Swiggy, India’s on-demand convenience platform, has launched several initiatives on its app for Durga Puja, incorporating user engagement features such as voting, quizzes, and festive-themed rewards.
The key feature of this year’s campaign is ShresthoPujo 2.0, a contest that enables users in Kolkata to vote for their preferred pandals via the Swiggy app. Each pandal listing includes photographs and information on its history, rituals, and idols. This aims to provide access to pandal celebrations for those who may be unable to attend in person, including senior citizens. BigFM is the official radio partner for the initiative. Winning pandals will be recognised at an event in Kolkata on 2 October, with cash prizes of up to ₹8 lakh.
In addition, the company has introduced Pujo’r Megastar, an in-app feature where users can take part in daily activities such as ordering food, voting for pandals, and completing a Puja-themed quiz. Participants can unlock rewards including Swiggy One Black memberships, MakeMyTrip coupons, and ITC Hotel vouchers.
Swiggy has also collaborated with seven pandals in Kolkata to launch a Bhog Box, available for ₹21. The box includes items such as flowers from rituals, sindoor, a small Durga idol, and selected food offerings from the pandals, including Aloo Bhaja, Labra Curry, Kichuri, Luchi, Polao, and Payes. A total of 6,000 boxes have been made available.
Speaking about the initiative, Sidharth Bhakoo, National Business Head, Swiggy, said, “Durga Puja in Kolkata is as much about tradition and community as it is about food and celebration. With our in-app Puja experiences, we are trying to bring Kolkata’s favourite celebration a little closer to everyone, no matter where they are.”
