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Swish built its identity around controlling the entire food-delivery chain — its own kitchens, its own menu and a 15-minute promise. Now the two-year-old startup is testing a very different model that puts outside restaurants onto the platform.
The company is piloting **Swish Go** in select Bengaluru pincodes, allowing users to order from third-party restaurants and cloud kitchens instead of only Swish-operated kitchens. Early partners include brands such as Nothing Before Coffee, Mealy and Taaka Chinese. The service is being promoted without packaging or platform fees.
That marks a notable shift from Swish’s vertically integrated model. Its core product was built around owning and operating kitchens to keep preparation and delivery times tightly controlled. Swish Go moves closer to the marketplace approach used by larger food-delivery platforms, and unlike the core Swish service, it does not promise delivery within 15 minutes.
The positioning also puts Swish into an increasingly competitive affordability battle. Swiggy’s Toing and Rapido’s Ownly are both experimenting with lower-cost food delivery models aimed at reducing the commissions and fees associated with conventional aggregators. Swish appears to be using transparent pricing as its own entry point into that segment.
Founded in 2024 by Aniket Shah, Ujjwal Sukheja and Saran S, Swish currently operates across nearly 50 pincodes in Bengaluru, Gurugram, Noida, Delhi and Ghaziabad. It has raised $78 million to date, including a recent $24 million round led by Bertelsmann India Investments.
Swish Go therefore represents more than another feature inside the app. If the pilot expands, Swish would effectively be running two food-delivery models at once: a tightly controlled ultra-fast kitchen network and a broader restaurant marketplace. The challenge will be preserving the differentiation that made Swish stand out while competing in a category already dominated by far larger platforms.
Filed by
Startup Unplugged
