and tech, and plus an hour of Q&A towards the end. So please save your questions for that. Without any further ado, I'll now hand it over to Sriharsha Majety, our MD and Group CEO to take it forward from here.
Sriharsha Majety 0:38 ↗
Hi everyone, good morning and welcome to the first ever capital markets day event for Swiggy since our IPO recently. It's very exciting for us to be able to talk about the overall story, the journey a little bit in recent times, our plans for the future. It's also an important milestone. We turned 12 as a company this week and every year end comes with some reflections again about how the journey has been and as we go into the next phase I couldn't be more excited about the overall base, the foundation we've built, the clarity that we have in exactly what needs to be done over the next 5 years and as we put together the numbers also the sheer size of the opportunity that we're going for. All of these are super super exciting and our hope is that by the end of the session and we'll go deeper into each of the business units, talk about a lot more plans threadbare, we hope that you'll get in the same zip code of excitement as we are and get even much stronger answers to these questions on why Swiggy and why Swiggy now at the end of the day.
I want to actually first start again like we start our shareholder communication as well every time with the mission statement. I think this is the big why of Swiggy. It's been constant for the longest time and on the surface of it people feel like we're delivering food, we're delivering groceries, we're helping maybe book a few tables here etc but I do think of our role in general in India as a larger one than just delivering things to you in a few minutes. Maybe it'll sound a little grand but I think in our own way we're doing a little bit of nation building. If the nation's builders can actually get a moment from the elements that are India, there is no dearth of offline inconvenience in the country and to be able to offer that small oasis online where you can get a moment, whether you choose to have a moment with your family or choose to use that moment to do some of your deepest work, that's up to you. But I think there is something to be said for how all of us need these moments and to be able to be a company operating in spaces that allow for these moments is an absolute privilege and something that gives me the biggest excitement on the job. There's always day-to-day ups downs, lots of things that can rankle you, annoy you, but I think the constant has just been really really being excited about what are we playing for, what is the mission statement, what is the canvas, all of that, right?
I want to take this chance to also talk about our leadership team who's in attendance today. You've not met all of them and seen them in person. Can I request the management team once to quickly come on stage please?
As I was going through, you know, meeting a few folks even ahead of the event and I was talking about what is top of mind, I guess one of the topics is also leadership transition and changes etc. One of the things, you know, while I'm very excited to invite Nandita to the management team as the newest management team member, I also wanted to use this chance to talk about how everyone else in the group is at least 5 years old inside the company. The average tenure must be seven eight at a management team level and in our 12 years of existence which is donkey's years in startup world we've had three changes at the management team level. So on the surface or with recency bias it may feel but I just want to bring the facts a little bit and we are all here for the long-term building the partnerships, you know, with great camaraderie between each other to build the mission that we have. We're all available through the day if you want to just come and pop by and ask any questions on the sidelines. We're all available. Thank you so much folks.
A little bit of, you know, the journey since our IPO itself right at a platform level. Some of these I'm sure a lot of you know very very well. The GOV has been quite up, it's up 56% while delivering, you know, adjusted AIDA margin improvement even in the Q1 FY27 numbers. We've seen some strong B2C GOV growth, the MTUs have been climbing and the adjusted AIDA has been improving. All of this on the back of the three core businesses, the pillars that drive the platform today. But what is our aspiration? And this we've not talked about in the past and we want to take this chance. This is one of the things I was alluding to in the beginning when I was talking about the sheer scale of the opportunity that we're going after. I think it can easily get lost in the daily humdrum that is our spaces mostly and we wanted to just take a step back and talk about the aspiration that we have at a platform level at a headline level. This is the goal that we're gunning for. This is what, you know, we will also show you in greater detail and how each of the business units add up to this number in the end. It's a nice round number but we'll talk about how all of this comes together through the rest of the day as well. So we want to get there to a 10,000 cr adjusted AIDA by FY31.
And we want to get there again on the back of strong MTU growth even from here, a strong 30% plus GOV CAGR, all of that culminating in this number that adds up. But I want to talk about how are we going to get there. One part of it as you can see in the image is also we have the core businesses that we do with the product market fit that they already do. Fortifying the core is table stakes. There's a certain base case in terms of growth and AIDA that we can get by just continuing to wake up every day and, you know, doing the billion basics even better. Serving partners better, serving consumers better and there's a certain flywheel that, you know, is going to happen just by virtue of that. But it is going to take even more than that if we want to be able to go after, you know, the size of the goals that we have talked about and we'll build on it in greater detail in just a little bit. So beyond fortifying the core I think the big thing that we're excited about and hopefully you'll see it thematically across everything we're doing in business units as a theme that keeps coming up in how are we now expanding incremental wallet share across a broader audience. This innovate and expand.
Before that, maybe we'll just spend a few minutes on the core part of the business itself. I want to start with the food delivery business. When we came, you know, for our IPO I think the story was still evolving. We demonstrated some early green shoots in our profitability. We started stabilizing the business and we kept talking about how, you know, the medium-term guidance, the steady state guidance is going to be four to 5% AIDA and how, you know, we're feeling good about overall growth and we're very happy to see overall how it has played out since then. We are stronger than ever in the food delivery business. You know, the growth has been really strong continuously in the guidance that we've been talking about in some quarters even going higher than that. And as you'll see later today, we want to now aim for an even higher growth clip than this. A lot of the, you know, some of the meetings that we've had with you also asked about food delivery is still an early category. You should be growing even faster than that. And each time hopefully you've heard me saying yes. I think we need to do more things to be able to drive even faster growth rate than the guidance that we've given in the short term. And we now want to talk about taking more serious aims at this. We do think it is possible and from everything we're learning from the experiments, from the consumer responses that we're seeing we can see how this can start crystallizing a lot more than we have in the past. While, you know, the stabilization on the growth, the overall AIDA has happened, I think even from a backbone standpoint just in terms of the overall consumer experience that we're offering, the partner experience, the delivery partner experience, small small things like gear compliance, you start seeing a bunch of places where you'll see the core is humming and how in this part of the business now we'll go to Instamart.
We became, you know, only the second player in quick commerce to demonstrate CM break even and you grew GOV by 40% over the last year in itself. It's probably okay but I think if you layer it with the context of the market that we've been in we like to be a little bit more excited than normal. I think it's been a tough year made with full of contra choices. It wasn't obvious at all. The obvious choice was to just okay, let's keep going with wherever the rest of the market is. But for us it was important to not just kicking the can down the road and seeing that ultimately if you want this to be an enduring, humming, profitable, solid business in four five six years then we need to start making the choices today in terms of how do we set that foundation and it is at that place that we find ourselves today and I'll come back again in the Instamart section to talk in greater detail about the foundation itself. I think this if you all also remember a lot of the conversations during the IPO were about the overall assortment and how we only had like 8K 9K 10k SKUs at max in a lot of the stores and this year apart from trying to move this contribution, apart from stabilizing we've also had to kind of fix the engine in flight a little bit where the network went from like the 10k assortment to the 40 50k at some point last year expanding from, you know, the top 10 15 cities to 130 cities. So it's hard to compress exactly what happened, what it took to get to this place despite all the news that were thrown at us. Some that we had to do because if we didn't expand the assortment, if we didn't expand to solve a lot more consumer need states than we were, we would have been in a lot more fragile position than we were in today. So I think in terms of just sealing some of the earlier gaps in terms of the assortment, in terms of just resetting the user base, in terms of overall starting the path forward to AIDA and AIDA break even thereafter with this base gives us a lot of excitement. I think that we still not, I can't say that we're already humming. I do think that we've made a lot of progress and we'll also talk about very short-term timelines in what like humming looks like for us in a way that we will be confidently saying that okay this is now happening in a way that has you can benchmark us on this metric, that metric at a category level and you'll find us benchmark not only just on the outcomes and what the metrics are looking like but also the processes, what is the text tag, what is the pension you have for the everyday stuff that shows up in the operations in a way that it hasn't and that's something that we'll be opening up for specifically in the Instamart section.
I think another one, you know, which we haven't given a lot of coverage in the past but we want now want to start talking about excitedly is the dine out business, the out of home business. We've had some high growth here and a full year of profitability and we have some big plans here as well. Roughly in like FY31 we expect this business to generate as much as food delivery generated last year. So that is just now within sight, we can see it happening. And that again is starting to show up just the power of compounding. It's a secular growth opportunity available over here and we feel really good about how all the inputs are humming. So this just the stage of the core today but I also spent some time earlier talking about what is this innovating to expand our proposition. I want to explain that a little bit more.
In the last decade most of, you know, I think there were two big insights that came out of the Swiggy kitchen. One was in 2014 we said okay food delivery but you need to do it yourself. And again another non-obvious then but obvious today was that in 2020 we said grocery we should do but we should deliver ourselves but also maybe dark store. It's like super obvious today saying this is the only way that it should have happened but rarely feels obvious in the moment when you make these decisions. But the underlying belief has always been that we're building for this top of the pyramid in India, the India 1 segment which is going to keep growing and growing and growing and all we need to do is to just keep playing and playing and playing and in 10 15 20 years more and more users keep coming to the part of the pyramid that we play in and that itself is a crazy compounding business and life just goes on super happily.
But I think that I mean that is for an even higher growth rate. The growth rates that we are now talking about but I also want to talk about journeys as the business has evolved itself, right? The food delivery business at some point used to be in I think just before the pandemic -6 -17% contribution and from there it's gone to 7 8 9 percentage kinds of zip code and in the process arguably like some of that has also come through tightening of consumer incentives and affordability and stuff like that. So, it's a carefully balanced marketplace so that you're able to serve the incremental user well enough, but maybe not like just the same way that you harvested the original users that came in. What happens then because of all of the adjustments that businesses make is there are a set of core users and I'm sure you've seen this power law expression saying a small percentage of users make up like for the largest percentage of orders and even larger percentage of AIDA etc in the food delivery business. What happens is if you look at the overall MTU numbers and our annual transacting user numbers, there's a base that keeps coming back every month. But there's a base which is the largest part of the base on a user base of 150 plus million users. If you look at the MTUs that we have, all it points to is that there are a whole lot of users who are still super low frequency and in some cases no frequency and then keep coming back. And we felt like and it also shows up right in the top core users are giving like a much higher wallet share, their wallet on the platform but these infrequent users aren't. Now traditional trope could have meant that okay these are low quality users but we're just readjusting the way that we think in life and are saying that could we potentially be a low quality platform for these users. What do we need to do to get even more engagement out of these users? Because it's not like as you go down the value spectrum or like if you go to slightly less affluent users frequency has to come down. That's not how it works. Meesho has pretty good frequency. They're not even in the 150 million 200 million users that we acquire. And so that is a challenge that we've been generally working on quite over time saying that something about this it just we just can't leave this as an axiom saying like the new user will be a low quality user. We're not settling here and are actually pushing ourselves to say how can we actually serve these audiences better to be able to get the same or similar engagement over a much wider base of users as opposed to just the power users. And I think there are massive unlocks that can happen if we figure out how to serve these audiences better than we have in the past. And again oversimplified version but for the core users just keep getting up every day and waking up and solve for the core convenience experience parts and keep gaining wallet share but for the infrequent users they in some cases users are also infrequent because they may have not have a need state. They may not need food delivery every month, but there's still a large percentage of users keep talking about affordability. And the job for us is to keep figuring out how to drive affordability in a sustainable way to actually drive this frequency and retention. And being able to do this is going to unlock a new growth arc for, you know, the businesses that we are in in general.
And some of these efforts led to, you know, the overall evolution of Toying even as we stand today. But this was also not linear. We started, you know, working on affordability 18 months back, 24 months back in a way that we weren't earlier. We started doing stuff like Pocket Hero. We started doing stuff like Crazy Deals. We started doing stuff 99 Store. We kept throwing stuff at it and some parts of each of it worked but it wasn't like the exact thing was a roaring hit. It got kept getting incremental growth and that helped us but we were like how do we now raise this even higher and one of these inspired moments led us to, you know, the journey for Toying. We launched it in September 25, it's now present in 50 cities and the promise here is same same but different. It's like food delivery, you will have the restaurants that you have in conventional food delivery apps but it's almost an attempt to say what if an app needed to exist to serve this bottom part. Can it look slightly different from what it looks like today? And if you built an app that is more tuned to the needs of these consumers, could that potentially get higher frequency and higher wallet share out of these users is the core thesis and all the success metrics that we look at are if it is generating that. Yes of course there will be some scale, there will be some CAC, all of that but the core insight on is it generating incremental growth is I think, you know, the exciting part and some of these also get validated in some of our interviews. Of course we have a long way to cover even on Toying but early interviews there are folks. There was a college kid for example who was ordering for 1,200 rupees worth of food delivery earlier on the Swiggy's paradigm but now they said, I mean and we would have thought that maybe they only have this much budget because they are on a tight budget whatever but this time they said on Toying they're spending like 2500. We like why would you do that? It's not an obvious insight. They will I feel better about my spend here. It's a very counterintuitive. We keep trying to simplify things always saying budget wallet share but consumers can expand their budget if they have a good aftertaste and how do you make that happen is I think something that we are in a full pursuit of. We're super clear on this insight that there must be a way to create meaningful engagement across a much larger user base than mass premium has done in India so far. Most mass premium companies have the same eventual story as you reset the AIDA that you'll have the core users and your marginal new users aren't getting like fertilized as much as your early marginal user. But I don't think it's an axiom saying this is how life is going to be. At least we are not going to concede that life is going to be that way.
And the next one from the kitchen has been Noise. Hopefully some of you got to try the Noise goodies outside. They'll still be available for a bit I think. This was, you know, a multi-year effort again in terms of it started again. I'll come back to the story like I don't know if you have Rohan here, the, you know, the leader leading Noise. I think again it began as an insight a long time back in terms of trying to offer something better for consumers in like a completely different platform and one thing led to another and then led to the launch of this based on the same insight that didn't work or didn't work as effectively 3 years back that there must be a way to give some consumers something much better than what they already get access to. And if you go back to my mission statement, each of these places is again coming back to elevating the quality of life, you know, through unparalleled convenience. In some cases it could be in the Toying example and people may ask saying but you're all about convenience. This is value. I don't think that if a college kid is sitting in his PG and ordering like for 200 rupees while watching Netflix what is it if it's not convenience. I think we need to think about what can we do to democratize convenience even more than we have today. It firmly remains convenience, it just happened to be democratized more than we were able to do earlier. And with Noise when we launched we launched with a narrowish set of SKUs and our experience overall here has been quite magical. It's unlike I mean maybe I've seen three things like these in the 12 years of running this company in terms of just how much love there is every time there's new selection launched it gets lapped up in a way that the team constantly can't forecast and good problems to have but even if you look at the overall product range and the salience and the frequency and all the love that they're bringing it's just quite amazing and again it is great products but also at accessible pricing. I think this again is speaking back to the theme saying it's convenience needn't be exclusionary and if you can figure out how not to make it exclusionary there is a super opportunity in front of us and that's what we're here for. That's the constant theme even if you look in the dine out section there's a section called Steal Deals which is again for a marginal new audience how can we get growth here so we're just constantly pushing saying the marginal user can give us a lot more than they do already today.
