Founded in 2014, Swiggy is India’s leading on-demand convenience platform with a vision to elevate the quality of life for the urban consumer by offering unparalleled convenience. It connects consumers to over 290,000 restaurant partners in hundreds of cities. Its quick commerce grocery service Instamart is present in over 25 cities. Swiggy Dineout offers users experiences in high-use categories like dining out and events in close to 25 cities across the country. Using innovative technology, Swiggy provides a hassle-free, fast, and reliable delivery experience. Every order delivered by Swiggy’s delivery executives, ensures a host of customer-centric features like lightning-fast delivery, no minimum order value, live order tracking, and 24/7 customer support.
Key Takeaways
- Minimized promo abuse by enhancing Swiggy’s fraud prevention and detection capabilities
- Improved detectability of Delivery Partner Abuse by enhancing Swiggy’s in-house systems
Fraud Poses a Threat to Indian Businesses
Promo abuse - including the exploitation of platform discounts, sign-up incentives, referral bonuses and monopolization of limited-time deals - is rampant across online businesses globally and across India. This not only hurts return on investments towards user acquisition but also makes it unfair for genuine users who miss out on these benefits.
To carry out promo abuse, fraud syndicates use app cloners and tampered apps to create fake accounts at scale.
Delivery partners can similarly use malicious tools and techniques to falsify their location and meet targets and unfairly collect incentives. These actions negatively impact Delivery partners’ perception of platform fairness and their experience with the platform.
The prevalence and complexity of such fraudulent activities makes it a significant challenge for businesses to stop fraud and protect their platforms. The Trust & Safety team at Swiggy thus used SHIELD’s device-first risk Intelligence to detect the use of malicious tools and techniques with a high level of precision.
Establishing Swiggy as a Trailblazer for Trust and Fairness
The SHIELD Device ID was particularly accurate in identifying the root of fraud - the physical devices used to create multiple fake accounts creation which in turn helped Swiggy to detect fraudulent users and significantly reduce promo abuse. Swiggy was able to ensure that their resources were invested into genuine users instead.
At the same time, SHIELD’s Risk Intelligence returned real-time actionable risk signals, helping Swiggy identify and take swift action in instances where malicious tools and techniques were used - including app cloners, tampered apps, and GPS spoofers.
Utilizing SHIELD’s AI-powered technology, the Swiggy team was able to optimize their fraud prevention processes and redirect their focus towards enhancing the customer experience. SHIELD’s Device Intelligence operated seamlessly in the background, allowing Swiggy to differentiate between genuine users and fraudsters in real time.
Paving the Way for Accelerated Growth
SHIELD’s device-first risk intelligence enabled Swiggy to identify and deter fraudulent users and delivery partners from promo abuse, the monopolization of limited-time promotions, and incentive abuse. By reducing fraud and unfairness on its platform, Swiggy set the standard for trust and convenience in delivery, while paving the way for the business’s continued growth.
Dolly Sureka, Vice President- Assurance & Business Advisory and lead for Trust and Safety at Swiggy, said “Swiggy’s vision is to elevate the quality of life of urban consumers by offering unparalleled convenience. Our partnership with SHIELD has enhanced Swiggy’s Fraud Prevention & Detection mechanisms through device-first risk intelligence. This has empowered us to focus our resources on genuine users and proactively manage potential abuse on the platform.”
