Zomato is used by less than 7% of the Hindi heartland's urban dwellers on a weekly basis

Zomato and Swiggy may seem like ubiquitous brands, reach of these brands is limited

PRASHNAM INSIGHT #28

The Print and Prashnam surveyed urban dwellers in Hindi speaking heartland to find out awareness and use of Zomato and Swiggy.

Q1. What do you think Zomato/Swiggy is?

  1. An app like Tik-Tok

  2. A place in South India

  3. A food delivery app

  4. Don't know

Q2. Have you ordered food on Zomato/Swiggy app last week? 

  1. Yes

  2. No

  3. No answer

A majority of Indians in urban areas of Hindi states don’t know what Zomato and Swiggy are.

48% of the respondents know that Zomato is a food delivery app.  44% in Madhya Pradesh and 48% in Uttar Pradesh.

However, only 37% of the respondents know that Swiggy is a food delivery app. 30% in Bihar and 43% in Rajasthan.

Of those that knew about these apps, very few ordered from these apps

14% of the respondents ordered from Zomato last week. 7% from Madhya Pradesh and 16% from Bihar. 

Only 10% ordered from Swiggy last week. 9% from Uttar Pradesh and 12% from Rajasthan

As we have consistently observed in the Prashnam Vox Pop series, reader of the column and the larger English elite are so misrepresentative of the larger country.

Zomato and Swiggy may be ubiquitous brands known to all of us. But even in urban areas of the 4 large Hindi states, a majority have not heard about these brands.

Respondent profile:

Zomato:

2829 adult Indians responded to this survey. They were from 4 states - Bihar, Madhya Pradesh, Rajasthan, and Uttar Pradesh; and 52 districts. 76% were male and 24% female. 65% were youth (<40 years), 25%, middle aged and 10% seniors (>60).

Swiggy:

2652 adult Indians responded to this survey. They were from 4 states - Bihar, Madhya Pradesh, Rajasthan, and Uttar Pradesh; and 52 districts. 76% were male and 24% female. 64% were youth (<40 years), 26%, middle aged and 10% seniors (>60).

Read the full report in The Print here

The raw response data is available here