Building on Noise and it wasn't, you know, while we started Noise as one part of the Instamart platform, I think the sheer size of consumer love and the response has actually cemented our belief in actually changing the soul of the retailer that is Instamart. It is not just like a feature anymore. It gave us enough conviction and a strong feeling in the bones to say okay I think this is also a question that, you know, you all have asked us before saying okay A is standing for this, B standing for this, what do you stand for and it wasn't obvious to us earlier but sometimes you have some epiphanies and moments that make you very very clear that this is exactly what we're going after, this is where our right to win, our hot steaming passion lies and if we can bring this together magic is going to happen. And that's the leaning forward that we've been doing all year. Since that early phase of conviction, we've only doubled down, tripled down with everything we're doing with Switch. If you open the Instamart app, you'll see the Switch campaign live. Every time you search for some SKU on the platform, you'll see a small nudge asking you to consider switching to a better alternative. And it could be from, you know, our own brands in some cases. In a lot of the cases actually could be brands that are working together to figure out how to make this happen for our consumers. This is the vehicle for, you know, the democratization of quality that we think can happen. So again this was again I'm showing you like a little bit of zigzags in terms of the innovation DNA of the company. I think it is one thing that we take a lot of pride in and we also keep getting questions saying okay do you need to do this much innovation? I actually think that maybe we couldn't have grown 21% last quarter if we didn't do innovation 9 months back in food delivery. If we didn't do some of these innovations earlier that led to Noise, I think we would have a bigger risk of being commoditized as a quick commerce player in the next few years. So unfortunately the cost of doing reasonable innovation means that you'll fail a lot more than you succeed. But failures don't mean that they don't bring learnings. And that is exactly the story that I also wanted to talk about a little bit. Even if you see Instamart, of course, we piloted it, innovated in 2020, but even that came out of a failure with Swiggy Stores for us that preceded Instamart. There was another platform called Insanely Good that itself originated from something else called Super Daily that led to the same team kept working on this insight for 3 years on a small budget just figuring out how to keep working on this insight and today we believe that the majority alpha for Instamart will come from this insight itself which is so strongly validated saying this is what we want to go after. This is the heart of the retailer that we want to be. And there are places where we have even carefully, you know, Swiggy Genie was one of the businesses that we had. It was growing. It was profitable. But at some point we looked at it and said in the context of the 10,000 cr AIDA that we want to make for FY31, how does this make sense? Which is again like a lot of iterations, we've not only just learned to innovate and wander, but I think we have really learned to wander with a lot more purpose than we have. The bar for how large an opportunity should be, the bar for the quality in the experience that we're offering which should propel us to pursue that opportunity further. The comfort to acknowledge that okay this business is probably not going to be like maybe a right to win business for us or that we are not going to be the best. As recently we even shut down Snacks. So we've gotten a lot more disciplined about this whole process of both innovating and also deciding when to pause some of these innovations. And the other thing I really want to talk about is innovation should not always be seen just as an opportunity only. I was talking to a few of you even in the morning today about Toying also. I think that at its worst Toying offers us insurance on like a 5,000 6,000 cr AIDA business 5 years later. At its worst. If you like take the cases of like mobility companies today if they chose to, you know, we actually succumb to investors dilemma, innovators dilemma and then you basically just keep holding and tackling, blocking and tackling and then you suddenly realize that you now have to pour a heck of a lot of money to now start regaining the position that you have. So I think that if we didn't do some of these innovations, the company would have been at even greater risk than it would have been. I think we have, it's fair to say that we have not missed the largest opportunities in the last decade. Neither have we comfortably sat in anyone else open up these opportunities for us and create huge flanks for us. So I think that we don't suffer from the innovator's dilemma. I think we are an innovative company by DNA and we take immense amount of pride in it and I do acknowledge that it's not going to be just this or that. I do think that both of them are important but for Swiggy and why Swiggy we believe that our greatness arc will come from both coming together. It's not going to be only one and that is just how we are going to be and we are going to keep finding non-obvious but suddenly obvious answers even in the next five years and you can be sure of that. We have a DNA, a culture, a team that deeply values and respects the value that innovation brings and we're not going to shy away from it. Again, as I mentioned, we're going to be continuously doing it with purpose and double down whenever we see the conviction that warrants doubling down. So in short like our moment is now. We have some three strong core businesses with the foundation that they do, a very strong voluminous user base that we now are raring to go and build a deeper engagement with and build on this execution plus innovation arc to get closer and closer to the aspiration we have and really do justice to the opportunity at hand. Thank you so much again for listening to me patiently today folks. I hope you enjoy the rest of the session. I now want to pass the mic on to Rohit Kapoor, our CEO of food delivery please for the food delivery section.
Rohit Kapoor 28:42 ↗
Thank you. Yeah. Thank you. Right, diving right into food delivery. I joined four years back almost to the date. So I was just on the margin of the 5 year tenure Harsha was describing. It's been quite a journey. I think we have really tapped into the India opportunity, right? That's the only way to say it. We operate in 750 cities in India pretty much. If you go outside of those 750 cities, I have been to some of them. There is just one road and four restaurants. So we're waiting for the market to expand to go further deeper in but we can when we need to. Just some headline numbers before we go into the details of why we believe these happened and what will it take for us to go further from here. Just we've taken a frame of two years, Q1 of this year versus exact Q1 same time two years back. GOV is up 18%, average MTU is up 17% to 19 million. AIDA is up by 220 basis points to 3.1% and adjusted AIDA is a 5x lift, 292 cr. Just to give a frame of last FY23 to 26 because sometimes the headline numbers get lost, the AIDA swing in the business is to the tune of 2,000 crores and my cursory ChatGPT research tells me that that's about three companies in India in the internet space which have done that. Three businesses not companies right, three or four maybe right, I'll leave you to figure out and we can chat over coffee on which are the other ones. But I think those are just the headline numbers, they result post a quarter, post a year but truly it is about going deep into the mechanics of building a large scale business in India and what it takes to just sustain it, grow it, innovate and just keep iterating the loop. And one thing I've learned sometimes the hard way is that the consumer, even if my consumer experience improves over last year, sometimes the consumers ding us because the expectations in India raise far ahead of even, you know, improved operations. So that's a constant treadmill we are on and it's a wonderful treadmill because the market also pushes us to just do better and better. So focus on three main things because at the core of it this business is about these three things: is delivery operations, restaurant partnerships, and consumer growth.
On delivery operations, we operate in 750 cities, pretty much all cities are 24 by 7, about anytime few lakh riders on the road. And while fixing the core, this is very important, I think this is often not spoken about but if you ask me what is the real moat of the business this truly is one of those where the ability to onboard delivery partners continuously and keep them on the platform to deliver the CX is the core. And if you just look at, we've delivered higher earnings per driver year on year, right? Because without that they don't sustain on the platform. The NPS, it's a very tough segment to build NPS on but we at it right. We've doubled the net promoter score in the last couple of years. We're the first to market with some priority delivery propositions like Bolt or Express that you find on the app because some consumers are looking for that kind of experience that does induce a little bit of complexity into operations but definitely is valuable for the consumers. There's a double-digit reduction which is a 10% more reduction in severely delayed orders. This is a metric we watch very closely because if you ask anybody in the room the one time you remember us the most is when the orders are delayed a lot right. 99 out of 100 times you just expect it to land on time but the one time it causes pain is severe pain for us internally as well and that's a metric we watch like a hawk. In fact I think Harsha watches only that metric sometimes. And gear compliance, I think this is something that we've doubled down on. We're probably the industry leading on gear compliance and it is important for two reasons, three reasons actually. One, the brand is on the road. Second, our delivery partners deliver in the middle of the night in all kinds of locations that protects them, right? Often it's a not so safe area. And third is the bag being there just ensures a better quality food is being delivered. It's just more stable and Indian roads are not entirely like without potholes. So all these things matter and end up providing the consumer experience. But it took us two years to get the bag and gear compliance up to a certain standard. These are hard tasks.
I think just building on it while it is a very very fluid segment we have been at it in terms of building a cohort of drivers who are stickier on the platform right through Partner Club. We also realized that in the Indian market requires particular innovations which are very much needed in our geography. So for example a simple thing like when a rider reaches and you're in office or you're at home or millions of homes which have no clear identifiable addresses just to tell the rider where is the order to be delivered or some chat right. So there's a three-way chat we built where the consumer can chat with the rider to guide them a little bit right or the rider can ask a question without disturbing by calling the customer because that's an inconvenience all of us have faced saying you know call me right and none of us have signed up for that as consumers. We want the food delivered that's it. You also introduce Swiggy into this because sometimes the consumer is texting, the driver is actually riding so they cannot respond to the text but using AI and other methods the Swiggy is able to recognize that the vehicle is in motion, the consumer is wanting a response and intervene on those moments to give a certain response right. So these are complex small things, complex but very very important for stabilizing and building operations in India. Disha, which is an AI enabled mascot for all rider touch points and I'll just play an audio. So we recruit literally lakhs of riders every year. It's a massive operation. We're probably I will say in terms of just recruiting onboarding one of India's top five platforms right in the sheer numbers we do. So the top of the funnel on how we reach out these efficiencies really help and we've started using AI here quite almost universally to at least create the top of the funnel. You can play the clip.
This is in multiple languages, right? It can I think we're up to always six to eight languages and building pretty much every week on top of that. What I like about Disha is Disha does not get upset, right? Disha maintains the tonality and sometimes while we prefer and ask for a human on the other side, I question that do you really want a human on the other side all the time when somebody can be this calm and listen to every question and trust me we get variety of responses from the other side when Disha calls. So this is truly something which is calming, stabilizing, soothing and clearly working for us right and there are dozens of applications like this. This was just one demo to say that how AI is being used in a very practical small way but one which has a large impact.
I think restaurant partners are absolutely core to what we do. It's a the relationship is a bit like a nice long marriage where there is commitment but there's also turbulence all the time right, bit like any other trade. But I think if you look at what has happened right there is an always on effort to increase growth and profitability for the restaurants right. And it's very important while we may achieve 90% of times 10% we may not but that attempt is very important. Because the pie has to be created. It's a three-way marketplace. The pie has to be created and shared on three sides, right? So, it's extremely important that each stakeholders' problems, opportunities are addressed. That effort has resulted in the last 24 months the restaurant onboarding has gone up by 50%. It's 1.5x right. And managed accounts has doubled in the last 3 years. Managed account simply means where you have a human being who's actively managing the relationship. Right? So roughly my sense is of the facade restaurants already 80 90% are on board excluding a very small minority of restaurants today of a certain type let's say fine dining or very specialized bakery pretty much onboarding on Swiggy and the other platform has become a SOP. You start a restaurant you start with that. So onboarding is not really a challenge. The challenge is how to manage them. What are the better methods to manage those accounts and grow them and lastly I think this is something we've done is onboarding 24/7 support. There's a variety of mechanisms exist and we have even the account management teams I won't go into details but there are six or seven types of teams right from managing of Domino's which is a relationship I personally get involved in and bunch of others down to let's say a kachori seller in Varanasi who's also onboarded and selling on our platform right just to give an example. This is a leading biryani plant in south India and while and there are dozens of such examples this was one of them and they were never giving any ads on the platform now and that's a dialogue we've had with many restaurants saying that, you know, you can still grow bigger if you come and participate in some of the properties we have and they finally agreed. The GMV growth on the platform jumped from 18% to 30% growth for the last 3 years and this is a pretty established well-known brand with organic pull right and they've moved from 0% on ad spend to about four to 5% on ad spend. They now swear by it. So the ability to bring these kind of players who also have organic and then the signal goes to everyone saying that somebody who doesn't have an organic pull and actually is looking to establish sees us as a proper platform to not just sell but also get discovered right in a major way.
I thought the best way to sort of illustrate some of the varying reasons why restaurant partners like us is a video. Delivery post pandemic. Pandemic we figured out that the most honest and comfortable and secure place for us is home. You know the branch was 15 to 40%. Actually gave us a very good vertical. Espresso ND was supposed to be a diner, was supposed to be a coffee shop and then comes Swiggy's team and they said let us play with this brand and make it a delivery forward brand as well. And now our delivery sales are more than our in restaurant dining sales. I never thought that a partner app would go into that much depth. They're suggesting us the menu addition. They're suggesting us the menu changes. They're giving us the competitor analysis, the insights that we never thought that we would ever have the access to. So whenever we get to new ideas, be it 7:00 p.m. in the evening and sometimes 12:00 in the midnight. I'll call the representative at city and we just brainstorm those ideas. And the ideas always mean not just how to sell this product. The idea is to grow the curve and city has been incredible in terms of responsiveness building strategically in a lot of ways possibly as well as right India goes across different categories. I think 99 stores have actually helped us in specifically the discovery of the product and trials of the product. I've seen from fact we've seen. I think the very first was and it was just unbelievable the way in which teams work together helps our teams because you excite something that's creating. Customers where the contribution is as 20 25% contributor to our business. Chai is something that is allows us to deliver that experience of giving that hot chai and got snack. It pushed us to get our ops into shape as well and overall our delayed orders went down as a result of that. We've expanded on our late night offering. We build on a 24/7 giant snack occasion. We wanted to create a good chai use case for offices. That segment itself has seen very good growth.
I think the one example I was personally involved was Rajan Sati talking about any day and he was genuinely not convinced that they should be delivering at all and I said that I'll be a customer every day for next 15 days and give you feedback. So I ordered for 15 days and gave them feedback. Sometimes they, you know, forget simple thing like cutlery. I said yeah based though 600 rupee sandwich deserves that much and today it's actually larger than the offline sale. They were blown away right. But hundreds of us are stories just moving on from there. We constantly are passionate about thinking how do we find different substantial ways of swinging food from home. So if you are in a rush, you want something quicker, there's Bolt and we've learned Bolt we launched as a much more wider offering. We have now enough data over 15 18 months to know that exactly the kind of users who love Bolt. We focus much more there. A big I think pre-Toying if I were to talk about one affordability initiative which has really kicked in well for us was 99 Store. The simple idea that you get a predictable price every time, right? For wide assortment that worked. Healthier options, Eat Right. So in 4 years health has, you know, it has been always talked about topic keto vegan this that and the other right never took off but this time it has. I think the signal is clear it has picked up however it is very discreet so for example protein is working, low fried is working, no added sugar is working so there are four or five distinct themes which are working not the wider swathe of health and that keeps expanding so this is something we're betting on. AOV, typically we see higher AOVs than platform on this, more repeat. The last is Chef Collections. Gourmet as a category has been growing faster than platform for us and within that we are bringing new offerings like gourmet and also ordering from places you will not expect. So food on train, you can today we are live in about 150 stations. You can order from your seat it simply gets delivered to the seat. It's the most complex piece of operations we built as you can imagine there's a rider who's to station, somebody has to pick it up find the train is moving up and down. Simple trivia we have gone and integrated with IRCTC which is one of the which has the largest volume of traffic on train. And if you go to the IRCTC app you can actually order on Swiggy from that as well right. We have integrated with signal providers which give us live information on train running right or platform changed because all those details matter to deliver this. This is pure new TAM because earlier nobody was ordering anything on Swiggy from a train and suddenly you have this whole segment opening up and growing. Some small cities, tier 2 cities, the volume on train that we get from that city is higher than the city overall volume especially the junction cities like it and all those places right. So this is the second thing is if you were watching IPL this year and some of you noticed you could actually order Swiggy from the Jio hotstar app. So we built a capability with Jiostar. This is a good partnership with them where while watching your favorite cricket match or even Durand for example on screen when Dhurandhar released on JioCinema while watching it you don't need to exit the app you can straight away go from the app and order food. Started with food we've also added Instamart there. Will it do we do everything no I think there's a pretty high bar on what we choose to go after because there's a lot of opportunity to integrate but when it comes to moments which are untapped and large I think we take a go at it and some of this has started working for us.
The one area where if you some of you were tracking the company we were quite behind is India Next. India Next just for simplicity is anything outside the top 30 cities of India right. We were quite behind. It was a strategic call taken at a point in time to not invest aggressively in that market but that market is also growing. I think we have come back strong there. Just to give you a sense, we have 1.5 times increase in managed account coverage. Just the headline numbers on that side. GOV is up by 60%, AOV is up by 20%. Monthly transacting users in these markets up 50%. Absolute contribution per order is up by 2.7x. And 95% of cities here that we serve are U positive. Right? Top 30 is anyway all U positive. But 95% here is U positive. What is left are very small cities which we're seeing from a overall GOV standpoint that's next to nothing in terms of percentage so it is not
Sriharsha Majety 48:06 ↗
that the network generates profits every city in the network generates profit.
Host 48:17 ↗
So moving on from here, this is sort of the baseline. What's next? What's the next phase of growth?
Sriharsha Majety 48:27 ↗
I think if we, and we've spoken about it in the past, saying we are expecting a baseline growth and our guidance has been 18 to 20% GOV growth for food delivery business. We believe that the market is coming to a point where what we have done so far will land us in that zip code. Right. Now the question we are asking is that good enough given that still such a small part of India uses food delivery, right? It's a 10-15% of population. What happens to the multi-digital opportunity it offers? And when you go to markets like China and others, you get inspired by, you know, how big these businesses can become. So some of the core attempt is to take this 20% higher.
