Swiggy Introduces "One BLCK," a New Membership Plan

Nitin Konde, Varun Bhardwaj

Dec 13, 2024 — 2 min read

Swiggy Launches "One BLCK" Membership Plan

On 11 December 2024, Swiggy, a food and grocery delivery service, unveiled One Blck, an invite-only membership that will be a level beyond its current loyalty programme. The goal of the change is to boost growth in all of its business sectors while improving the experience for premium clients. Swiggy's membership programme presently features three tiers, including One Blck, a base version, and One Lite, a low-end version that was introduced in 2023.

The Bengaluru-based business claims that One Blck will provide members with an on-time guarantee and quicker delivery for their food orders. Members will get access to perks like free cocktails, drinks, or desserts when dining out.

What One BLCK Offers?

The on-time guarantee function was also introduced by Zomato, its main competitor, in 2019 for users of its Gold loyalty programme, which Zomato later abandoned. In addition to discounts on food delivery and Dineout, One Blck members will receive all the benefits of the current Swiggy One membership, including unlimited free deliveries on food orders and its rapid commerce arm Instamart.

In 2021, the firm debuted its One loyalty programme, and according to the corporation, members spend over three times as much time on the platform as non-members do. By the end of FY24, Swiggy One had 5.3 million users. The cost of the new programme would be INR 299 for a three-month subscription. Selected users around India will receive invitations to this programme in phases, and current Swiggy One members will also have the opportunity to upgrade to this new membership.

One BLCK, positioned as a pioneer in the sector, goes beyond fast commerce and food delivery. These advantages, according to Swiggy, include partnerships with companies like Hamleys, Cinepolis, Disney+ Hotstar, and Amazon Prime. Yatra Prime subscriptions are being given out to One BLCK members at no cost as part of the launch offers.

Swiggy Pushing its Premium Offerings

Swiggy has been increasingly emphasising its premium offerings. It began testing a premium membership and personal assistant service dubbed Rare earlier this year, giving wealthy clients access to VIP and private events. According to Phani Kishan, cofounder and chief growth officer of Swiggy, Swiggy One Blck is the business-class counterpart for the brand's clients, improving the factors that are most important to premium users: speed, dependability, and individualised service. For the July–September quarter, Swiggy reported a 30% YoY rise in operating revenue, while its net loss marginally decreased to INR 625 crore.

By October–December 2025, the company anticipates turning a profit at the group level, largely due to higher profitability in its meal delivery sector. Bolt, a 10-minute meal delivery service that it recently introduced, is now available in more than 400 cities. Currently, 5% of its food delivery comes from Bolt.

As the Indian food delivery and quick-commerce industries get more competitive, platforms like Swiggy are diversifying their membership services to attract and retain high-value clients.