Decoding Swiggy's "Fasting Mode": A Product Manager's Perspective on Hyper-Personalization

Swiggy's recent introduction of "Fasting Mode" during Ramadan has caught the attention of product managers across the industry. This seemingly simple feature, allowing users to pause food notifications during fasting hours, offers a compelling case study in how cultural sensitivity and hyper-personalization can converge to drive business goals.

More Than Just a UX Tweak:

While some might view "Fasting Mode" as a minor UX adjustment, a closer look reveals a strategic product decision. By recognizing the significance of Ramadan for a large segment of its user base, Swiggy demonstrates a deep understanding of its users' cultural context. This move goes beyond simply accommodating religious practices; it fosters a sense of connection and loyalty.

Extrapolating on maybe why Swiggy started with Ramadan:

The choice to launch with a Ramadan-specific feature likely stems from several factors:

• Clearly Defined Timeframe: Ramadan has a fixed date range and daily fasting period. This makes implementation and management of such in-app experiences easier from a product standpoint.
• Predictable User Behavior: The strict nature of Ramadan fasting means there is a binary pattern of abstinence or non-absteinance from food, for all targeted users.
• Positive Brand Perception: Launching a Ramadan-specific feature generates goodwill and positions Swiggy as a culturally sensitive brand, attracting new users and strengthening its overall image.

What is Hyper-Personalization:

Hyper-personalization goes beyond basic personalization, using data and AI to tailor experiences to individual needs and contexts. By understanding cultural and individual preferences, companies can create products that resonate on a deeper level, driving business growth in an increasingly diverse and interconnected world. 

The Path to Hyper-Personalization:

"Fasting Mode" is likely just the first step in Swiggy's broader hyper-personalization strategy. The data gathered from this feature will be invaluable in understanding user preferences and tailoring future experiences.

Here's what we can anticipate:

• Expanding to Other Fasting Practices: Swiggy will likely expand this feature to cater to other fasting practices and dietary restrictions.
• Granular Notification Control: Users can expect more granular control over notification preferences, including options for intermittent fasting, dietary restrictions, and specific meal types.
• Hyper-Personalized Content: Swiggy could leverage user data to deliver highly personalized content, such as recipes for specific diets, healthy meal suggestions for breaking fasts, and targeted offers based on individual preferances.

The Business Impact:

By aligning with cultural contexts and embracing hyper-personalization, Swiggy stands to gain significant business advantages:

• Increased User Retention: Users who feel understood and catered to are more likely to remain loyal to the platform.
• Enhanced Brand Image: This move strengthens Swiggy's brand image as a company that values cultural sensitivity and user well-being.
• Data-Driven Growth: The data gathered from personalized features will fuel further innovation and enable Swiggy to tailor its offerings more effectively.

A Lesson for Product Managers:

Swiggy's "Fasting Mode" provides a valuable lesson for product managers. By understanding user needs within their cultural context and embracing hyper-personalization, companies can create products that resonate on a deeper level, foster loyalty, and drive business growth. This approach is not just about good ethics; it's about smart product strategy in an increasingly diverse and interconnected world.

About the Author

Hina Firdause is a seasoned professional with over eight years of experience in product strategy, cross-sell optimization, and process improvement. Currently based in Bengaluru, she works with Niti AI, where she leverages her expertise to drive innovative solutions. She holds an MBA from the prestigious IIM Kashipur. Passionate about technology and business, she actively engages in discussions on emerging trends, including no-code platforms and fintech disruptors, offering insightful perspectives drawn from her extensive industry experience.