The opportunity is affordability is the biggest barrier. 70% users transact less than once a month. Although it's a high frequency category on an average, right? And 30 to 40% additional unlock is available. And we kept trying. It's not like we've just suddenly one day woke up and saying we want to do Toying which is our big bet. We started with Pocket Hero which was affordability offering. Learned a few things along the way. And in the spirit of what Harsha are describing, saying everything we try sometimes fail but leaves a kernel out for us to do something more with it, right. We did crazy deals with Swiggy 6s flash sale. We built a Nine Store. Nine Store is a valid offering on its own which will stand standalone be there. We kept learning. We opened Snack. We realized the economics of that business wasn't to our liking. We shut it down. Right. And we've, you know, launched Toying sometimes about 10 months back but really started scaling it up last 3 to 4 months.
So next section I will speak largely on Toying because this is some the first time probably we are speaking in depth about it, right? We've given some idea on what we are doing but really not spoken about it that much. The core idea why to do it has been described by Harsha. I will not repeat it.
The tenets are low prices like with limited markups, transparency, very what you see is what you get. Simply simple, you don't need to really figure out much on as a consumer on what you are getting or not getting. Zero extra charges, cost effective, lower last miles with smart batching, new supply, which is the kind of supply which is getting crowded out on the main food delivery platforms. And we'll show you some data around that. And very very unapologetically with, you know, clear apologies to millennials and others in the room including myself, very Gen Z focused, right? We are not, we are building for Gen Z. If somebody else also likes it, you're welcome to buy there but we're not going to get distracted by building for everyone here.
So same menu, way lower prices. Just this is just a live comparison you can do it. I think 70 chances are, you know, on any particular day if you try this comparison, 60 to 80% of the time you will find Toying cheaper, right? And not just item prices, the attempt is the carts are cheaper so the bill value you are paying as a customer is actually cheaper, right? So on this cart for example it's 23% less on the entire cart and that's what the customer ultimately cares about saying how much did I end up paying.
Now the obvious question is if it was so easy why not just do it, right? It is not easy and hence it is, they're not discounted carts, they are engineered carts. So what's behind the engineering a little bit, and this is all work in progress so there's no claim of saying absolute success on any of these parameters but this is a design, some elements we've seen success. I'll talk about that. One is lowering the restaurant commissions with a clear incentive to them to keep prices for the consumers customers at a certain range. As simple as that. We charge them lower. They pass on that benefit to the consumer through prices. Second is simple fees. Now fees have a nature of building up over time and each fee is justified, right? There's a consumer who seeks convenience, seeks other things and pays for it. We are still one of the least complicated fee markets in the world. Try ordering in the US, right? So but even then I think for a certain segment it is important and we'll go for that proposition here. Ads monetization I think we will double down a lot more. So there's a trade-off. So for example, you're a convenience-seeking customer who's willing to pay a certain platform fee or other fee, you may not like to see an ad come in the middle of your purchase journey. But if I'm seeking a value where I'm 23% cheaper and that's my primary goal seek, I may be okay seeing an ad, right, as part of the journey. So those are some of the things we did not touch ever on the main app as tenets. We are absolutely open to doing it because the value has been here is different here.
So prices stay low is a clear tenet. Without that there is no play. And cost stay low which is how the margin will emerge. And how do the cost stay low? One is this business runs on a lower short mile. One of the biggest costs of this business is till we cost what we pay to our riders. And this business runs at an average of about 2 km which is roughly 70 to 80% lower average last mile than the core business.
We're also, this is not fully there yet but we're designing to cost to serve which is almost playing back and saying I can afford only this much cost to serve this consumer with this kind of price point. Now what all and then you make some hard choices on what the consumer really values and go after that versus trying to do everything for everybody, right? So purpose-built consumer experience. One uniform experience, refund and comp policy same for everyone which is not the same on delivery. It's very very nuanced. We have history, we have trust scores, we have all kinds of things to decide things. Here we are keeping it simple. And simplicity is also with a design to say that this fundamentally means lesser people, lower cost of technology and lower cost to serve and lower indirect cost.
I think we are uniquely positioned to build this on the lowest indirect cost, you know, chassis possible is because we just don't have to build everything from scratch. A lot of what we want just exists. So for example, we are not putting in hundreds of people to go and build restaurant relationships. Anybody who's coming into new to the market will have to do that, right? We're just adding maybe 2-5% extra manpower and we already have 50 cities live, right? So and that's by design again, it's a very thoughtful way to check saying how much indirect cost buildup this platform can afford and do only that much and re-engineer backwards to find ways to do it.
So if you, this is the slide which describes the engineering of this business, right? Who are we building for? Gen Z. About 37.7 crore people in that age bracket. Overall consumption spend in this category 75 billion, they are half of it roughly and it is showing up. I'll come to that slide. So more or less progress on this. We have, we actually if you see the period from October to February where it was launched in only one or two three cities actually it was Pune, Ahmedabad, Pune, Vadodara and Agra I think, right? It was we just experimenting, we just trying to figure out what is working what is not working. We didn't scale up. The scale up started sometime around Feb to more cities. Without giving the actual numbers out, I think they're obviously slightly very competition sensitive. You can see the scale up which is happening. Also two key metrics we're watching on whether how is the customer acquisition cost going and this curve describes the customer acquisition cost as you can see the column charts and the repeat user economics because the more or less the money we want to spend on this business largely is to acquire new customers who are new to category customers, right? And not so much on repeat users. So the repeat user economics and profitability is a very important metric. That is the curve that you see as a line going up there.
So what are the results? And this is an important slide because I just want to nuance it further than what is there inside. Two out of three users that we are seeing on the platform are new and dormant users. Right? Now in this business that we operate, dormant is almost as good as new. Anybody who's not transacted 90 days, 180 days almost starts behaving like a new customer from a acquisition cost standpoint, from a retention standpoint. So two out of three are new and dormant. Your question will be what happens to the other one? That's a natural question saying what happens to the one customer who is not new not dormant, is using largely both apps which is Swiggy and Toying and frequencies increasing.
Because cannibalization, and this is some question I think it's a very fair question saying how much is cannibalizing. I think there's one way to look at it saying oh are they starting to use this app also? If so my question is that are they repeating or together? Am I being able to offer a portfolio of apps with some consumers make sense that on certain times I'll order on this app and certain times I order on this app that we are seeing. So the one out of three frequency is increasing. And the other question is that if I don't offer this choice doesn't mean the consumer doesn't have the choice, right? The consumer is not so loyal, right? They say we will stay within the Swiggy family and not go and promise not to order outside. So I think those are some of the things that we are watching even for the one on three, right? Interestingly, what the other thing is who are they ordering from, right? And it's a function of two things. One is who they're ordering from prices as well as the visibility that some of the restaurants are getting who are getting slightly crowded out on the main app.
Right? So if you look at this, what is belly plus tail restaurant mix? Belly means so take out the top restaurants, belly is the fat middle and tail is a long tail where they generate sometimes five orders a month, 10 orders a month, 15 orders a month, that's what we call it. The proportion of restaurants getting business from Toying is much higher on Toying than on the Swiggy main app food app. So it's actually opening up online delivery in a deeper way for a set of restaurant partners who were getting crowded out on the main app for a variety of reasons.
We're just getting started. This is a starting point of Toying and not any conclusion for sure. The idea is how do we drive incremental growth? We accelerate unit economics which is function of two or three simple things. One is improve the repeat user economics. Keep lowering the cost of acquisition, build up the retention rates individually on Toying as well as on both apps together, doubling down on affordability and the perception of affordability. So we constantly thinking about how to make the consumer feel every time they come on the app that they have been responsible with the use of their money, right? Increase city level penetration. This is a vector we can control quite easily. I think our ability to dial up cities is quite fast. Lovely to give you a sense that if I decide to launch a city on time it's a decision to live 7 days, right? That's all right. So it's a vector we control quite easily. Given our network already is there and strengthen restaurant supply. I think we have a job to be done here in terms of deepening in the segments that we're not so active on the Swiggy app. Also I think we're building products specifically for Toying to provide clear communication to restaurants on what they're generating on Swiggy, what they're generating on Toying etc.
So net-net, what is our ambition? Our ambition is to take the growth rate from circa 18 to 20% zip code and just to refresh this was 14% 3 years back, became 17% about year and a half back in terms of growth rates, is trending at 18 to 20% right now. Add 5 to 10% growth on top of that, right? And in FY31 take the 1,000 crore AIDA that we registered last year, last full year to about 5,000 crores which is roughly half of the platform AIDA that we are shooting for.
I'll stop. Should I just keep rolling Q&A or the video? Yeah.
Reminds us there's a human behind every number that we speak of. So, thank you for your attention. We'll take a 15-minute break and then we'll start with dine out and out of home after that. Thank you so much for your attention. Thank you.
All right. Can I request everyone to settle in please? Those at the back. Guys, please settle down. Thank you.
Sriharsha Majety 1:04:23 ↗
Okay, so we discussed, you know, food delivery and Toying and I got a lot of questions but I'll be around during lunchtime and through the day. So please feel free to catch me if you have more questions on this. So shifting gears to the out of home consumption piece, right? And diving straight in. So this is a category by the way just for everyone's memory we did not have a play till about 3-4 years back. We entered this category through an acquisition of the Dineout business from the Times Group, right? And it has been built from there to what it is now.
So this is for the financial year full year GOV of about 4,600 crores, 50.6% growth. 58% order growth, 52,000 monthly active restaurant partners on the app. Now this number has grown about 20-25,000 in the last couple of years. We operate in 75 cities and expanding more cities practically every quarter. 6% EBITDA margin, first full positive year. We did turn positive for a quarter before but this was the first full year of profitability in the business.
The aspiration here is to put it simply, deliver the AIDA that we delivered in food this year which is a 1,000 crore AIDA, right? And we see that possibility happening by in about 5 years time and a midpoint of that somewhere 2-3 years down the line, right? And we'll show you why we believe that is possible. In terms of overall GOV, this business can get to 20 to 25,000 crores of GOV up from rough run rate of about 6,000 crores that we are operating right now.
Now why we believe that is possible? It's a $30 billion TAM and if you look at any metric today on the left hand side, so if you look at organized food services, 98.7% is not touched by any aggregator today, right? 99% of cafes are untouched. 99.7% quick service format is untouched. If you look at the year-on-year growth expectations, organized food services expected to grow 13%, cafes at 19, quick service at 18 and our plan to FY31, we believe we can grow at about 40%. We only, right?
The core engine is three parts. Supply creation, consumer growth and tech platform. On supply creation we have added 18,000 restaurants and what is interesting is the mix of restaurants coming on board. If you go back 3-4 years there were largely two kinds of restaurants on Dineout which is pubs and bars and fine dining to a large extent that's what the association was. But you'll see a wide variety of restaurants showing up on the app including cafes including even local champions in different cities. When we acquired we were operating in 20 cities, we are up to 75 cities. Easily this number can keep expanding as the cities. Interestingly, you know, India is changing a lot on this dimension. I'll give you a simple example. I was in Amritsar two weeks back and what do you think you'll go to Amritsar for food for? Kulcha and what else? Okay, fair enough. It'll largely be like this kulcha, that kulcha, that this lassi, that lassi. Indian food in Amritsar is plateauing in consumption. There are 100 cafes which have opened up in the last one year, right? People are looking for protein milkshakes in the morning. Sweet shops are offering protein laddoo. Now this is a change happening in cities in India which our normal expectations don't adhere to like because the Gen Z there is again consuming less alcohol, right? So things are changing so suddenly when you go to and see that no the narrative is not just about kulcha anymore which for the tourist is still but for the local who's there is changing suddenly like any day which you saw an example which is Gurana is probably number one cafe today opened in Chandigarh last week and just to a roaring success. So things are changing quite a bit in the 75th town, 80th town, 90th town of India, right? And we'll be right there because we understand those categories. We understand what the consumer looks for. So this will play out into more cities.
Consumer app, what we inherited as part of the acquisition was a solid business but today the app looks completely different with offerings which are probably 20x than what existed 3-4 years back. So Swiggy app is on the surface, there's a Dineout engine operating below. So those of you not used Dash please use it. It's an offering where every time you transact you get a certain, irrespective of a bank offer or a restaurant offer, you get Dine Cash and you can use it next time, right? So that creates a flywheel and what we see is a positive flywheel is wherever there are restaurants with low offers, people tend to use Dash a lot there and go to the restaurants so the uplift happens in those restaurants as well. This business has grown almost whatever 4x with 82% lower marketing spend since 2022.
So the classic expectation will be that if the business has grown the marketing spend would have gone in line or grown faster. In a category as young as this we've actually reduced marketing spend by 80%. Right? And really built on the Swiggy consumer franchise to build a business on top of that and we still believe there's headroom to do that because the consumers who use food delivery or Instamart are way from getting exhausted on coming on to Dineout, right? So we believe this playbook can play out at least 3-4 years more before we have the need to aggressively go and spend back on marketing which we will if we need to at some point, right? I won't go into the tech platform but this was a discount only platform. There's now a pre-book digital menu, CRM, ads and analytics on one graph. There's a whole bunch of tech layer which has been added to the platform.
What are we doing? On top of that in terms of innovation we, how many of you, this is Bombay I can ask a question. How many of you know Mumbai Foodie as a channel on Instagram? Okay, I'm clearly in a millennial and Gen X audience like it's the India's largest food channel, right? We fully own it now. We acquired them about two years back quite silently. We have not spoken much about it because it's best left that way. We haven't even moved the team to Bangalore or to anywhere near our office. It's a very different team. We left it them there and grown them, right? We opened this in nine cities. We practically own India's largest food discovery channel on Instagram and Instagram is where food discovery happens largely, right? So that's an engine available and why it is valuable, for the consumers also it gives a great equity with restaurant partners. I always have a backlog or request from restaurant partners who want to be featured on Mumbai Foodie or served, right? And that is a great tool to have in the armory.
Scenes Switch, a business and this requires, I'll spend like 30 seconds to first describe what it is not and what it is. What it is not is a large format singular event kind of play. So if you're thinking you want to book tickets for let's say, you know, Shakira, won't be happening at Scenes, we're not doing that business, right? What it is very focused on is hyper local food forward, restaurant forward entertainment that people look for on a high frequency basis, right? So if you're looking, if you stay in Andheri and you're looking for the, you know, most happening Hindi music being played and a ticket to that it'll show a pop dates for you and something happening there, right? So this is that clearly juxtaposed with the Dineout platform and not operating outside the remit of it. We do quite fancy things so for example when Gaganand came to Mumbai, we, it was on Scenes, we built that property with him. It got sold out in 90 seconds. Ticket price is 35,000 rupees per head with a 2,100 rupee convenience charge, right? We opened it, we sold out in 90 seconds. So there's that kind of stuff also happening on Scenes which I was also surprised by. I was like asking the team who's going to buy these tickets, but it didn't last too long.
Orders Field. This is something I'll demonstrate to you what it is. And digital menu now and I'll show you the digital menu. I firmly believe having looked at digital menu and gotten frustrated with digital menus across the globe. We have a product which is really nice for the consumer and works for the restaurant partner. On the payment side, there's Dine Cash and there's restaurant SaaS which is table CRM booking billing stack. So this has moved from a discount discovery platform to a full stack play which allows the restaurant partners to do a bunch of things. I'll give a simple couple of examples to illustrate what the power the platform has. So restaurant partner wants more footfalls, breakfast slot on weekdays. They can just open offers for that slot and not disturb the other slots which they have walk-ins for, right? They want ability to say I will give a booking but I want to see where how my restaurant is operating and confirm in 15 minutes to say can I give you a table of 12 in the evening. We've given the power back to them because gaining the trust of restaurant partners here to allow their space up to do a bunch of things through tech requires them to feel they are in control as well of their own destiny and how they want to drive their business. So large part of what we built is very very feedback based from them.
This is Steel Deals. It's been operating for a while in Ahmedabad and Indore. The core idea is simple. It is not food delivery. It is not Dineout. It is a deal which you buy on the app and then you show up at the restaurant to claim that deal. It's very simple. You'll go to the app. It'll show for example this is I think one hoko or I don't let me play this video.
