 Hello and welcome to exchangeformedia.com. With me today is CEO of Swiggy Mr. Rohit Kapoor. So welcome to the show and thanks for taking out time for us. So I know you are very short on time so I will keep it very quick. So my first question is how do you see the future of food delivery services involved in India in coming years? See I think it has a very very bright future. I think I say that because if you compare to any international market in terms of penetration we are just starting out and it's a compared to many industries it's what about 10-12 years old in India. So as India's GDP per capita grows as cities come up the curve I think we will see it's a multi-decadal growth opportunity in my mind. So how critical is the role of marketing in a delivery business? Absolutely like any other business but especially in a delivery business where you know so many emotions are involved and look we stand for you know offering unparalleled convenience to the urban consumer in India. So there marketing is absolutely critical to reach out to the consumers in a way that they can emotionally connect to. They understand what do you stand for and being consistent with it. And the other crazy thing is today marketing has so many legs. There is just so many mediums you can reach out to the consumer from. It is probably one of the most exciting times to be a marketer I guess. So yours is one of the most visible brands on television especially during the IPL season and other big property events. But there has been certain changes in your media mix. So if you can tell us about it. Look I think the changes will happen. Changes happen through the year. It depends on what the occasion is, what the season is. So for example it is a festival season or IPL. But just in terms of broad answer I think you will see a lot of media moving to digital right in addition to television. And I think even social continues to be a very strong organic platform for us. But media mix digital is going to just grow is what I think. So you will be more visible on digital now than traditional? Every brand is. Every brand is moving to digital also. And traditional media still carries a lot of benefit in terms of the reach. So if you have to really reach out to a very wide segment for a particular campaign. I do think traditional media comes into play very much. So it is a even mix. There is no standard answer. Digital is growing. But is traditional media disappearing? I don't think so. Sir are you going to increase your marketing investments in coming years? I think we are fairly well invested in marketing and my sense is that rather than say we are going to increase the constant effort is to how to utilize the marketing budgets we have far more effectively. We already do I think a good job there but there is always an opportunity to just get better and better there. So that's where we are I think. So how do you at Swiggy leverage data to enhance its offering personalised customer experiences and drive business growth? So I think if you had asked me questions like where do we not leverage data? Maybe I will. As in I don't know how to answer the question because I live it so much on a daily basis right. But every single let me give a couple of examples where you illustrate. Let's say you come and you often like a particular restaurant or a dish. How do I make sure that in your on your app. You get to see that quicker. You see that in a way that appeals to you. It makes it easy for you. Or let's say we know that a particular user is very inclined to order doing a particular time slot. Say lunch or breakfast or dinner. How to make sure that that user gets a message just before that slot to remind that you know you may want to order something like this. There are thousands of ways we use it. But just four point is that every decision we take or everything we do is actually based on it. So finally I would want to understand how do you ensure efficient and seamless delivery operations such a vast and diverse market like India. Sometimes it feels that you know even before I've ordered it's delivered. It's not easy. I think that's in my mind the most complex part of running this company. And see it's a triangle right. The consumer is a restaurant partner or and there's a delivery partner. And this entire process of ordering to somebody making the food to get getting delivered to you is what 20 30 minutes. And that requires huge and first of all what you see is a front end. What you don't see is humongous amounts of technology and investments going back to make it happen. We I think I'm genuinely very delighted by the fact that we're able to also partner with lakhs of delivery partners. And for many of them this is a first job when they can move to urban city or move to a city. And the complexity is making sure that they truly see this as something they really love to do and as a rewarding profession. If we do that we have despite all challenges which runs in running hyper local company. We are the originators of this model about seven eight years back and we continue to sort of bet big on this. So thank you so much for speaking to exchangeformedia.com. Thanks.