Disclaimer
This is a hypothetical product case study created from a user’s perspective. It is based on observable behavior, reasonable assumptions, and product best practices. It does not represent internal Swiggy data or decisions.
Food delivery apps offer abundance, but abundance creates friction.
For a growing segment of users - fitness enthusiasts, working professionals, and health conscious consumers the biggest pain point isn’t lack of choice. It’s decision fatigue (aj khane main kya mangana hai?).
Users who track protein, calories, or meal consistency face repeated friction:
This leads to:
why this segement?, as 86% urban indian seek protein intake- https://www.businessoffood.in/study-finds-58-of-indians-prefer-nutrition-more-than-taste-in-snacks-exceeding-the-global-average/#:~:text=with 86%25 of shoppers reporting nut purchases within a six-month period in 2023—compared to 79%25 globally. This trend is particularly notable among Millennials and