So we learned it the hard way. You know, we launched this 2-3 months back and we had to shut it down in 4 hours because the restaurant systems collapse with the traffic, right? And we actually didn't bargain for that. So the whole idea is how do you drive footfalls to a restaurants and we have done this now repeatedly. Some restaurants are experiencing 300x growth in daily transactions when this happens when they come on this and it is quite crazy like for example sometimes we get repeat rates of two in a day from the same consumer so they're buying two Steel Deals and visiting two different restaurants to claim the Steel Deal. The fun part is the bill value is not 19. The bill value in some of the cases was 19 rupees for a Steel Deal but the average is 500 because three friends went they've claimed one 19 rupee deal and also bought one more ice cream, one more coffee, one more big red. So the restaurants are clearly liking it. The whole this thing is being scaled up now. So it's a quite a unique realization we've had that people when they're assured of value before they go to a certain restaurant will actually walk in large numbers. Very Gen Z focused. This crowd is not the 30-40-50 years old. This is largely what we see is 20 to 25 year old that age group or 18 to 25 who are clearly excited by this.
Sorry. Yeah. Digital menu from the table to the seat. Now, we've all experienced digital menus and if I may say so, it's a bit frustrating. They're not the best UI/UX. You tend to always ask the restaurant saying can I get the physical menu please? Do you have one? And then they say no and you get disappointed. I think we went and attacked that problem first saying forget everything can we make a menu which is delightful, right? And I'll encourage you to use it or maybe we can demo it during the break. This takes the skin of the restaurant. So every restaurant this menu will feel it is their menu, right? We are not imposing our brand colors, brand standards onto this because restaurants are also very finicky about their menu, how the menu shows up, right? It has but the power it gives is not just the consumer experience. This is the first time the restaurant is able to digitally track through data everything happening in that flow, right? Seeing which dish is getting sold, the kind of data is generating for them and even we have actually gone and demonstrated to our early partners saying through this we can lift their AOVs up, right? Because how you surface a dish, how you surface offer for the day, your ability changes dramatically. The flexibility it offers them to do seasonal menus, daily menus changes. Just imagine doing that on a physical menu if you want to do saying Saturday special, what do you do? You go and print like 30 more menus and you want going to change it next week. What do you do here? You can do it from the back end in like 5 minutes, right? So, this is getting scaled up. It's gone beyond at least 500 head restaurants. These are like the most popular restaurants, breweries you'll go to in Bangalore, Bombay, other places. We believe it gives us a real hook into understanding restaurant data at the point of dining and then building on top of that for the restaurant partners and for us, right?
I'll end with this. This is the new thing we've gone live with is our first partnership is with Cinepolis. We have built an ability to order from the seat using the same Swiggy menu that you're used to. So instead of, you know, looking for a person to look call or go out during the break where classically if you go to a movie the biggest problem is during the break everybody goes same time and suddenly you have a crowd and a queue and many people don't transact because of that. So we are piloting this in about 460 cinemas of Cinepolis and we also expanding it to other cinema chains. My sense is this could go anywhere between 2,000 to 3,000 cinemas in India. The product is fully ready, is being rolled out. So net-net if I just trace back, leaving you with the headline numbers, we believe this entire act of eating out to put it simply can become a 20-25,000 crore business for us generating a 1,000 crore AIDA but it is not a discount-led business anymore. It is a business which has 7-10 core products each of which makes sense for the restaurant partner and for the consumer together, right? Thank you.
Okay I think I'll hand it over from here to our CTO Madhusan Rao, Madu as we call him more normally. Where is he? Okay, you can check your messages in the meantime which we've been doing also while I was speaking. So, it's okay.
Sorry folks, we covering the section slightly faster than we plan to and we have QC slotted for once. So, we didn't want to advance it now because we know of some folks who are making plans to come for sure by the 1 p.m. for the QC section. So, we're just moving things around. That's why Madu is not immediately here. Just give us a couple of minutes while we find him.
Thank you. Thank you everyone.
Rohit Kapoor 1:22:10 ↗
Hi everyone. We're now getting started with the quick commerce section for today's event. Hopefully all of you can get settled really quickly so that we can start.
So I know a lot of you want to hear Nandanda speak. She will speak but she's just joined this Monday so she won't be able to go elaborately over the intricate details of warehouse management software and pod stockouts and all of this. I'm going to be covering some of that. She will definitely be coming in for a part of this talk where we'll be talking more about the strategy for the way forward and how we want to position ourselves and we'll be followed by Rahul after to go through the financials. So without much further ado.
Again, like very very quick introductions. I think as you all know, we launched this version in 2020 as an offshoot out of like another failed experiment called Swiggy Stores. We were just a food delivery company at the time. We only knew how to ferry stuff on the roads. We had no idea about how warehousing works, supply chain works, what category management in retail works. I think we have competitors who had some of these learnings before us. I wish I had all of those also when we started but unfortunately you don't as a complete noob in the category we started with the base that we did knowing what we did and it is as you all will appreciate one of the most complex categories in India internet and taming it hasn't come very very easily but with some relief and some excitement we're starting to feel good about how we're taming all of the complexity and learning and making up for lost time, lost failures, like lost experiments in terms of how this category moves and shakes. I think just again like for a quick presence, right? Today we are in 130 plus cities, we have 14 million plus monthly transacting users and 1,200 plus growing dark store network.
Now I think what are the changes that have happened? Again I'm going to spend only a little bit of time on the quick recap. When we began this category we had no idea it would look anything like this in 5 years. So much has changed about what quick commerce was meant to be. In our minds, naively, we thought that building like an online version of a 7-Eleven was all that it took. And we just said that, okay, the model's probably going to have 300-400 rupees average order value, probably 2,500 SKUs, 3,000 SKUs, and probably only going to be a top-up business. But I think every single assumption has changed in terms of the assortment that the category needed and you know that 2,500 to 3,000 SKUs went to 7,000 went to 11,000 went to 40,000 and it's kind of stabilizing there where we feel like there's some equilibrium in terms of capturing maximum need states for the user that we see today. And we look at the version that we have today. We also have obviously grocery but non-grocery, electronics, pharma in a few places and covers a whole wide array of need states that just weren't imaginable when you know the category began in 2020.
Just some, you know, as we look further out about the category itself, what is our belief on where it's going to be. QC is going to be expected to grow at 40-45% CAGR over the next four-five years. Everything that we're seeing in terms of overall user acquisitions and also the marginal users retention and repeat suggests that we are still far from this slowing down phase from everything that we're seeing. Category growth, habit formation for the users who are coming into the funnel as we speak now continues to be healthy and we continue to believe that while the overall retail industry grows from 700 billion to 1.1 trillion in 2030, quick commerce is going to be a sizable part of this organized retail version and we're pegging it at 65 to 70 billion for the overall QC category in 2030. And as you can imagine, even at that stage, it is still going to be less than 6% of the overall relevant market. The opportunity is immense and there's still so much more to be uncovered as we go.
And these are questions that some of you I know have asked in the past as well as we added the selection over the last year and we went from a massive leap from that 10k zip code to the 40k kind of zip code. There were many questions on where the overall grocery versus non-grocery will stabilize and I think we have like a much better answer than we did maybe 12 months back seeing everything that we're seeing. I think 70% of QCGM is grocery and 65% of QCGM is expected to remain grocery. There will be small changes here and there but I don't think there is a bigger slide than that and this also checks out for globally retailers who operate on similar width and assortment and solving for a similar need state.
Now I think for the Instamart question we have covered some journey over the last six quarters even since the IPO. I want to talk about some of this. In the last six quarters, as you all know, like we've moved a 5.4 PP improvement in the contribution margin. It has been, I mean for a lot of people continues to be a contra take that we did even on the sidelines over dinner and you know the lunch and the breaks people were asking why did you choose to do some of this? The honest answers are everyone has to do it at some time and it was important for us to do this reset. There were multiple reasons why we believed that this reset was going to make us much stronger and this came at a time when the number of players in the category increased and the craziness of the intensity with which some of the players also played only went harder. But we continued to keep the faith when it was absolutely not obvious that this is what needed to be done. We didn't want to kick the can down the road. And we felt like by doing a reset overall in terms of this contribution by reducing our gap with the market leader today, it just allows our ability to be competitive for a long enough period of time even in the next 5 years. In food delivery, we managed to bridge a lot of contribution, you know, over the last 3-4 years while keeping share and even growing in some categories. But you need a boundary of contribution gap that you can work with. You can't just operate with any gap and then expect that you will keep growing now and you'll keep growing as fast as them even later. And that was just important for us saying we need to reset it at some point otherwise it's just a thing that has to be done later and we'd rather be doing it. There were other reasons that I'll also be talking about as a part of the reset.
So at a time when the category has seen its most intense times, we're happy to, you know, grow 70% over the JFM quarter to the JFM quarter this year while moving the contribution from minus 5.6% to 0%. Like these two at some level need to be seen in tandem in the same year. The company had to do the expansion of assortment from 10k to 40k, had to also reset its overall P&L to go from minus 5 and a half% to 0 percentage contribution and then also constantly figure out how to drive growth while we are on this path. So there have been many balls to juggle and the happy news is a lot of the balls have been juggled and we start off with a much cleaner base and with much lesser entropy than we began the last fiscal with.
And what else did we do as a part of this reset? I think during the peak when we also participated in some of the competition, just you know there's a natural temptation to do block and tackle when there's someone else spending and you're like okay I want to also do the same game and when that happens yes you start seeing some of the short-term order volumes pick up but you immediately start looking at the sobering reality of let's say is the retention of these users good? Can we make a long-term viable business on terms of these users on the same proposition? And that has also significantly influenced the overall way we've just been approaching the user journey and that user journey begins with even how we acquire users, what communication we are giving the users. A user maybe like 12 months back, 15 months back would have seen get some 50 rupee free cash on your first order and you know things like that before we did the reset and we said I think we just have to figure out how to do the entire funnel differently. One part is if you come into the funnel today, a lot more of the acquisition first deals with the proposition. And then whenever you're coming in, we try to get you on a more active journey of fruits and vegetables and fresh purchases that are going to be significantly more habit forming than let's say a regular user. And we've done a lot of work over the last couple of quarters to keep shaping. Every chance we get if there is something exclusive in the fresh category, if there's a noise proposition or a noise SKU that we think drives dramatic retention, we figure out ways to drive let's say trial for that. Like if you see the 9 rupee store, 1 rupee store, there are some things like these. These are not classic discount stores. They are actually a trial store to get the user into a funnel that helps them build very strong habit which would be harder to do otherwise organically. So that is one part.
The second part is even the overall customer experience and I'll talk about a few metrics that we're quite excited by in the short term and where we'll go for. And the last one is and this is a more recent 3 to 6 month time frame as our minds got all of the clarity about the soul of the retailer that Instamart wants to be that I talked about in the morning. A lot more of the communication even if you see any Instagram influencer campaigns you see that constant theme saying like okay I'm, you know, switching to this I'm switching to this. So we're now pulling all of this together so that the entire user journey starts looking very very coherent for what we want to stand for, why we want the user and what we hopefully think will make them stick.
I just want to talk about maybe a couple of the slides here on the operating metrics itself. We've talked about some of these in the past but overall I think our push on delivery speed continues. Today we are at like a pan India average of 12 and a half minutes and our goal here is to get to 11 to 12 minutes by December. We have a lot of action items over here that we're furiously working on. Only a part of it is network expansion but a lot more work is being done to optimize pick times, the transition times to be able to get this to the 11 to 12 minutes. So that will be the best-in-class for the quick commerce category. This is the benchmark and beyond this the marginal utility starts to go down a little bit but for us to have the entire network being operating at this place and have significantly higher intolerance for what we call P95 internally, the edge cases have much fewer edge cases is the way forward.
Another one which we've talked about in the past in which we've had some conversations in the past about is also availability. Here we have not had an easy road over here and this has been a complex project that involves multiple parts of the supply chain right from the warehouse management software to the replenishment rates that we're doing. Everything is now starting to show up. Just in the last 3 months we've moved our availability from, you know, the 86% to the 90% and with the building blocks that you see on the right, key components that I'm sure you've heard, you know, even in the overall all category context. We just launched the automated replenishment system that is significantly going to change how our warehouse fill rates are going to move in the next few months and we're launching our own state-of-the-art in-house warehouse automation system and even our self-serve portals. We've got a lot of love for some of the releases that we've done in recent past where we've been giving a lot more insights to our brand partners in ways that are not even available on peer platforms that is starting to drive them to be a lot more granular about the places where we could be growing a lot more together that is leading to all of these gains. So we believe that on the goal that we've taken if we get to that 93 to 95 which we have good line of sight for it is going to be best-in-class at an industry level. Right now it is on the fringes and that is what I was alluding to in the morning when I said these are the moments by December I hope to come back and say okay there's no lost time explanation that we want to give like our supply chain, our ops, our availability, our stockouts are humming as much as the best in the category and we just want to keep building on this base and keep finding ways to get even better at it.
Now what has happened as a result of all of this? This is the other explanation that I was talking about where with the reset, not just resetting the economics but also resetting the user base that we bring in and engage. We've seen a significant shift in the month-on-month user retention on Instamart. What used to be 55% is now at 61%. And the other metric that we're also seeing is that I mean there is a customer health metric that we see saying whenever you're investing are they moving further in their journey and that is happening in a way that it hasn't happened in a long time and that's also what is driving some of the enthusiasm that we displayed in the earnings call saying, you know, some of the growth that we're seeing is a lot higher ROI growth than we would have done in the past. Technically, we could have done some of these even 6 months earlier, 9 months earlier. But the choice was if this is not, if you're not primed to get the maximum engagement out of our users, even if it is hard, let's just wait for the reset and then build on top of that base, we'll be at a reseted unit economics base. We'll be at a significantly reseted user retention base and an experience that only allows us to keep finding more and more reasons to expand as opposed to constantly being tentative if we invest because these are questions that we've asked also saying okay why are you not setting up stores? Of course we had the capacity but even if we wanted to that question is always on the back of your mind. I can't help but agree that we could have been tentative in point saying okay we can invest but is it going to yield the exact quality of growth that we have the bar for. And wherever we didn't find like 100% clear answers, we said, okay, maybe this is not the time to be doing it. And we're happy to find that now with the base that we offer, significantly eliminated all of these trade-offs in our head. Can growth drive operating leverage at a pod throughput level? Yes. Can these things not be as much of a trade-off as they were earlier? Absolutely. Yes. If a dollar spent, will we feel great about the dollar spent into cultivating habits that add to this compounding MTU flywheel that we want to go after? Yes, I think obviously all of it needs building on what we have and furiously accelerating to get everything into that December state of mind that we're talking about. But if we do that, I do think that this retention and all of this by the way maybe to explain it a little bit, month user retention part of it moves because of what kind of users are you acquiring on what proposition and other is your everyday excellence in terms of are you waking up and serving consumers super reliably without surprises every day and there's a big building block in terms of the secret sauce that we're talking about in the proposition. If I have the best, you know, FNV proposition in the country, odds are my monthly retention will be even better.
Sriharsha Majety 1:38:52 ↗
than what it is. If I'm able to offer this differentiated assortment in some places, because most of these gains, because our differentiated assortment is a quarter old in at a full-blown campaign level. So some of this is just starting to get baked in. Even with noise, even with some of the things we're doing, only a small percentage of our users have actually tasted the proposition and even smaller have tasted it three times. Internally, we look at how many users have tasted it three times, this proposition, because after that we see a step function movement in their retention. So it is not just because we keep improving the basics, but it is a function of both deliberately acquiring the right kind of users for the proposition, serving them reliable experience every day, and adding the booster with the overall Switch proposition and the overall differentiated assortment proposition that we're talking about.
That is also the reason, because technically some of the questions may also be that, okay, if you're going to go for profitability again, because you need to move a few more percentage points in contribution to get to EBITDA this time, what trade-offs will happen? I think that some of these things were very different the last time we went on this expedition of moving the contribution margin. We didn't have, let's say, the user base fully set. I think the user base is set, the everyday excellence in terms of the basics, in terms of the operations, are at a significantly better place. And the third reason is there is going to be meaningful organic drive, organic growth as a building block just because of this new proposition giving more stickiness that just didn't exist last time, which meant that the net growth that you saw was there were gross inflows and some outflows because we also talked about resetting the user base and what you saw was that equation of plus and minus. We have almost no minuses of that type this time and we feel a lot more enthusiastic about the pluses that we have, which honestly didn't exist at the time. And that is what gives us the confidence about this being the right time to push the pedal and also gives us the confidence. I mean, some of this we alluded to in the earnings calls also. Yes, there are going to be multiple players, everyone has large balance sheets, etc., but this time we feel like a sense of control over our own destiny in a way that we haven't felt before, just because of the things that we're able to touch and feel when we look at the business. Even today, the market continues to be super competitive. Nothing has changed in the last three, four months, but the way our users are forming habits is very different. And we're going to assume that competitive intensity will remain the same and we feel like this time will be different just because of that. This whole grasp on, okay, how are we graduating the users? How are we serving the users? What kind of users is just coming together.
