Swiggy's Supr Daily rebrands as InsanelyGood, enters grocery space

In May 2022, Supr Daily’s services were shut down in Delhi NCR, Mumbai, Pune, Hyderabad, and Chennai as profitability eluded the startup despite orders scaling up.

Supr Daily, the Swiggy-owned subscription-based delivery service for milk, daily essentials, and groceries, pivoted in February by exiting the milk delivery space and rebranding itself to ‘InsanelyGood’ and entering the grocery space. In a statement, Swiggy said that this is currently a pilot programme in Bengaluru.

"InsanelyGood by Swiggy offers customers fresh, authentic, and delicious groceries delivered to their doorstep the next morning. We are currently running a pilot program in Bangalore,” a Swiggy spokesperson said.

With this, Supr Daily shifts away from a subscription service to a next-day grocery delivery service. As per a message to customers, the rebranded app went into effect on February 18. There are also operational changes in terms of pin codes the app services, where certain areas are currently not serviceable.

In response to reviews on the Google Play Store, Supr Daily said that as part of its change to InsanelyGood, it was exiting the milk grocery business and was looking to deliver a new “grocery experience”. Customers' subscriptions and Supr Access membership plans have been discontinued, and deliveries are charged.

The services of Insanely Good are limited to Bengaluru.

As part of the pivot, Insanely Good will sell fruits and vegetables, baked goods, stone-ground batters and chutneys, and milled atta. According to the app, it will also have local snacks made in small batches such as chips, nippatu, murukku, mixtures, and peanuts.

Similar premium products, such as artisanal breads, cooking sauces, and local snacks are also sold under Swiggy’s Handpicked range, which is separate from its instant grocery delivery service Instamart.

Customers can order up to 11 pm, and deliveries will begin at 7 am the next morning.

In May 2022, Supr Daily’s services were shut down in Delhi NCR, Mumbai, Pune, Hyderabad, and Chennai as profitability eluded the startup despite orders scaling up. Swiggy had acquired SuprDaily in mid-2018. Phani Kishan Adepalli, who has also been elevated as a co-founder of Swiggy, was appointed as CEO in October 2021 in a bid to aid growth.