Swiggy Signals Sunset For Private Label Foray, Licenses Rights To Kouzina

Shortly after taking its hyperlocal delivery service offline across all operational cities, Swiggy Ltd. has also decided to hand over its private label brands to Kouzina Food Tech, upon fulfillment of certain conditions.

These digital-first food brands, which include The Bowl Company, Homely, Soul Rasa, and Istah, are subject to an exclusive license agreement for scaling operations. "Under this agreement, Kouzina will manage end-to-end operations, innovation, and growth for these brands," Swiggy said in a press release.

"Under Kouzina, we'll scale these brands even faster, expanding into new markets through our asset-light expansion model," Gautam Balijepalli, chief executive of Kouzina said. "Homely is live in select Bangalore locations, with The Bowl Company launching later this week. We're also preparing to expand to more cities soon."

Kouzina is a food service company, with a presence across over 250 kitchen partners across over 100 cities. It has been on an aggressive expansion spree. It has recently acquired South Indian brand Vasudev Adiga's and invested in Shark Tank-famed MOPP Foods.

"With its expansive digital-first food and beverages platform and asset-light business model, Kouzina is well-positioned to scale these brands to new heights," said Arpit Mathur, VP at Swiggy.

Starting early in May 2025, Swiggy's last-mile delivery service Genie has gone offline across all cities it was previously operational in, with no indication as to when it will be active again.

"Due to higher stress on our systems, the Swiggy Genie services are temporarily unavailable," the company's official support handle on X had said when asked about the unavailability of Genie. "For now, it's unavailable across all cities. We do not have any timeline for now. Please keep an eye out on the app for further updates," it had added.