Swiggy eyes elite customers with exclusive 'Rare Club' concierge service

Food-delivery giant Swiggy is stepping into luxury services with the introduction of a high-priced concierge membership called Rare Club, as per an exclusive by The Arc.

Designed for affluent consumers, this exclusive membership offers access to high-end experiences and events that aren't available to the general public. The yearly membership fee starts at Rs 50,000, with services ranging from hard-to-get reservations to elite networking opportunities.

Currently, Rare Club operates as an invite-only service targeting the top 0.1% wealthy, young professionals, and industry leaders. "The idea is to cater to a growing class of individuals coming into wealth who value both convenience and exclusivity," said a senior Swiggy executive who requested anonymity.

During a soft launch, Rare Club offered premium experiences to select users, including Swiggy investors and startup founders. These exclusive events included Coldplay concert tickets with backstage access, with the guestlist curated by Swiggy co-founder Nandan Reddy himself. Another perks offered during the soft launch were reservations for 20 guests at Bengaluru's Naru Noddle Bar, which is usually booked weeks in advance, and tickets for an India-Australia Test Match at the Melbourne Cricket Ground.

Swiggy is also partnering with event management companies and concierge agencies to handle operations for its elite members.

Swiggy’s Rare Club marks a significant move in a competitive landscape where similar services already exist. Players like Club Concierge and Le Concierge offer similar memberships within India, while global competitors like Knightsbridge Circle and Quintessentially operate at even higher price points.

Swiggy's public rival, Zomato, has also entered the luxury segment with its Legends service and recently acquired Paytm Events for Rs 2,048 crore. As Swiggy prepares for its IPO, the company has reported an impressive 36% revenue growth for FY23, while also narrowing its losses.

Swiggy plans to open Rare Club to a wider consumer base by the end of October, aiming to grow its presence in the luxury space as part of its broader strategy.