Just a little bit more building on this reset, right? If you look at some of these metrics, the share of habituated users, this was at 20% in July '25 and that's already grown to 23%. And we call habituated users as users who place more than four orders a month. That's also starting to show from the lows of 2.77, it's already starting to climb up to 2.95. And our ambition over here is to actually take it another 1.2 to 1.4x higher over the time frame to FY31. A meaningful part of that is going to come from this climb that you're seeing in percentage of habituated users is going to keep increasing and all the signals that we see internally suggest that. And we are going to keep going for it. And the reasons again are differentiated assortment, basics, rinse, repeat is how we're going to be playing live from here on.
I think I've talked about, you know, the basics, I've talked about some of the foundations, I've talked about some of the resets. A lot of you are also curious to hear what the right to win will be. A lot of stuff that we covered here, mostly except for the bits and bobs of differentiated assortment, is right to play. And right to win is really like what do we offer customers and what do we uniquely stand for. Some of the things that we also got too much caught up in the early years of quick commerce is you keep talking quick commerce share, quick commerce share. We keep talking, all of us, but I think that in the end, quick commerce is just a pipe. Ultimately, you need a unique reason to go to your pipe. In 10 years, quick commerce will be seen like maybe just a big box retail store was seen on the roads five years back. Ultimately, there is a unique reason why people go to each big box store. That is what is going to be the defining factor. It almost seems obvious. And this learning has again, as a food delivery native, been like a bit more recent than I would have liked, saying ultimately quick commerce is not quick commerce, you're just a retailer. And what kind of retailer are you going to be is going to be the dictating part. And it becomes harder when there are three players roughly playing in the same space and only emergence, like deviations, have started happening over the last year. Someone took like a deep value route, now there are four more players coming in. And that just actually, all of this came together, like some of our own discoveries along the way with stuff like Noise and some of our realizations along the way. When you have seven players and seven retailers, you need an answer that just is super important. Otherwise, commoditization will happen pretty obviously. And to escape that is going to be very important. I don't think that there are going to be three, four quick commerce players five years later that look identical. Maybe a couple can, but I think it's just going to be hard. And wherever you see globally, there have been multiple ways that retailers have found significant scale by standing for something super sharply and super distinctively. And that is what has driven long-term durable growth positioning, the business model getting sharper and sharper. And that is what I would like to invite Nandita to come and build on top of this, is, you know, part of the thing that also got her excited about the overall journey. Over to you, Nandita.
Nandita 1:45:09 ↗
Thank you. Am I... Yeah. Okay. Thank you so much, Harsha, for this exciting buildup. I'm very, very excited to be here. As Harsha said, reminder, it's day four in Instamart. So the excitement is building up. It's been a very exciting morning for me and I think I'm very happy to talk about what is the soul of Instamart and what is truly going to differentiate us from the seven players that are there in the market. You know, what is our right to win? And like Harsha said, I'm just going to take a quick second to reiterate what the lay of the land has been as we are talking of this quick commerce journey that we've all made and we are talking of competition. It's very obvious there are seven competitors in the market today. But it's very important to note that, like we've been saying, that quick commerce is going to become a pipe. It is a mode of fulfillment. It is like what big box is going, was for retailers in the west and now in India, but in itself it is not a unique value proposition for which the consumer walks in into a store. And that got us thinking to what will be our unique value proposition over a period of time. Why will consumers walk into our store versus any other store that they have access to? Also, we started thinking about what is really the three pillars of differentiation that have always existed for retail: assortment, price, and faster and more efficient ops, which results in delivery time more often than not in our case. Quick commerce is always going to play within the boundaries of 10 to 12 minutes. That is what consumers expect from quick commerce and that is something which will almost become table stakes for all of the quick commerce players to play in. Very, very hard to differentiate on that axis and that's very well understood by all of us.
Assortment. We've had our journey of assortment of building from 8 to 9,000 SKUs to now 50,000 SKUs. And our realization over this journey has been that most of the consumer use cases actually get fulfilled in this 50,000 assortment that we are looking at. And therefore width of assortment also becomes something that players will play to, depending on, you know, this is something that everybody will play to and most of the use cases will get fulfilled in that 50,000 mark. Price. There are some competitors who are going very, very deep on price. As Instamart, it doesn't feel that we want to play that game, more so because it doesn't feel sustainable. It doesn't feel that the pipes on which that pricing differentiation is being built is sustainable. And something in this equation has to turn if somebody wants to be truly a sustainable price leader. So as we went through this, it became very clear to us that we have to really figure out the reason for why consumers will walk into Instamart. They will love Instamart and they will continue to repeat with us and become habituated users with us. As we were going through this discovery on quick commerce as a channel and as this new obsession that all of us have as consumers, I think we also started looking at what's really happening in the Indian economy. What's happening with Indian consumers? What are some of the macro trends really looking like? It's very clear across all the sectors that the Indian consumer has more access to money. There are the incomes rising. There is more access to information. Rohit spoke so much about protein and how everyone is protein maxing. So there is more information, more awareness, and as a result of it, more aspiration. So we are sitting at the cusp of an India today which is seeking more from everyday life, everyday products that they consume, and aspiration is a very, very big block of how they are looking at their everyday life.
If you look at what people are truly seeking, if you go deeper and if you even look at some of the big FMCG conglomerates or food conglomerates, people are not seeking cheaper products. We can just wait a second for this to come back. People are not seeking cheaper products. What they're really seeking are value-added products. Products that are better quality, products that are fresher, products which are from better brands, and products that are helping them elevate their lifestyle not just through special occasions but in everyday life. I think that has been a big shift in how maybe 10, 15 years back India was consuming, where a lot of better was built for special occasions but better did not mean better for everyday life. I think that is fully changing in the way Indians are consuming and it's evident through some of the conversations we had on the food business, dine-out business, but also through every other consumption company that exists in this country. However, there is a tension because when consumers are seeking better through all of this access of information that they have and awareness that they have, they are either finding those products not available, the products are not designed for that better. I mean, I don't know if some of you went through the Noise booth and there is a product of pre-soaked activated walnuts and almonds that is a product that has not been available in any other parallel product company that exists in this country. So there are products which are not designed to be better, to provide better value on freshness, quality, and when those products are available, they are unfortunately very, very expensive. They are so expensive that sometimes consumers feel irresponsible about spending that kind of money. So the tension on this awareness and desire to upgrade, this awareness to trade up, and this aspiration to find a better product and lifestyle for themselves is juxtaposed with this inability to pay for what the market is demanding out of them. And when we started looking at this problem, I think we got very excited about it because of two reasons. One, I think what our core values stand for as Swiggy. You know, Harsha spoke about the fact that as a brand we stand for elevating the everyday life of people and this felt like really, really solving the everyday needs of people and giving them something better and upgrade which they are seeking. And second, it felt like a problem that nobody else was trying to solve. And this is what we felt could be the soul of Instamart. This is where Instamart comes in.
And as we were going through this problem, we also had a lot of experiments in between. We'll speak about some of them, but I think everything came together to say that maybe this is the stand that we need to take as Instamart. And Switch became our first proposition that we launched a few months back to really bring to life this proposition of helping consumers seek better, democratize access to quality, better products, better brands, and a better lifestyle. Just to take you through what is Switch. Switch is really a vehicle which allows consumers to discover better products through all of the daily use cases that they are coming to Instamart for. So if you can see on the screen, you know, there are things from ice creams, snacks, oil, everything is coming under the umbrella of Switch, which allows consumers to discover these products very, very easily. Our proposition is very simple. We believe that as we build Switch, we will help consumers discover better products. This allows us to democratize value better and really, to simply put, if you want to switch to better products, switch to Instamart. That's really what we are saying through our Switch proposition. This unique proposition is built on the back of two pillars. The first pillar is the brand partnerships that we have. So we will continue to partner with brands and we'll talk a little bit about how we are partnering with brands. In some cases, we are creating exclusive products which are truly an upgrade from the existing products. They are very well tuned to what the consumers are asking for. And in some cases, it is products which are made maybe not exclusively available with us, but the price at which we have engineered these products are making these products very, very accessible and increasing the velocity at which Switch is being adopted by consumers. The other one is the build journey. Harsha spoke about Noise and I'll speak about it in more detail as we go through it, but this is really saying that actually we need to go deeper into building products which the country deserves and giving it at a value which is affordable to most of the country. We'll speak about Noise and we'll speak about Nectar, but these two propositions together build Switch for us.
Talking a little bit about the brand partnerships, I think it's very, very heartening to see that in season one of launching it, we've just been, I would say, one quarter of launching this, a few months of launching this, we've been able to create very, very unique partnerships across the entire spectrum of consumption. So starting from fresh to FMCG, general merchandise, and electronics. And it's also very heartening to see that some of the biggest brands have participated with us and have given us very, very good feedback on how we have co-created and co-innovated with them to create products which are differentiated. So if you look at the roster of brands that we have, we have Hindustan Unilever, we have ITC, we have Marico, but also a huge set of emerging brands. Emerging brands who are built on differentiated assortment have really partnered with us and voted with their partnership. Whether they are brands like Mama Earth or Epigamia, all of these have really partnered with us to create unique propositions. We've done around 50 categories, 400 brands. So it's something which we've really scaled over this first season of launching it. And I'll talk a little bit about some of the partnerships because it gives a sense of how we have really selected what are the bets we are making, how have we selected categories we want to go into, and how is some of these bets really playing out for us. I think one big principle that we've used as we've built these partnerships is to say that if we want to elevate the everyday life of people, we have to go into categories and use cases which are most searched by consumers and most used by consumers. Atta seemed to be a big category which fell into this zone. And the other thing again, you know, protein is a use case that consumers are really looking for in their life and all of the protein options that exist actually are not in your staples and therefore it makes it difficult to really access protein. What we did is we said that why not protein and atta? And of course there is protein atta that is available in the market but more often than not it is so expensive that it is unaffordable for most people. And therefore we worked with ITC, with both Aashirvaad which is their mainstay brand as well as Right Start which is their emerging brand to say why don't we create an atta which is a 15g atta product but at a price which makes it really, really accessible to all of the consumers who come to our platform. What we were able to do with this is that not only did we increase the segment sales, you know, not only did protein atta as a segment grow, I think we got proof of the pudding that more and more consumers want to upgrade and therefore this uplifted the entire category sale. And it was very, very good to see that more than 50% of this growth was actually incremental in nature. So an innovation which we co-partnered with a leading conglomerate at a price that was affordable to the consumer gave us the evidence that we could grow the category significantly more. We grew at 28% in the last quarter and we were able to attribute almost 50% of the sales to this upgrade that we asked customers to make on our behalf.
The other example is oils. I think again everybody knows there is enough awareness in the market that cold-pressed oils are more healthy. However, they are more unaffordable and therefore they are left for special occasions or for some very, very niche households. We partnered with Saffola, with Indic Wisdom to create cold-pressed oils at prices that were affordable. Again, the category grew by 17% and almost half of it was incremental, attributed to the value-added product that we had created in partnership with brands. So better products led to better sales and better upgradation of the customer. Another category which is a slightly different category but also has a lot of excitement going in the aficionados who are there for this category, which is toy cars. There are only two kinds of cars in this country. One are the very cheap, flimsy cars which are very, very low in terms of their shelf life or there is Hot Wheels which is a die-cast car. Hot Wheels is the only brand that most Indians have grown up with, known, and there is always a shortage of supply of Hot Wheels. And as we started going deeper into this category, we realized that probably we could introduce a new brand, a more premium brand to the customer and make access more easily available to them. Majorette is the brand we partnered with. They're an international player. We introduced exclusive selection with them across this category which helped this category grow almost 50% and a large part of it was incremental, attributed to the brand that we had introduced. So a category which is an everyday use category for a lot of consumers or a category which is a collectible for some consumers, we were able to innovate on this axis and partner with brands.
I think the last example of partnership is coming from, I mean, we spoke about use cases which are for everyday life but a large part of our consumers also come to us for all of their festive needs and needs which happen once in a quarter, etc., around the many festivals of India that we experience. Water guns. I think the interesting part about this innovation is that sometimes consumers don't even know that they want a better product. I think our deep consumer understanding and our partnership with manufacturers and brands allows us to go deep into use cases where innovation is something that we are the only ones in the category to actually think of. So water guns is a category all of us buy during Holi. We don't even expect it to last one more day apart from the use that we do and of course not the next year for sure. We started working with an international supplier, worked very closely, did a lot of iterations with that supplier to understand how can we really introduce a good quality water gun which can be used by consumers year after year. Not only did we do many iterations to arrive at that product, we also did a licensing with the brand Police. Again, a lot of innovation in terms of the category teams going to a brand which actually doesn't do toys, they do wallets. We went deeper and we said we want to license this brand. Turned it around in a very, very quick period of time and then really upped the ante in terms of the kind of marketing and activations that we did on social media, Instagram, and also on the app. I think the consumer love that we got from this product was phenomenal. It really strengthened our belief that we could introduce upgrades. We could introduce better products in categories that consumers themselves were not expecting upgrades and better products on. We saw a lot of love for this product and we saw a lot of adoption for this product. Another example in how we sourced ladoo from Kashi Vishwanath temple. So I think a lot of use cases which are not everyday but still, you know, we find that we are able to innovate and create better products and consumption occasions for consumers as we partner with a lot of brands.
Build is the next pillar. We've spoken a little bit about Noise but I think it's important to go into both Noise and Nectar and talk a little bit about the origin story of Noise because that actually gives us the confidence that our ability to scalably introduce and build products and categories which are much loved by the consumer at a price which is scalable to elevate their everyday life is very, very high. As you know, Harsha said, the origins of Noise actually lie in the team which did Insanely Good. I think the belief of the team remained constant that, you know, Indian consumers are looking for better quality, fresher products, products which are better than anything available in the market. It was a platform which was doing a one-day, two-day delivery and while there was not enough velocity in the platform, I think what became clear is that consumers are looking for better products. And the verbiage that we started hearing consumers say that, you know, all of the paneer that are available in the market look, feel very industrialized and very rubbery, I'm missing the homemade taste of homemade paneer. And those are the insights which kept on compounding for us and helped us really build a proposition which exists today. As Insanely Good kind of got into a different avatar of Handpicked, Handpicked was really a set of products which were available on the platform. Again, we didn't get enough traction around it, but the consumer love and the consumer need state of wanting fresher products, something that's a little bit more homemade, a little more, you know, better quality ingredients continued to resonate with consumers and we continued to see that play back to us a lot. I think, you know, and I really want to say this because it's very heartening to see the kind of compounding impact of innovation that happens over a period of time that the team truly believed in it, that this is a proposition that India is waiting for. I think the tweaks were really to understand how do you make it scalable and how do you really build this proposition at scale, which is where Noise happened. And the team really went back and said that why don't we create good quality products, fresher products at scale by partnering with a lot of small manufacturers and brands who make this awesome product and build this brand on three very, very distinct legs. The first one being better quality, I think better quality and fresher quality being at the heart of what this brand is. Second is building it as a brand so that the mental model of what consumers expect not just from Noise but also from Instamart continue to be built over a period of time and not just a platform play. And third, actually making access very easy to this brand and the products within the brand. So these were the three pillars that we decided to really hold ourselves to as we scaled up Noise.
