Lifestyle Trend: Swiggy Launches ‘Crew’ To Offer Travel & Lifestyle Concierge Service You Should Know

Targeted at the affluent segment, Crew is a personalised concierge app designed to manage a wide range of everyday and special tasks for users

The app is available on Google Play Store and Apple Store. It is currently in beta stage and can be accessed only by invitation

Crew has been built based on the learnings from Swiggy’s experiment with a similar premium concierge service last year, Rare Life

In another move to expand beyond food delivery and quick commerce, Swiggy is piloting a travel and lifestyle concierge service through a new app called ‘Crew’.

Targeted at the affluent segment, Crew is a personalised concierge app designed to manage a wide range of everyday and special tasks for users.

“Life’s too short to juggle endless tasks and complexities. Crew steps in exactly when you’d rather hand something off to someone you trust completely—whether it’s landing an impossible dinner reservation, crafting the perfect anniversary surprise, or effortlessly organising your next vacation,” Crew’s description on Google Play Store reads. It was launched on April 21.

The app is also available on the Apple Store. It is currently in beta stage and can be accessed only by invitation. 

The development was first reported by Entrackr.

Sources told Inc42 that Crew has been built based on the learnings from Swiggy’s experiment with a similar premium concierge service last year, Rare Life.

“Rare Life was never a full-blown offering. Crew has parts of what Rare Life was – travel and lifestyle concierge,” one of the sources said.

Crew offers a range of services like securing international driving licence, finding suitable gifts within a budget, arranging locksmiths, managing laundry, planning overseas vacations, and more.

While there is no clarity on the business model for Crew, Rare Life operated on a subscription basis (around INR 50K for membership), offering exclusive access to live music events, sporting fixtures, and fashion shows.

Inc42 has reached out to Swiggy to seek additional details about Crew. The story will be updated on receiving a response.

Swiggy Expands Its Offerings 

With the move, the foodtech giant is looking to tap the growing concierge and lifestyle management market. However, Swiggy will have to compete with the likes of Indulge Global, RedBeryl, CribLife, Quintessentially India, and more. 

While Swiggy is primarily a consumer services company with a tech-driven model, its foray into the concierge and lifestyle space brings it closer to a domain that demands high-touch and direct experience services – a different ball game altogether.

Leadership will play a crucial role in navigating this shift. One of the sources told Inc42 that the company is yet to finalise who will head this new venture.

Amid rising losses, Swiggy is looking to add a new revenue stream to its business with Crew. Notably, Swiggy is strengthening its out-of-home consumption segment, which includes offerings like Swiggy Dineout and Swiggy Scenes, to increase its revenue.

While Dineout has been around for some time, the company launched Swiggy Scenes in December last year. 

Earlier this year, the company also launched its professional services marketplace app, Pyng. While Swiggy has been actively experimenting with various services, it has also shown a willingness to suspend ventures when needed, such as Swiggy Genie. 

On the financial front, Swiggy operating revenue saw a healthy 45% YoY and 10% QoQ rise 

to INR 4,410 Cr in Q4 FY25 due to quick commerce expansion. However, this also led to the company’s loss surging 95% YoY and 35% QoQ to INR 1,081.2 Cr 

Shares of Swiggy ended today’s trading session 4.2% higher at INR 390.10 apiece on the BSE.