Swiggy Bids Farewell to Genie, Refocuses Energy on Core Deliveries and Quick Commerce Race

In a decisive move to streamline its business and sharpen its competitive edge, food and grocery delivery giant Swiggy has officially discontinued its hyperlocal delivery service, Genie. The decision comes as part of a strategic shift toward strengthening core operations such as food delivery and intensifying its presence in the fast-growing quick commerce space through Instamart.

Genie, which once operated in more than 60 cities, was Swiggy’s side venture aimed at serving personal pick-up and drop services, a space shared with players like Uber Package and Porter. The segment had seen a temporary surge due to gaps left by Dunzo, but it never quite bloomed into a profitable pillar for Swiggy. Despite its helpful intent, Genie remained an auxiliary business rather than a core offering.

“Genie was not a primary focus for us,” internal sources reflected, highlighting that although it brought in supplementary revenue, the numbers were far from inspiring. With limited returns and mounting competition across delivery sectors, the company has made the conscious choice to withdraw from this lane.

Recent reports confirmed that Genie had already gone dark across several major metros before the formal closure. While the company refrained from issuing a public comment, it is understood that Manoj Muthu Kumar, who was overseeing Genie as Vice President, will now direct his expertise toward other promising verticals within Swiggy.

This strategic retreat reflects Swiggy’s resolve to double down on segments that promise long-term value. As food delivery continues to anchor its operations, the firm is putting more weight behind Instamart in a bid to outpace rivals like Blinkit and Zepto in the fiercely contested world of quick commerce.

Sometimes, growth requires letting go. For Swiggy, the curtain has fallen on Genie not with regret, but with clarity of purpose—redirecting focus to where the stakes are high, the battles intense, and the future bolder.

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