Even though India is one of the most linguistically diverse nations in the world, digital commerce still leans heavily on English and a handful of regional languages, leaving a large share of users underserved. Swiggy is now trying to change that, starting with how people place orders.
To do that, it has partnered with Sarvam AI to bring voice-led ordering across its food delivery, Instamart, and Dineout services, supporting 11 Indian languages, including Hindi, Tamil, Telugu, Kannada, Bengali, and Marathi.
Swiggy's move comes just days after rival Meesho rolled out its own GenAI-powered shopping assistant, Vaani, signalling a broader shift among India's e-commerce platforms toward voice-first, regional-language commerce.
Damilare Odedina
For Swiggy, that shift is less about adding a feature and more about changing how users interact with the platform altogether. Instead of tapping through screens, users can simply speak, with an AI assistant handling discovery, selection, and checkout in the background.
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