And if you look at it, you know, what makes us uniquely set to build this category, why will we win in Noise? It's a very, very, I would say, honorable and noble mission to take that you want better quality products, fresher products at great value to the consumers. But what makes us uniquely placed versus any other brand that exists in the market? And I think single-handedly that is about our integrated supply chain. If you step back a little bit and think of all of the brands which are making products in the categories that Noise plays in, they build products for all channels. They build products for modern trade, general trade, e-com, and quick-com. And as a result of it, their products have to really meet the lowest common denominator needs on supply chain, which means that they essentially have to design for longer shelf lives, for higher expiry dates, etc. As a result of that design choice, your ingredient quality changes. You can't use fresher ingredients and you have to use preservatives. So I mean, if you just step back, I think products which are designed for all supply chains, which are generic in nature by design, have really committed themselves to maybe lower quality products and more preservatives. If you look at Noise on the other hand, we are distinctively building for Instamart as a platform. We are building for a platform where we can design for lower shelf lives and lower expiry dates. As a result, at the design stage itself, we are making the choice of having fresher ingredients and having no preservatives added to the product. This compounds our ability to continuously create a pipe where we can create innovations which are distinctively better than anything that is available in the market. I think that is one thing that really sets us apart. And the other thing is, you know, being the consumer-centric company that we are, we constantly listen to feedback that comes on either categories we are not playing in or even when we are playing in a certain product, how do we constantly innovate to make that quality better. These are two things which have allowed us to create products across different categories. I think it's very, very heartening to see that we've been able to create products across 45-plus categories, almost 400-plus SKUs, and 9 million customers have touched Noise. Of course, we'll talk about how we make it more pervasive in their wallet, in their basket, but this is the scale that we've been able to reach across different categories in a very short period of time.
And while, you know, there is width and scale, I think every product, these are just two products that we've put over here for you to see how we really look at quality and how we look at price. But every product goes through the same love, care to be able to build a product that is truly unique in terms of its quality and what feedback we get from our consumers. So if you look at our Malai, it's one of our best products. It's freshly made, it's handmade, it's muslin-made. So it really retains the flavor of what homemade paneer would look like. And it's actually cheaper than the category incumbent. If you look at bread, it's five-seed, multigrain, zero maida. It is very, very competitive with the incumbent in the category. So we are constantly pushing ourselves to create better quality products but very, very competitive with the incumbent in the category so that we can really drive adoption of Noise as a proposition. Consumer love is through the roof. If you see organically the kind of mentions that we get, all of it is largely two or three things. One is the mom's taste of coffee, mom's taste of paneer. It's very fresh, very good quality, and I think its resonance with consumers as a brand. This is not just a private label. This is a brand that consumers want to keep coming back to. There are so many mentions of people saying that my entire, I have a full basket of Noise products. I didn't know Noise did this. So there is a compounding impact of each product that is happening as we are building Noise as a brand but almost as a flywheel of platform of products and categories that are introduced with Noise.
The numbers also are very, very good. I think that was consumer love but we all love the numbers. So here are the numbers. I think the numbers look very good for consumers who try out Noise. We see them buying with us 50% more times. The customer retention is 10 points more than a normal customer. I think where we have work to do is the fact that only one in 10 baskets buy Noise. I think the job is to really increase the basket penetration of Noise as a category because these are in very, very pervasive categories and therefore the job that we have lined up for us is increase that number from one in 10 to more. This was the story of Noise. I'll take you to Nectar which is newer, more interesting, and actually showing even more signs which make us very, very excited as a company. All of us know that most consumers actually use quick commerce for fresh as a distressed basket. So if you've run out of a banana in the morning or potato or onion, you go to a quick commerce shopping destination and you quickly buy that. I think the need, I think truly for fresh today, consumers only expect convenience for some of the most commoditized products that are available in the market. I think we all know that the heart of the matter lies in the weekly basket. How do you really help consumers make this choice of buying the weekly basket of fresh vegetables and fruits from a quick commerce player like Instamart? Because today there is truly, like if you go around and if you ask consumers, there is low trust in the quality. People still trust the old habit of going and handpicking fruits and vegetables. Why would they shift to us? Why would they move from their current habit to our destination is purely on the three simple pillars of giving them great quality, fresher quality, giving it to them consistently. So every day in the morning when I make the choice of buying fresh vegetables to cook for my tiffin or for my child's tiffin, it should be consistently great quality. And because it is everyday, I don't want to pay a price which is much more than what I would pay in the neighborhood market that I go and pick up my vegetables and fruits from. So this is what consumers are expecting from us. Consistent quality, great quality at prices which are very affordable. If we solve for this, this is when we get the offline customer online. Otherwise, we continue to lose that customer to the offline markets and the habits that they have from many, many decades.
This is where Nectar comes into play. As we've introduced this in, I think, a few pods in Bangalore, we've been able to ensure that we are giving great quality to the customer. If you look at some of the examples over here, right? This quality is also pegged to what the customers are asking for. So if it's a tomato, they're asking for better texture, color, and chemical-free. If it's onion, they're asking for a crisper bite, no smudges, no marks, and chemical-free. I think this is a theme which is coming through across all of the fruits and vegetables that consumers are asking. We are able to consistently provide a higher quality product on parameters that customers are really asking for. And if you look at the price at which we are providing, we are very, very competitive. We are seeing what is the premium that customers are willing to pay over market prices and we are sitting in that 10 to 15% bucket of where they are. But this is the price, I mean, at two, three rupees, people are willing to upgrade, I think, for something which is so important as the meal that they consume, the meal that they make for their children, for their families. I think it's very, very important that they get the best quality that is available and therefore this premium is something that they are willing to pay for. It's very competitive and they're willing to pay for this. The numbers are even better over here. It's a very small experiment. It's very new, but it is very, very encouraging to see that as consumers try out Nectar, they start spending 10% more on FNV on Instamart, they come back more often, 12 percentage points increase in their retention, and the platform retention on FNV and platform retention also increases. So this is a flywheel that we know, I mean, all of us, we are consumers of food and we know that the place where we buy our FNV, we go there every day and we have the highest amount of trust in the value chain on that retailer. So if we get this right, our trust on ourselves as Instamart and our repeatability as a platform increases many, many fold.
So this is what we believe is going to differentiate us from the rest of competition. This is what probably, you know, what we will stand out for. Why consumers will keep coming back to us. All consumers in India want to switch to better. They will switch to Instamart and it will be built on three pillars of partnerships across all of the packaged good industry and general merchandise and fresh. We will build our own brands across fresh, across food like Noise and Nectar are. And all these three things together will help consumers switch to Instamart. So that was from my side on the exciting part of why we will win. Over to Rahul on the financials.
Rahul 2:13:49 ↗
Working? Is it working? Yeah. Hey, thanks. I think the story is being told and we are excitedly looking forward to what's ahead. So there's a point of departure, there's a point of arrival. But just a quick recap of where we are. So we have a clear proposition. I think in our various conversations in the past we were asked this question rightfully so that in a commoditized market what therefore is Instamart and what does it stand for? I think we have taken some clear bets around what does that differentiation mean for us? What is that proposition along with the brilliant basics that we have started to build out and we've seen a lot of data points today which we have shared for the first time around what are the core input metrics that consumers are really caring for, what is the speed of the network, what is the availability that you are driving, what is the selection and how is it differentiated. Ultimately it goes back to the core tenets of e-commerce, quick commerce that consumers are caring for a lot more selection, the right kind of assortment which is differentiated at the best speeds of the network as well as great availability whenever they need it. So we have the brilliant basics going for us, we have the clear proposition and therefore while the point of departure is this, the point of arrival would be that we would be at least four to 5x from here, right? So we are taking a goal of being able to deliver a one and a half lakh crore gross order value multiple from, you know, the current roughly 28,000 that we were in the past year. This will come at the back of transacting users. Currently from 1.4 crore users we are taking a shot to be getting to close to 4 crore users. We talked about per purchase frequency, that's going to go up from the current say 2.8, 2.9 times a month that we have by at least 20 to 40%.
GOV per order, again, as consumers start building habits around our platform, increase. Some of the data points that you saw on how the affinity also leads to salience on basket building and that's played out even if you look at some of our past work that you have done over the year, over the last say six to eight quarters around increasing our average order value where today we are able to cross that 500 rupee threshold from the net order value perspective but we still see a lot of room to continue increasing there. So the back of these core tenets on how more users engaging with us more number of times and buying larger baskets, that's going to be the core driver for us to be able to hit the one and a half lakh crore for FY31.
More importantly, path to profitability, right? I think that's the genie in the room that we have been asked about and we are going to give you a sneak preview of what does that look like. So this is what we did since we committed to the contribution margin break-even. I think a 550 basis points movement in a category where there were multiple competitors operating at double-digit contribution margin negative, I think we've done well to stay on our own committed roadmap and being able to get to the place that we have now. What did it do in terms of our network? Right? So if you look at our network today, 45% of our stores are today already contribution margin positive. More importantly, five out of top seven cities are now CM positive. Now CM positive is just not a landmark in itself. I think what it does is it gives us the ability to give an even better fight in being able to win market share which is the relevant market share and not just some headline metric on order numbers. Some of our top cities like a city like Bangalore, we are already hitting 3% contribution margin. So the proof of the pudding is well established that with the stuff that we've done over the choice of growth that we've made, we've got to a place where we can start looking at an accelerated growth from here on.
So the EBITDA break-even over the last, sorry, the contribution margin break-even came from a 28 rupees delta movement in the contribution margin out of which, as you can see, 25 rupees was revenue per order. Now that's really what I call playing the hard yards, right? Because there is a tendency to say, hey, if you increase volume, order number of orders, there would be operating leverage on the cost side. But then if it's going to come at negative revenue per order or without improving monetization, then as a power of the platform does not get established. Are you able to charge more from your brand partners? Are you able to get more pricing power from the consumers? Are you able to charge a fair fee to the consumers? So these are the things that we have worked over the last say five to six quarters and 25 rupees delta that we've made has helped us to get to a revenue per order threshold. Now if you kind of look at what does the journey mean from here on, right? So we've got roughly 1.7x scale from where we were from 5.5 to zero to get to EBITDA break-even. We need to move another 2.5 times, right? So in our shareholder letter we had shared this that currently from a net order value run rate of roughly say 24,000 crores we need to get to between 55 to 60,000 crores in terms of a run rate net order value business. Now that with a 30 rupees order contribution margin per order gets us to EBITDA positive territory, right? So the first part of the journey, if you almost think of it as two halves that we've done, the 28 rupees that got us to CM positive, the next 30 rupees will land us to EBITDA positive territory. Out of this 30 rupees, now it's going to be a 2 is to 1 ratio from revenue to cost because from here on having built out the network in terms of the size of the network, the reach that we got to, we don't have to now expand the network more than we need to, which means that the growth densification is going to happen by growth and not by newer coverage areas, which means that operating leverage will start to be seen in our revenue, in our contribution margin numbers going forward. So you should expect 10 out of the 30 rupees delta to come from what I call operating leverage, largely from better throughput per store which is store utilization, also some parts from the semi-variable cost that exists on our network whether it's your middle mile, whether it's your warehousing cost, etc. With scale, the operating leverage starts to meaningfully show up from here on. Of course, there is still room for us to continue on the monetization journey. We've talked about how advertising is a key determinant of how ultimately platform economics will get stabilized. So we are midway in the journey. We see a lot of ability to grow. There's also some bit of brand monetization left which will help us to get to this threshold.
From here on, of course, that's just EBITDA profitability. We need to get to the steady state guidance of 4 to 5% that we have talked about. And that again, a large part of that will again keep coming from operating leverage. These platform businesses, once they are getting to the positive territory, there's a lot of operating leverage which you've also seen in our food delivery business by the way, and I'm going to talk about that a little later. But clearly, we have a pathway well established that the path, the stage number one is really about EBITDA profitability that will happen roughly 2.5x scale from here on and from there on the EBITDA steady state journey. So in summary, we have a clear and unique proposition for the consumers to choose Instamart over any other platform. A strong operating foundation right with all the consumer metrics that you saw, we are continuously making improvements on those and at the back of that the consumer love through retention and better frequency is something that is starting to show up. Our consumers are staying longer with us. You saw the month retention numbers on their way up journey. They are shopping more with us which is clearly demonstrated by our GOV per order increase that we have seen and also something that we will continue to see. And clearly the EBITDA goal. So these are the takeaways of the quick commerce. I think more consumers, more number of times, larger baskets getting to us 2.5x scale and we are EBITDA home and from there on the journey to steady state EBITDA begins.
Okay. So with this, I end the quick commerce section and we'll quickly move to the last section of the day which is bringing it all together. Thank you very much for the patient listening in. There was a lot that we have talked about across all the three businesses, the various strategies, the various, both the point of departure as well as point of arrival. And what I'll try to do over the next 20 to 30 minutes is to bring it all together in terms of what is really we are here for, right? Why Swiggy, why we remain a structural investment case for every investor out there. We talked about unlocking hyperlocal commerce at scale. So if you look at the number of use cases that we are currently a part of, our everyday journeys, right from the core food delivery business to dining out to the quick commerce, we are at the intersection of where India is engaging and shopping and a large part of that is something that we can continue to appropriate in the choices of the businesses that we have. We have a demonstrated track record of execution and I'll quickly show you what does that look like for a platform business. Incubating and harvesting new convenience use cases, whether it is through understanding the need state, continuing to build towards that to be able to build the platform of choice and love. Of course, partnering towards win-win outcomes across the ecosystem. I mean, in some cases where we operate as a marketplace, there are multiple stakeholders that we continue to support and some of those stories that we saw, it's very important for us to be able to take all these stakeholders together in our journey.
Sriharsha Majety 2:23:48 ↗
from here on. So just a quick snapshot of how the last five to six years have gone. I didn't take FY21 because that was a COVID impacted year. So FY20, if you see over the last six years, we've grown at a CAGR of 32%. So from a 13,000 crore gross order value business across the three businesses where it was only food delivery, today food delivery is 50% and the other two 50% being by the auto firm and the quick commerce business. We have scaled to 68,000 crores, that's a 32% CAGR growth. If you look at our adjusted EBITDA margin from a negative 30% down to 4.2% and further down to negative 3.6% in the previous quarter that we have just reported the results.
Now at the heart of it is really these long-term consumer cohorts and the retention numbers there. So if you look at this chart, we had shared this in our IPO document. This is something that we continue to see. If you see from the year of acquisition and across the years, if you look at the numbers year five, year four, people are starting to transact 2x to 2.5x as they enter year three, four, five and continue to compound on that, which means the same set of users are retaining with us, are continuing to spend more and increase their frequency. And that is why we have the confidence to be able to also predict some of these outcomes of our business in terms of numericals and the financial numbers.
Now we talked about what does the platform business and what does turnaround mean. And this is a snapshot of what the food delivery business did over the same period of time. So if you look at the chart on the right, from a negative 3,000 crore business to actually delivered 1,000 crore in a period of six years. And even if you look at the period of last three years, a 2,000 crore delta movement, which demonstrates that platform businesses, the initial period of scale, the investment when it ultimately comes down to harvesting the traction, can be really, really fast. And that is something that we have demonstrated in this business and that is why the track record of having built pure play consumer technology business in the country. So that's what it looks like.
So this is the profit engine that we have. We've met and exceeded guidance since listing. So if you look at the quarter 1 FY25, this was the quarter that we took our numbers during our IPO. So since then the business has compounded and you heard us talk about 18 to 20% annual growth. So this business has actually met and exceeded that. So we've hit 39% growth over this quarter but more importantly also quadrupled our operating margin. So from 80 basis points to 3.1%, that's the kind of delta improvement in operating margin that we've done. So hitting the ball out of the park in terms of being able to meet and exceed our guidance in what we call the profit engine of this business.
Now what drives this? I think it's very important sometimes in the larger scheme of things we kind of take a step back and say why is this attractive, what is the investment case to be able to remain invested or vested in this business. So you've seen very high operating leverage in the business just over the last two years, 110 basis points. So all that improvement that you saw in EBITDA, this was us, this was not us trying to monetize more and more from consumers or restaurant partners. If you look at our consumer side of monetization, it has actually remained flat or slightly down over the last couple of years. So a lot of our business today comes through the back of the Swiggy One program or free deliveries, which means we've been able to grow not by just monetizing but by showing real operating leverage, which is 110 basis points in that business over the last couple of years.
Now the second one is negative working capital and I'll just talk to you about the scale of that. We've guided about us being able to hit 1 lakh crore plus GOV in this business. 2,000 crores is permanent negative working capital free cash flow that gets remained in the business which can continue to compound in terms of the treasury returns. Now very few probably businesses have a texture of near zero fixed capital and I say near zero because we do have some fixed capital like the laptops that we give to our employees and that's the only fixed investment in this business. So a near zero capex gives you an infinite ROCE. Negative working capital as I said, 2%, so even at the current scale 800 crores sits with us in terms of permanent negative working capital. And this is structural, this is us not delaying payments or holding back, this is just the nature of the collection and the payment cycle that exists in the industry. So I think this is something that probably does not get talked often and I thought it's important for all of us to kind of come on the same page in terms of the attractiveness of this business segment.
