National, 20th May, 2025: Swiggy (Swiggy Ltd, NSE: SWIGGY / BSE: 544285), India’s leading on-demand convenience platform, today announced the launch of ‘Drops’—a first-of-its-kind experience that brings limited-edition, limited quantity, chef-curated dishes for food lovers. This one-of-its-kind experience in the food industry, ‘Drops’ offers exclusive recipes created by some of India’s most iconic food creators and restaurants, available exclusively on Swiggy for a short time and in limited quantities.
The experience has kicked off with renowned chefs and gourmet brands that enjoy cult following, like Le15 Patisserie by Pooja Dhingra, Smash Guys by AB Gupta, Aubree, Ciclo Café, Louis Burger, Good Flippin’s Burgers, TwentySeven Bakehouse, Espressos AnyDay and more—making Swiggy the destination of choice for food lovers.
Each drop is a timed, limited-quantity release. Drops begin with restaurants creating their exclusive recipes of dishes that are not available on a regular basis. Ahead of the ‘drop’, the restaurant brand announces the date and time of the drop on social media handles, directing fans to the Swiggy app to check out the exclusive dishes and book a slot to express their interest. There is also an option of waitlist that comes into play, once all the slots are booked.
As the time of the drop approaches, Swiggy sends a reminder 10 minutes before the drop through push notifications and WhatsApp messages nudging s to get ready to grab the exclusive food item before it is sold out. Since the quantities are limited and orders are on a first-come, first-serve basis, s need to act fast to grab these exclusive dishes. Drops brings a sense of discovery and excitement and gives customers another reason to come back to the app- again and again, to see what’s new in ‘Drops’. It also makes them feel privileged to have access to exclusive dishes that are not available anywhere else.
For restaurant partners, Drops offer a new way to connect with their customers, test new recipes, and drive concentrated demand. It enables them to offer something exclusive or different to their customers, thereby higher levels of engagement and loyalty.
Sidharth Bhakoo, Chief Business Officer, Swiggy Food Marketplace, said, “With the launch of this new feature, Swiggy reinforces its commitment to transforming food delivery from a service into an exciting, culturally relevant experience. Drops is designed for urgency and exclusivity. With Drops, we’re turning food ordering into something exciting, rare, and delicious. It gives our s a chance to try something completely new, created by the chefs and brands they love, and available only on Swiggy. For our restaurant partners, it’s a powerful way to generate buzz, test innovative food recipes, and create lasting connections with their communities in a fresh, memorable way.”
Speaking about the feature, Kishore Kumar, Founder, Aubree said, “Teaming up with Swiggy has been a total game-changer for us. Swiggy has ensured seamless delivery, wider reach, and has been the perfect partner for our flavor packed journey. The ‘Drops’ feature created serious buzz for us as it got people talking, ordering, and sharing. The sense of exclusivity made it an instant crowd favorite. In fact, we saw a 58% increase in orders compared to the same day the previous week. It is because of the boosted in-app visibility that we also captured 50–60% more eyeballs than usual. Thanks to Swiggy, every drop feels like a celebration. Here’s to more flavor, more fun, and more foodie joy. So, what’s next- Bigger, bolder Drops! Think exciting collabs, surprise menus, and limited-time treats. We’re turning up the heat and keeping the excitement alive.”
Added AB Gupta, Co-founder, Smash Guys, “The response for ‘Drops’ was nothing short of phenomenal — we clocked over 100 orders within the first 10 minutes! Customers were clearly excited by the novelty of the format, and it gave them a reason to engage with Smash Guys in a fresh, memorable way. It wasn’t just about ordering food — it became an experience. That connection helped us stand out and build a unique mindshare among our target market. We see a lot of potential in the Drops feature. As Swiggy continues to refine and evolve the product, we are keen to explore it further — especially during new product launches where quick and early buzz are crucial. It’s a great tool to build excitement and loyalty among our core customers.”