Swiggy has raised its advertising and promotion spend 12% to Rs 1,160 crore in the first quarter of FY27, as the food delivery and quick-commerce company continues to invest in its private-label push. Announced on July 30, 2026, the company said it has partnered with more than 400 brands to curate higher-quality, value-led alternatives across everyday categories.
Swiggy’s “Switch to Better” selection has been introduced across 50 product categories and now contributes more than 15% of category sales, according to the company. The increase in advertising and promotional spend reflects Swiggy’s strategy of using marketing investment to drive adoption of its curated private-label and value offerings across its food delivery and Instamart quick-commerce businesses.
What Is Driving Swiggy’s Higher Ad and Promotion Spend?
Swiggy’s 12% increase in ad and promotion spend to Rs 1,160 crore in Q1 FY27 coincides with the scaling of its “Switch to Better” private-label and curated-brand initiative, which now spans 50 product categories and contributes more than 15% of category sales. This suggests a meaningful share of the incremental spend is directed at building awareness and trial for these curated alternatives rather than solely defending market share against rivals such as Zomato and Blinkit in food delivery and quick commerce.
What Does This Mean for India’s Quick-Commerce and Marketing Landscape?
The scale of Swiggy’s advertising spend, now over Rs 1,160 crore in a single quarter, underscores how central marketing investment has become to India’s quick-commerce battle, where platforms compete not just on delivery speed but on assortment and value perception. As quick-commerce and food-delivery platforms increasingly build retail-media businesses of their own, Swiggy’s growing partnership network of over 400 brands also signals its ambition to monetise its platform as an advertising and curation channel, not just a delivery service.
Industry Reaction and Expert Commentary
Swiggy has framed the “Switch to Better” programme’s contribution of over 15% of category sales as validation of its curated-brand strategy, positioning increased ad spend as an investment in a business line that is already showing commercial traction rather than a defensive reaction to competition. The company’s disclosure of its 400-plus brand partnerships suggests it sees curation and private-label promotion as a durable differentiator in a crowded quick-commerce market.
What Happens Next?
Swiggy is expected to continue expanding its “Switch to Better” selection across additional product categories, building on its current 50-category footprint and more than 400 brand partnerships. Subsequent quarters will likely show whether the elevated advertising and promotion spend translates into further category-sales contribution from its curated and private-label offerings.
Frequently Asked Questions
How much did Swiggy spend on advertising and promotion in Q1 FY27?
Swiggy raised its advertising and promotion spend 12% to Rs 1,160 crore in the first quarter of FY27 compared with the same period a year earlier.
What is Swiggy’s “Switch to Better” initiative?
“Switch to Better” is Swiggy’s curated selection of higher-quality, value-led brand alternatives, now spanning 50 product categories and contributing more than 15% of category sales.
How many brands has Swiggy partnered with for this initiative?
Swiggy said it has partnered with more than 400 brands to curate alternatives across everyday product categories under the “Switch to Better” programme.
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