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swiggy: Swiggy to roll out ‘Launchpad’ for students in varsity towns, Retail News, ET Retail

M
UMBAI: In what will help it tap into India’s large student population as a captive customer base, food delivery firm Swiggy is piloting a programme to launch operations in university towns.

The programme titled Launchpad will bring on board students — typically those in the third year of a four year degree — as the campus Swiggy CEO on each campus where it would launch operations. Swiggy is currently running pilots for the Launchpad in universities including Birla Institute of Technology and Science (BITS) Hyderabad, Lovely Professional University in Punjab and Chitkara University, also in Punjab.

The Naspers-backed firm, which has operations in 50 cities, is looking to roll-out the initiative in a full-fledged manner in 400 campuses, starting January.

The campus CEOs will be supervised by Swiggy’s executives who will also assist them in product and operational processes. The student CEOs will bring in domain and geographical know-how and also innovative campaigns to establish full fledged delivery operations in their campus areas.

“We are looking at campuses, given that a macro environment of restaurant supply and large potential user base already exists across a radius that is smaller than that of cities. Thus, with the scale disadvantage taken away, the cost of running the operation is much lower given the volumes generated are large enough,” said Vivek Sunder, chief operating officer at the food delivery firm.

The initiative is expected to cut down cost of launching operations in a new market by up to 50% for Swiggy. This is also because such small cities and towns are usually an extension of the educational hubs, helping Swiggy extend its operational radius beyond the campus to the rest of the areas easily.

On large campuses, the initiative will allow for more than one student to be a part of the programme, running key parts of operations and finance.

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