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Swiggy Launches 'One BLCK' Amidst Growing Competition from Zomato Gold, Zepto Pass 

The three-month program will be available at a price of Rs 299. To add to it, members of One BLCK will further benefit from the existing Swiggy One membership

Swiggy One BLCK

Food delivery giant Swiggy has launched a new invite-only membership program, One BLCK. The intent of the program is to offer benefits to customers such as faster delivery and on-time guarantees for food orders. 

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Further, for dining out, the company will give customers experiences such as complimentary drinks, cocktails, and desserts. The three-month program will be available at a price of Rs 299. To add to it, members of One BLCK will further benefit from the existing Swiggy One membership. This will feature limitless free delivery on Instamart and food delivery, among other things. 

Phani Kishan, co-founder and CGO of Swiggy, said in a statement, “Swiggy One BLCK is the business-class equivalent for our customers—refining the aspects that matter most to premium users: speed, reliability, and personalised care. With this launch, we’re setting a new benchmark for premium memberships in the industry.” 

Now Swiggy’s membership program includes Swiggy One, Swiggy One Lite, and Swiggy One BLCK. Swiggy One was launched in 2021 and offered benefits such as free delivery, up to 30 percent discount, and more. Anuj Rathi, SVP Revenue and Growth at Swiggy, said after the launch, “The newly launched Swiggy One program brings all these convenience offerings under a single membership plan delivering immense financial savings to regular Swiggy users.” The pricing for this plan was also Rs 299 for three months. 

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Soon after this, the company came up with an affordable version of Swiggy One called Swiggy One Lite in 2023. The membership for the same is Rs 99 for three months.

“After a successful B2B launch with leading players, we’re excited to introduce Swiggy One Lite on the Swiggy platform as a pocket-friendly alternative designed to bring value to our customers, especially those yet to experience the unparalleled benefits of the Swiggy One program,” said Anurag Panganamamula, Vice President of Revenue and Growth at Swiggy, in a blog post. 

The food delivery giant’s membership program is coming at a time when the demand for online delivery has been increasing. Its competitors, such as Zomato and Zepto, already have membership plans. Zomato relaunched its loyalty program, Zomato Gold, in January 2023. The subscription plan started at an introductory price of Rs 149 for three months. It provided offers such as free delivery for orders above Rs 199, a coupon of Rs 100 in case an order is delayed, and more.

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Speaking about its Gold program in 2018, Zomato CEO Deepinder Goyal said in a blog post, “And according to our users, Zomato Gold offers ‘great value, and that has continued to be the key proposition driver. Gold is making dining out a lot more affordable than it used to be.” 

To add to it, quick commerce platform Zepto also came up with its loyalty program, Zepto Pass, in February this year. The introductory price for the same was Rs 19 to Rs 39 per month. 

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