Startups turn concierges as India’s affluent are ready to pay to have life play to their tune

Currently based in Bengaluru, Mumbai and the NCR region, Swiggy’s Crew offers a wide menu of services: securing hard-to-get restaurant reservations, arranging end-to-end itineraries, organizing birthday parties and gifts, managing airport transfers and even assisting with tasks like Aadhaar updates. Unlike Swiggy’s food and grocery staples, Crew is not designed for speed or frequency. Instead, it targets users willing to pay for judgment, access, and tracking—features traditionally associated with human servants rather than applications.