Swiggy bets on user acquisition over frequency, sees runway in 90% of India yet to order online

Food Marketplace CEO Rohit Kapoor says growth lever is new users, not order frequency. With 19M MTU averaging 4 orders/month and only 10% online penetration, Swiggy is leaning into reliability, new use cases (coffee, cakes, fine dining) and deeper India coverage over global expansion.

— Filed Wed, 17 Jun, 2026, 10:56 IST · Source ET Brand Equity · Updated

Swiggy Food Marketplace CEO Rohit Kapoor says growth will come from adding new users, not increasing frequency. With only 10% of India ordering online, focus shifts to reliability, new use cases (coffee, cakes, fine dining) and deeper penetration over international expansion.

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