This Diwali, Swiggy, Zepto, BigBasket in high-stakes strategic showdown

Swiggy and Zepto forced their own eating ready -made snacks and home foundations, while Bigbasket Fresho and BB Royal raise fresh product and staple lines.

Such in -house brands or special labels are usually sold at lower prices, but they contribute to higher revenues, given higher margins. The festival season, which is usually dominated by large ticket purchases, sees that consumers try new brands and pushes the special label both on time and strategically.

Instamart’s snack brand Noice has been rapidly scaled since the launch a few months ago and offers more than 200 products in 13 categories, including desserts, fast bites, bread and fruit juices. Swiggy is trying to promote more regional food like Lonavala Chikki and Himalaya Farm Honey to keep up with gift requests during Dussehra.

Lightsspeed-supported Zepto increases investments and categories for three new home brands-Jai Kashi for the needs of poooja, Vybe and Ahahahaha for party supplies. The fast trade company wants to expand the home care brand Bay6 to meet the demand for home cleaning products in front of Diwali.

“Some of these product series have been released a few weeks ago to test the consumer demand. This year, this year, special labels on household foundations and healthy snack categories are expected to gather well.” He said.

He did not answer the queries of Swiggy and Zepto Mint.

Bigbasket, which is still grown in the field of fast trade, expects the tastes of packaged food brands, Gooddiet and intisetrets to grow in this festival season.

“In Bigbasket, we looked at special labels not only to compete not only to compete in price, but as a way to predict the developing consumer demand,” he said. “At this stage, our urgent priority is to strengthen the rapidly growing impulse and convenience -oriented categories in rapid trade.”

SPECIAL LABEL GAME BOOK

Customers looking for convenience and speed are more oriented to rapid trade applications such as Instamart, Eternal’s Gllinkit, Bigbasket and Zepto for a wide variety of purchases. This includes last -minute gift shopping at festivals such as Dussehra, where traditional retail channels often encounter logistics bottlenecks and excessive crowds.

Private brands won steam in traditional retail. The wide -format retailers such as DMART expand their special brand portfolio beyond staples and foods in the midst of competition from fast trade platforms and stagnant consumer expenditures. Specially tagged brands now occupy 20-30% of the shelf area in certain product categories in DMART OUTLETS, while making 70% of 2024-25 sales in TATA’s Star Bazaar.

O Future Consumer Index (Indian Edition) in a study in May, more than half of the Indian consumers participated in the survey purchased products with specially labeled products and approximately 70% of such brands are increasingly providing better quality products, he said.

Retailers seem to respond to this change, 74% of consumers notice more special label options where they shop, and 70% observe more special label elements positioned at the eye level.

“Consumer behavior has developed in response to traditionally changing economic situations, but the current changes seem more permanent, Ang

“Retailers safely launch special labels and allocate the main shelf area, and technology develops shopping experience by providing consumers the ability to compare unlimited options and products,” he said.

Special Label

For fast trade companies, specially labeled brands are concerned as basic income contributors.

Bigbasket receives approximately 40% of its income from special labels, especially Fresho (fresh products and meats), BB Royal and Bbrolyal organics (staples and organic food).

According to Bigbasket’s Tirumala, Bigbasket’s Customer Retention rate in the corrugated distribution model is 50%that the company’s private brands help. In the Yuvalı distribution model, unlike rapid trade, customers may prefer a certain delivery time, just a few hours away or the next day.

“The main purpose behind the launch of special labels was to offer various products of different and high quality products – a value suggestion that helps us to acquire new customers and to protect existing customers.” He said. “When we look forward, we aim to strengthen customer loyalty while allowing us to stay in front of the trends before becoming the main current.”

Special label revenue contributions for Swiggy and Zepto are not available. In September last year, the investment group CLSA said that Zepto’s private brands and offers such as Zepto Cafe and Supersaver were ready to win a market share.

However, the eternal owner has adopted a different approach by not starting private brands.

“This is a strategic choice. We work with many brands and think that they are more equipped to create and sell the products needed by customers.“ We want to be the best work we do.