Swiggy has officially exited the private label space by signing an exclusive licensing agreement with cloud kitchen platform Kouzina for its in-house food brands: The Bowl Company (TBC), Homely, Soul Rasa, and Istah. Under this deal, Kouzina will take over the operations, innovation, and expansion of these digital-first brands. If certain undisclosed conditions are met, full ownership will also be transferred to Kouzina.
This decision follows Swiggy’s recent shutdown of its hyperlocal delivery service, Genie, as it shifts focus to its main food delivery operations and Instamart to compete with Zepto and Blinkit. The brands were originally launched to fill gaps in the restaurant ecosystem and drive variety in food delivery, but with evolving consumer choices and restaurant models, Swiggy has decided to step away.
Kouzina CEO Gautam Balijepalli praised the brands for building strong customer loyalty and aims to scale them further. Kouzina, which runs 250+ kitchen partners across 100+ cities, is preparing to expand these brands nationwide.
This move reflects a broader trend among food delivery platforms like Swiggy and Zomato, who are consolidating resources around core services amid shifting market dynamics and profitability pressures.