Moving on, what I call the growth driver of our business is the quick commerce one. 190% growth over the last two years and more importantly contribution margin breaking even. And we've seen this. Now let me take some time to explain this chart, very important again that all of you have seen the investment heavy nature of this business in terms of the initial investments that go in, but what is it going towards? I think let's kind of go through every line item here, what is the capex per store. And I've taken a couple of ranges here to kind of give you a sense of where we are headed. What are the ranges we are playing in in terms of each of this operational financial line.
So roughly 2.2 crore to 2.5 crore. Now this includes not only the dark store investment but also the warehousing investment that powers these dark stores from a replenishment basis. So that's the kind of range of capex per store we're talking of. In terms of working capital, we believe that 12 to 15 days is something that we can achieve in this business. Today we are on the higher side. So there is some bit of efficiency that you will see in the next coming few quarters on this line. But we do believe that 12 to 15 days is the range that we can operate this business easily with.
In terms of the net order value per store, again I know the steady state guidance here, by the way here steady state does not mean that the business itself has to get to steady state. Every store on its own can get to these metrics and some stores are already there, to give you the confidence because obviously this is a function of the utilization of the store. So any store which is hitting about say 2,000 orders or 2,500 orders a day are already hitting these numbers in terms of say the range of 42 to 48 crores. Asset turns, now ultimately this is the capital invested, this is 10 to 12 times and all of you in the room are well versed that what does high asset turns in a business like this does, it shoots up your ROCE. So even if I take the two ranges in terms of the capital investment choices, we can still comfortably look at 10.5 to 12 times asset turns in this business.
Our EBITDA guidance in the range of 4 to 4.5%, the EBIT margin in the range of 3.3 to 3.8%, ultimately lands us at anywhere between 35 to 45%. Now this ROCE is probably already at 2x than say another offline player in the market in the retail business. So this is the attractiveness of this business.
I think the first biggest opportunity remains around the large TAM. We saw these large numbers, $1 trillion, quick commerce getting to only 65 to 70 billion in five years. It's only the first quarter of a four quarter match that has been played out. The rest three quarters are still up for grabs and we find ourselves at a very good place to be able to appropriate a lot of that share. So today commerce industry is roughly say give or take 15 billion and if it has the potential to get to 65 to 70, you can imagine how large of an opportunity there is for us and we are taking a shot at being able to get a large part of that growth.
We talked about the very high asset turns in the business, 2x of similar businesses existing out there. So that makes it a very good investment case. Initial high capital intensity, and you saw some of the food delivery business, by the way food delivery business a lot of that investment was just pure opex. So here there's a lot of capex that goes, there's a lot of unabsorbed capacity cost that gets invested in the business upstream. So there could have been a way of the world where we could have grown say 20, 30 or 40% as an industry and being able to outlay this cost over say three or four years which has now got fronted in the last six to eight quarters for us. So I think what gets lost is again a lot of these operating expenses sits in our P&L, we do not capitalize any of that and therefore from an overall initial investment it looks like a large intense one but again we have seen how the steady state metrics start to play out. A lot of the numbers that we talked about in terms of consumer choices, in terms of scale, the monetization once they start meaningfully playing out then we are sitting on a gold mine of an opportunity to be able to build from here.
Okay. I think a lot of my conversations in the breaks was also about Dineout saying we didn't know how large an opportunity that is. I think some of us are avid users of Dineout. Some of us absolutely don't even know whether Dineout exists. Today hopefully all of us know what Dineout is, are going to now start using every single one of us. We obviously have a lot of use cases around that. That's the quiet compounder, right? Over the last couple of years you have seen that business not only grow handsomely but also become profitable and we are putting our stake to be able to deliver the thousand crores that we talked about. Again in terms of the attractiveness, a high pass-through revenue. See one of the beauty of this business is there is hardly any fulfillment cost, right? So it goes through a digital pipe, the only variable cost that exists is payment gateway costs and thanks to UPI, we've obviously been able to get that to a very, very tiny number. So outside of that these are what I call digital pass-through revenues, which means whatever you earn can actually fall into your contribution margin and therefore the EBITDA margin. So very unique in terms of its revenue to pass-through EBITDA profile. Again similar to the food delivery business this has similar cycles. So negative working capital roughly again 2%. And infinite ROCE considering there is no fixed capital again. So these are the reasons why each of our businesses that we have invested in, we are looking at scale to be able to finally deliver this.
So this is our sum of parts of the entirety of the business. So we are looking at each one of them, food delivery from the current run rate of 35,000 crores getting to comfortably between 2.5 to 3.5x, so one lakh plus, getting to roughly say 5% in the core business that we've talked about. So that's kind of clearly insight that should meaningfully give us a 5,000 crore EBITDA in the timeline that we have spoken about. In the quick commerce business, again, huge opportunity. We talked about the 1.5 lakh crore, by this timeline we are still not assuming that we will get to steady state. So there is a certain amount of inflection that would still be required for us to be able to get to steady state. So therefore at the same time you can expect from the size of the opportunity that roughly 4,000 crores can be put as a goal for our FY31 goals. On out of home, we talked about the opportunity, all the digital menus, the offline opportunity, the Gen Z opportunity, clearly this will remain a compounder, hopefully not a silent one anymore. It should start appearing meaningfully in all the sum of parts exercises that we all do, which because meaningfully it can add to a thousand crores which is what today's food delivery run rate is. So yeah, so that's the kind of trajectory from a 3.7% negative in FY26 getting to a positive roughly 4%, zip code of 2.5 lakh crore value giving us 10,000 crores in terms of adjusted EBITDA.
Yeah. And yes, we all love this final number that we have, what's the final earnings per share? So from a negative 17 rupees, putting our stake to be able to meaningfully move it to the 30 to 33 rupees. So that's the specific guidance on our earnings per share as a result of the earnings that we just discussed.
Okay. Moving to something which is very close to my personal KPI which was really making us a domestic majority company. So as you know we have two large foreign shareholders who haven't sold a single share since listing. That made the job even tougher but I think thanks to a lot of domestic institutional support in a very quick time, we were able to change our overall nature of holding in the company. And as all of you know, our stated intent is to become an Indian owned and controlled company that unlocks the opportunity of being able to carry inventory on your balance sheet and gives you a lot more operational flexibility along with the monetization gains that you can get from that opportunity. So what has happened since our listing where say the domestic shareholding was roughly 21%, as of this is as of 2nd August we hit 50.5% mark which is the magic number that we're also looking to also cap our foreign shareholding to 49.5% which is the other side of the equation.
Now if you look at the texture of how this shareholding has changed and if you take the top five MFs, this was just pre QIP, so QIP we did it in December of 2025, the top five holding went up from 7% to close to 17%. Right. And that's really changed the nature of the shareholding in the business. So thanks to all the support that we've been continuously getting from our domestic base.
The path to IOCC status, again since we have shared this and again kind of recapping what are the timelines and what is the process and the steps to be able to get that. So as of 1st of July we were able to cross that domestic 50% and I just shared the latest numbers as of last week, we hit 50.49%. The board has approved the capping of foreign shareholding to 49.5%. So that happened in the 23rd of July board meeting. This is going to come up for a shareholding vote at the time of our AGM. So our AGM is on the 18th of August. So that is the time when the window opens for voting. So if we are able to get our shareholders vote in favor of this resolution we expect to transition to the inventory model in the next two to four quarters, right? So the transitionary period, so a lot of work, preparatory work we have done. You may have also seen that we have subsidiarized the Instamart business in a separate company so all of that was in preparation for us to be able to move the operating model to the inventory-led.
Just to recap in terms of the financial savings that we are expecting, roughly 70 to 80 basis points on EBITDA, that's roughly say five rupees an order, so that's something we can bank in. So a lot of those numbers that I showed you in the previous slides did not consider that because as you know it is still subject to shareholder approval. Now if you are able to get that, that adds to the journey itself in terms of our profitability but something that we can probably over the next two to three weeks be able to confidently talk about.
So in summary folks, delivering profitable growth is kind of everything that we live by, everything that we have talked about today. Growth at scale, we are a high growth company. You have seen the CAGR growth of 32%. We continue to be committed to be able to grow at that pace even over the next five years. Expanding profitability, 10,000 crores again want to leave that number with you. And more importantly a very strong and resilient balance sheet to take care of any opportunities that exists in the market whether it's our ability to conserve that just as defensive capital or be able to use that as offensive capital, those are the choices and very few probably companies have the ability to do that. So thanks to all of your support we've been able to build a very resilient, strong balance sheet, 14,500 crores in the bank, zero debt. So some of these businesses as they look, wherever there are fixed capex heavy, there's also the possibility for us to leverage balance sheet but we are choosing to not do that as of now considering the runway that we have in terms of getting to positive cash flows on those businesses.
So that's it from our side. What we will do next is just have a short coffee break. I'm sure we'll need that and we'll come back for a Q&A session. I request all of you to stay back. It's going to be engaging. I urge all of you to ask any doubts that you may have. We'll have the management team on the stage to be able to answer any of the questions that you may have. Thank you very much and let's have the coffee now.
We'll start the question answer session now. And fastest finger first. Sachin raised his hand expecting that it's going to be a show of hand. So yeah, let's go Sachin.
Sachin 2:42:34 ↗
Yes.
Yeah. Yeah. I know we'll wait for the mic. There'll be someone.
Sachin 2:42:47 ↗
Thanks so much.
Hey, thanks management, very articulate in terms of presentation and giving us details. I have three questions. First question, Rahul, generally wanted to double click on the guidance and try to understand a bit better in terms of how you guys are thinking. So if we talk about 1.5 lakh crore kind of a GMV by FY31, what are the controllable levers? Is it store additions and hence more stores? Is it an increase in AOV? Are we talking about an increase in frequency? So would be great if you could help double click on that and what kind of a dark store should we expect by FY31 and what kind of presence in number of cities.
Sriharsha Majety 2:43:31 ↗
Sure. Yeah. So I think overall if you kind of look at what does the steady state capacity can be of a dark store, you saw the range of 42 to 48 crores, right? Now that's what we call an optimal stage. Obviously some stores can do more than that but on average what you would want to do is take a midpoint of that, say roughly 45 crores per store. So if you do the math at one lakh you would need a little more than 2,200 dark stores but you also will operate at 70 to 75% capacity because you also have to manage the upcoming growth before you can plant in more stores. So from an overall store guidance perspective, I think it's really a fallacy to say hey just number of stores will get you more growth. I think over the last year hopefully we have demonstrated that we've added probably very few stores, less than 100 over the last four-five quarters, still being able to grow anywhere between that 40 to 60% that you saw. So really store addition is going to be a factor of growth and densification at the hyper local zip code and not necessarily just by adding more cities or coverage. Currently we are at 130 cities. Right now we don't, at least in the short term, we're not adding cities. At the same time five year is a long period. We are also seeing how some of the newer cities which say competition may have entered between cities number 130 to 200, 300, how are they performing and possibly we will add a few of them. So we are not averse to adding more cities but right now the focus is to be able to grow at the back of the existing network. You have seen some of our numbers that we talk about, roughly 40% is our capacity utilization right now. So if you look at the overall square footage and the speed of the network which is already benchmarked to where some of the best competition is out there. So we feel comfortable about our ability to manage the incoming growth and store addition will therefore come at the back of some hyperlocal growth and stores maxing out on capacity.
Sachin 2:45:32 ↗
And this 4,000 EBITDA is pretty ambitious in terms of the way I look at it. The roadmap from here to FY31, are there certain data points we need to look which gives us a bit more comfort that you are out there? For example is the implied guidance that maybe two years down the line or eight quarters from now you'll be close to a breakeven and then things should move on?
Sriharsha Majety 2:45:55 ↗
Absolutely right, there is an implied guidance. We are not boxing ourselves by giving you a quarter because you can also give us some probably long rope on that considering all the competition is out there, the flavor nature is still very intense. Now there could be tailwinds which mean that we can fast track our growth and therefore we'll get there faster but in terms of the milestone itself that's very clear because there is a certain amount of fixed cost which includes the marketing spending that we do and you've seen the last TAM that exists so I don't think we are kind of aiming to reduce that spending. So at or around the similar fixed cost spending maybe slightly higher and being able to get to that 55 to 60,000 crore net order value which in effect means that we should be anywhere between 25 to 30 crore orders per quarter from roughly 11.5 that we are now and at 30 rupees an order. So that gets you comfortably at the EBITDA trajectory. Now whether it happens in 6, 8, 10 quarters is really in terms of the growth rate that we can see. Some of it, there could be tailwinds. I think any headwind is already accounted for. So we have done the hard yards. We talked about it the last two to three quarters, we have culled the users who were unprofitable. We've culled the orders that were unprofitable. We've got to a portfolio overall at a zero or getting to comfortably at a zero CM and from here on our stance would be to accelerate growth. And some of it we shared the data points that in the month of July for instance we've added more orders than the previous six months because we were in the transition journey of being able to get to a place of safety on the overall profile of these users. So yeah, so the idea would be to accelerate, we'll take tailwinds along the way. At the same time, we are not assuming that the market will become a little more rational etc. If the rationality comes, we can accelerate that journey to that 55 to 60,000 crore, otherwise there will be the natural kind of gravity at which we would like to take that.
Sachin 2:47:58 ↗
Got it. And my second and third question are more on the quick commerce strategy. Harsha, you did indicate that seven to eight players in the market and there's hardly any differentiation but you guys are looking to differentiate. So the way we look at it is if you're indeed focusing more towards premiumization and affluent users, you already see for example Blinkit being present at that space. So when we think about Instamart, should we think about a more premium affluent user plus a bit more focus towards let's say private labels where eventually Nourish and Nectar will become more like a 30 to 40% of GMV. Is that the way we should think about where Instamart goes by FY31? And third question more a continuation of second is Nandita did talk about exclusive partnership with brands. So the question out here is what stops a brand from doing similar partnership with other QC platforms if there is a product market fit, unless for example it's more like that holy grail where you have a licensing agreement, is there something which is specific from exclusivity which just stops them only from working with Swiggy?
Rohit Kapoor 2:49:06 ↗
So the first one, right, I'm glad you asked because sometimes people do assume that the strategy that we're going after is a premiumization strategy. Actually if you go back to the first part of the presentation where I talked about the top pyramid and bottom pyramid in the food delivery business, I can help you easily visualize saying Toppy helps us acquire the bottom part of the pyramid. But our genuine belief is that when you talk about great quality at great prices, you're technically not alienating. The Nourish pricing is not your premium grocery pricing. We're not trying to say we'll get you the 300 rupees apple that has been grown in a different part of the world. We're actually saying that we're going to get you the best quality apple at compelling prices. Now that even if you look at Nourish, we have a lot of users in this room who have used Nourish and love it. They are premium users but they're not coming to Nourish because it's premium. They're saying it's good quality, I come for it. At the same time, even if I were to look at the bottom part of the pyramid and some users, a lot of them are looking for an upgrade but are not able to do it today. But with Nourish, I don't think Nourish picks between only premium, the pricing is close enough to the alternative that we hope that enough of these users will also find the trade more compelling than before. So the sense is that just being able to do this is actually going to be able to get meaningful engagement across a wider audience. If you think about a Lenskart, maybe simplified, I use a Lenskart but I'm sure few hundred other million users use Lenskart. I think the proposition is quality at, I'm not going per se for this thing but the proposition works on a broader spectrum. Like different ways that consumers do like an IKEA or a Decathlon in verticalized ways, you have people who are not choosing only premium of this thing. So in retail there is this possibility that when you go for this you are able to go after a wider audience. I'll give you another example that it's not like there is an exact comparable to what we're going for. Maybe amongst the closer ones would be like a Costco. Costco is all about great quality again at great prices but their audience is actually a lot more affluent than not unlike an Aldi user or let's say they are also not only Whole Foods kind of user. It goes after a wider audience because turns out a lot of people more than we think appreciate great quality at great prices. That is the.
Sachin 2:51:39 ↗
So more a private label strategy is that?
