Food delivery platform Swiggy has officially exited the private label business by granting exclusive licensing rights of its in-house digital-first food brands to food service company Kouzina. This move marks a strategic shift as Swiggy intensifies its focus on quick commerce and food delivery innovations.
The brands transferred include The Bowl Company (TBC), Homely, Soul Rasa, and Istah. TBC, the first to be launched in 2017, was also the most prominent among them. Known for offering high-quality, single-serve meals tailored for everyday consumption, it gained popularity among students and working professionals. Its menu featured items such as Peri Peri Chicken Rice Bowl, Nawabi Paneer Lababdar Rice Bowl, Drunken Chicken Rice Bowl, and Dhaba Style Dal Tadka Rice Bowl.
Arpit Mathur, vice president at Swiggy, stated that these brands were initially launched to bridge gaps in the food delivery market and offer greater variety and convenience. “These brands have filled key market whitespaces and inspired restaurant partners to innovate, ultimately benefiting consumers,” he said.
Kouzina will now manage all aspects of operations, innovation, and expansion for these brands. Full ownership will be transferred upon meeting certain conditions outlined in the agreement. Gautam Balijepalli, co-founder and CEO of Kouzina, expressed confidence in scaling the brands through their asset-light expansion strategy. He said that Homely is already operational in select areas of Bengaluru, and The Bowl Company is set to relaunch later this week. Plans are also underway to expand to other cities.
Operating primarily under a franchise model through cloud kitchens, Kouzina has been aggressively expanding its portfolio. The company recently acquired South Indian brand Vasudev Adiga’s and invested in MOPP Foods, a startup previously featured on Shark Tank.
For Swiggy, this handover aligns with its ongoing efforts to streamline operations and concentrate on high-growth segments. The company recently shut down Genie, its hyperlocal delivery service, citing underwhelming revenues. Launched in 2020, Genie was active in around 60 cities and allowed users to send parcels and pick up items within the city.
Meanwhile, Swiggy’s quick food delivery platform Bolt continues to gain traction. Now active in over 500 cities, Bolt contributes to 10% of Swiggy’s total food order volume.