Rohit Kapoor 2:51:41 ↗
Not really. Not really. If you look at the examples in the partner as well it is the same. So it's not that whenever we build it is going to be price-led and whenever we partner it's not going to be price. The strategy, the switch we think that ultimately we have a meaningful enough bar for switch. If only 2% of the category users move to Protein Atta that's not a real switch. That's like just a namkeen switch. So we have to make sure that whenever we're introducing a better proposition unless it makes a meaningful dent in the category overall it is not a real switch and for that to happen the value proposition which is the combination of the incremental quality that it offers and the price needs to come together. So the protein was sold quite competitively compared to, it wasn't lower but it is high enough yet low enough to make sure that we're able to get the dent in the subcat.
Sachin 2:52:32 ↗
And my last question here.
Sriharsha Majety 2:52:35 ↗
I can take some of.
Rohit Kapoor 2:52:40 ↗
Okay, sorry what was the question on exclusive tops?
Sachin 2:52:45 ↗
Yeah.
Rohit Kapoor 2:52:46 ↗
No I think look, I think everyone can partner with everyone on these things but some companies just are a lot more in it in terms of the culture that they have in the company. Now I think there is a merchandising culture which is maybe slightly different from let's say just get all the good brands, all the assortment, let's sort out that. I think the way that let's say the Instamart category manager observes consumer data and engages with the partner to deeply get these insights and then build on it is a cultural thing. I think all of us are just deeply so obsessed with it that you can't just come and take it. Technically you can ask, anyone else can make a Nourish. I don't see anyone else who's made a Nourish. Why has that happened? I just think that we have a much more hot steaming passion than our peers about going after this vision. We're so obsessed with it that we just want to make sure everything in the business starts tuning towards making this happen. And of course others can try but I think they need to be consistent and need to make this as a choice. We're making some choices. So when we do this we'll not do three other things and over time doing that consistently is what shows up to the consumer.
Sriharsha Majety 2:53:57 ↗
All right. Thank you. I think the engine that you build as you do this is very difficult to replicate. So it's not just one example but it's the engine which is built out of that passion and the culture that you built around it.
Rohit Kapoor 2:54:07 ↗
Sure. Thank you. And I also, I mean we talked about this being an innovation thing but there comes a point after which this is how you do things. Like the first few times you can call it innovation but I don't think in Costco when they launch a new SKU or in Trader's they call it innovation. That is just how they're working towards. Every category manager has their own mission saying what am I going to do for my consumer that is differential and will get them excited and it stops being innovation and starts being a way of life and we are on that journey.
Pratik 2:54:39 ↗
Hi this is, can I go ahead with my question? Hi this is Pratik from HSBC. Hi Harsha and everybody, I've got couple of questions on quick commerce. So first again doubling down on what the previous person was asking, I just wanted to understand on Nourish and Switch as core differentiators. When you use Switch, do you guys think that brands could come and ask you as well? Like could there be any retaliation from brands because in a way you are asking the brands to kind of switch from their product to a healthy or another choice. Does it happen only in ITC's Aashirvaad versus ITC's Right Shift or does it happen with everybody? That was one question. You want to answer then I'll ask.
Rohit Kapoor 2:55:30 ↗
Yeah. I think that naturally the least path of resistance is there are many D2C challenger brands that are hungry to go after these new openings because they are also looking for a new wedge to get into the market. But with larger brands I think there is a spectrum of excitability. For example, the Aashirvaad example, they've been the furthest ahead amongst let's say the very large organizations in being able to come do some of these things. They're already starting to get into a lot more freshly milled atta. And with Right Shift, they're taking more deliberate steps. But it really is a spectrum. I think for every brand, there's probably a certain scale after which they can't ignore it anymore. That spectrum just happens to be that way. Maybe an ITC is just a lot more responsive and saying, let's go do it. And an Amul there is a new threshold, with our other large brand there's a new threshold. I think that's how because the first few times they are going to look and some brands may say that we've done these things in the past but hasn't worked and then let's say if we demonstrate a couple of examples with some other brands immediately they're like okay that moved big so how do we become a part of this. That is the conversation that typically flows with the brand. Sometimes when we launch something with a brand it could be after six times of being said no till they see some irrefutable facts that just make them compelled to try it out with us.
Pratik 2:56:51 ↗
Yeah. And just thinking about that so when we look at Nourish, when we think about it we think that it's a niche that you have right but then when we look at your guidance, you guys want to touch about a lakh NOV which is similar to what Blinkit is also targeting, maybe they're targeting a little bit earlier. So then the confusion is that when the differentiation is around niche and then the targets around very agnostic, you have to. So the way we look at Swiggy, Swiggy always being able to get extra 1% or 2% growth by subsegmentation of the market. So Nourish, do you look at just from that perspective or it's going to drive the similar growth or to the scale that Blinkit will also achieve?
Rohit Kapoor 2:57:38 ↗
I have mixed feelings about the question. I'm glad that you're finding it premium and niche but honestly Nourish is anything but niche. It has that premium feel and it gives me a good feeling that we've been able to set it up well as a brand but I think one the question that needs to be asked is what is the market for incredible quality paneer at only 10% higher price than regular paneer. I don't think that is niche and we're not going after a niche market. I know there are players taking a lot more niche and exclusionary routes saying we will not even sell a Coke, we'll not even sell this thing. I don't think that is where we are playing. Firmly want to go after the largest categories of consumption in the country and actually significantly penetrate and expand in those because I think the aspiration trade is very real and if great quality comes at prices that are not too much of a pinch it will expand and it will expand even more than the traditional way that we look at quick commerce today. So I don't see it as a niche play. If I truly saw it as a niche, we wouldn't be presenting the numbers that we did. If I didn't see the penetration that Nourish has wherever it's been available for long enough, I wouldn't even take a stab at the numbers that we did. So we're not trying to take a niche play and try to make something ultra large out of it. I genuinely believe that great quality at great price is larger than great quality at high price.
Sriharsha Majety 2:59:08 ↗
And just to add on that question, what does Nourish really do to us as a platform. I think and that's a conversation Harsha has with the business head for instance that this is not about the size of the business that you can build but how much more retention and frequency delta that you give to the platform users because we would be doing a disservice if you end up building just a large FMCG brand and not really make the turbo change in the retention and frequency of the platform users. So that's the real job to be done of a brand like Nourish or say Nectar. So for us it's not about the size. Of course the size is very attractive. The margin is attractive but more importantly what does it give back to the platform. That is the real alpha that we are really holding the business teams accountable for.
Pratik 2:59:55 ↗
All right. And the last one is again on the quick commerce guidance. So you guys are probably about a third of Blinkit size today. Targets are about two years out but very similar size as Blinkit. So if you look at from a growth rate perspective it's similar or higher from here on versus Blinkit. So what I wanted to check was when do you guys hit that growth rate as them? Do you think the flywheel is now that you're catching up or the flywheel probably you need to do little more to catch that flywheel?
Sriharsha Majety 3:00:30 ↗
No I think see we have done the hard yards in terms of, see there was a starting point delta I think we can all acknowledge in terms of and we've talked about our journey from the days of building a 7-Eleven to where we are. I think it's been a very steep learning curve for us. I think there's been a competition starting point which has been different and they have executed the back of that. So for us I think really it's looking inwards and saying hey have we built the muscle to be able to now start getting the customer love and frequency delta in terms of the speed of the network, in terms of the selection. I think more importantly what do we stand for as a platform, why should consumers come to us when there are seven other platforms. I think that part has been made very clear like we have made some choices in terms of what our strategy is and therefore you should expect that the convergence in terms of growth rates etc should start happening. And some of it you saw some sneak preview of what does for example this quarter look like, in the month of July we've added more orders than the six months cumulative up to July. So these are some reasons why we feel very excited about the growth opportunity from here on and obviously scale in this business delivers a lot more operating leverage as you have seen and something that we have guided for. So yes it's just a matter of time. I think the question of if, when and not if is what probably where the change of the narration will happen.
Audience Member 3:01:59 ↗
Yeah. Hi. Hi Harsha and Rahul, just one thing. I mean the pivot to Nourish and Nectar and Costco model which you spoke about is interesting to know but Costco makes lot of profit from the membership. Just to ask the question on the inventory turns and the inventory, how will you manage the inventory because the biggest thing in a private label strategy while the profit pool may be higher is to manage the inventory because if you do 38 categories with 400 SKU and you partnership with brands, managing this kind of inventory at the scale which you're talking about will be difficult. What's your thought process here and also will you look to charge membership fee? I mean too early to call it out, you're doing Swiggy HDFC card, anything any thoughts on those lines?
Rohit Kapoor 3:02:48 ↗
Second one I'll build on the second one. I think that's why I was cautious enough to say the closest model that exists is a Costco globally but it is not a Costco. Costco is a 4,000 SKU business. Costco is also a stockup oriented retailer. So there are multiple differences about India and the opportunity we're going after. We are not going after a stockup only business by any stretch. So the business model configuration is going to follow the market that exists today. We're not trying to change the base paradigms of quick commerce and say now we're going to become stockup or anything. I think the consumer is making hybrid carts. There is some stock up, there is some top up. All of these are parts of it and yeah, it's really to, we do have a membership program today. Could that be repurposed into something else as we get more and more answers? Who knows?
Sriharsha Majety 3:03:40 ↗
Your question on managing inventory etc. Right. I think that's really part of the business that we are running already right now. There's a starting point in terms of our ability to manage it better. How do you build replication models not only on the private brand but also working with your brand partners and continue to chip away at efficiencies. So as I had mentioned today we do find ourselves at a higher inventory number of days than probably what we should be having but that also has a little bit of learning curve in terms of how large the assortment went, how quickly, working on models with the brand partners. There are models like sale or return, there are models where on approval etc. So those are the transition that's starting to happen. So we see a lot of efficiency that we can unlock and even as we move to the IOCC and if you were to own inventory on our books we see being able to demonstrate a lot of that efficiency. So it's really about building your supply chain network on a replenishment model whether it is your private brand or working with the brands.
Audience Member 3:04:39 ↗
Yeah. Hi. My first question is on the food delivery business. If I look at the guidance that you've given out for both the revenue or the GMV as well as the EBITDA, they seem to be additive as far as the revenue part is concerned from Toppy, right? You've said it can add a 5 to 10% incremental growth rate. However the EBITDA line also seems to be growing very linearly to get you to that 5,000 crore EBITDA target. So are you trying to say that Toppy will have absolutely no margin impact or are you trying to say that it's going to be just a little backend?
Sriharsha Majety 3:05:21 ↗
Yeah, that's the way I can take that. See we have talked about 5% being like a steady state number but at the same time all of us will acknowledge that there is also margin beyond that because the business as it continues to grow as the 18-20 zip code will continue to have operating leverage. So for the last two years you saw 110 basis points maybe that gets down to maybe 40 bips or maybe 35 bips but that's the additional margin even beyond the 5%. Now it's a combination of our affordability initiatives whether it is 99 store or whether it is Toppy, you should think of that being the driver for that incremental growth. Like we've talked about 18 to 20 being on the core food marketplace and the additive is going to come from some of these affordable initiatives. And at the same time if you look at the margin structures, those affordable initiatives will have a lower EBITDA profile. Now if I were to take an educated guess as we are building the overall model maybe that would be more like 2.5, 3%. Because a lot of that contribution again will fall into EBITDA unlike where we have the core overheads that sits below in the food delivery business today. So because we are building on an existing chassis where a lot of that fixed manpower, a lot of that technology cost etc are already being leveraged by the existing business, for us that becomes like a delta on top and a lot of the CM can flow into EBITDA. So there could be some bit of margin dilution but the size of the profit pool is very attractive.
Audience Member 3:06:50 ↗
So that 5,000 crores is not at one lakh crore. We have actually said that we will grow on top of that. Now whether it is at 120 becoming at 4% or 4.2% or 125 at 4% etc. So those are the things that we will know as we unlock this opportunity.
And any sense on what Flipkart wants to do? What are you picking up from the market?
Sriharsha Majety 3:07:14 ↗
I've read they're launching next week, right? That's all we know. Yeah.
Audience Member 3:07:21 ↗
All right. Maybe last question. This is more from an Instamart perspective. You did talk about a 30 rupee improvement in overall economics with 20 rupees being driven by revenue monetization. What is the ad monetization you're doing today? And what kind of target do you have there? And any specific tools from a technology perspective that you think are going to help this monetization. Thank you.
Sriharsha Majety 3:07:49 ↗
Yeah, I'll talk about the 4% and I think Nandita is the expert in the room in terms of how to get ad dollars. So I'll leave that second question to her. But in terms of where we are in the journey, I think we are roughly in that zip code of say 4% today in ads and at least industry standards suggest that 7-8% is absolutely table stakes in this business and we hope to get there and Nandita will help us tell how we'll get there.
I think just from the basic principles of how do we increase the take rate that we have in terms of our CPMs etc. How do we dynamically price it? How do we do personalization in terms of ad monetization? I think using technology to be able to do that. I think building differentiated assortment is actually also the aim of a lot of companies that are there and how do we build monetization as we are building differentiated assortment with them. So I think how do we do more personalization and dynamic monetization through better CPMs etc. How do we do better monetization as we build differentiated assortment of products? And I think as we grow the pie where we work very closely with different brands for their, you know, there could be different penetration challenges that brands have, there could be different consumption challenges that brands have. I think parts of the world are to really work deeply with some of these brands to be able to build their agenda and therefore build higher monetization on top of that. So I would say these are the three things that would help in monetization as we go ahead.
TJ Tish 3:09:26 ↗
Hi, TJ Tish from a vendor spark. Harsha, you very graphically and very categorically explained that how quick commerce as a size of opportunity has surprised you over last many years. And as an industry all the players actually initially went on carpet bombing in terms of value proposition. Now in last two years we are seeing that players are kind of defining their value proposition more sharply. Now we are also kind of defining our value proposition. So does it mean that the time that we are seeing all is not addressable now because we are leaving something on the table for others which we don't want to address and hence denominator is not as high as it appears on a total time?
Sriharsha Majety 3:10:11 ↗
The denominator is the size of QC you mean? Yeah actually I think it expands because if everyone is following the same path, I would maybe like it's not a great example but I'll try even in the case of toying right it is essentially food delivery but by thinking about the configuration slightly differently you're able to expand a market while still being in the narrow category of food delivery so I think when I think if there are three four kinds of platforms that are able to speak to and each of them will build their own strong franchise of core consumer and build frequency for them. I do think the market only gets larger overall. If think about like in the US there was only Walmart and like three Walmart look alikes versus let's say there's a Walmart, there's a Costco, there's an Aldi, the market definitely expands because on the Walmart model it is probably hard to serve X segment and if you're going only on the Costco maybe there's a lower income strata that is not going to be able to go you know build their habit enough. So I think the answers aren't going to be very different here. There will be fresh takes, new takes that keep expanding the market. So more variance actually means the market actually growing on quick commerce because you're able to find openings that wouldn't have been addressed easily through the existing paradigms.
TJ Tish 3:11:28 ↗
Sure. And second question, you've also spoke about seven active players being there today and obviously competitive intensity also remains very high and in our channel 6 we are finding that the new players are now even in Mumbai suburbs they are getting dark store at 125 rupees rental per square feet per month type of number which is crazy at least based on somebody who tracks retail. So are you seeing crowding out effect on the base pillar of cost structure which is rentals let's say if you have to open a new store now in Bombay versus what you opened 5 years back do you think that economics will still hold true in both in terms of delivery supply, delivery human capital supply also and then also on the dark side?

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Majety, S. (2026, August 7). Swiggy Capital Markets Day 2026 [Interview transcript]. We Are Swiggy. CEOInterviews.AI. https://ceointerviews.ai/interview/1182642/

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Sriharsha Majety. "Swiggy Capital Markets Day 2026." We Are Swiggy, 7 Aug. 2026. Transcript, CEOInterviews.AI, https://ceointerviews.ai/interview/1182642/.

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@misc{majety2026_1182642,
  author       = {Sriharsha Majety},
  title        = {Swiggy Capital Markets Day 2026},
  howpublished = {Interview transcript, We Are Swiggy. CEOInterviews.AI},
  year         = {2026},
  month        = {aug},
  url          = {https://ceointerviews.ai/interview/1182642/},
  note         = {Speaker-attributed transcript with timestamps}
}