
Scootsy, an intra-city delivery service in Mumbai that delivers from restaurants, food stores, book shops, toy stores, fashion outlets, gift shops and more, completed a year this August.
The service that labels localisation as key and adopts an exclusivity-based approach to aggregating partners, is looking to launch in Delhi in three months, informed co-founder Rishi Khiani, also CEO and MD of Ant Farm. Scootsy has its origins in Meals on Wheels that Khiani and team acquired and relaunched, expanding the offerings beyond food.

The app has been promoted through word-of-mouth and partner collaterals until now. He credits this to positive word-of-mouth from those who have experienced the app. "It shows that the audience has been loyal to the brand and not come in through marketing gimmicks like an offer or discount. Customers have come with personal, peer influencers promoting the brand," he added.

Khiani added, "It’s been a series of well-thought through BTL activities. We have also marketed through brands we have on board and they have also cross-promoted us on social media and within their stores. They even talk to customers and ask them to experience Scootsy."
Along with the launch in Delhi, Scootsy will also look to launch an ATL campaign.
While the company works with social media agencies (Fanatics, Ting), the one-on-one response team will always be in-house informed Khiani, in the quest for personalisation.
While other players have looked to grow the number of listings and participating brands, Scootsy has voted in favour of exclusives, explained the co-founder.
He said, "All the other aggregators listed everyone on board, while we took a conscious effort to get curated listings. Each of our categories have a senior tester, that doesn’t let brands pass if they’re not up to the mark. That makes the customer trust our listings too. Other platforms are based on user feedback, but that could be biased too (to the user's taste). We looked at search trends and got the most popular places across all categories. We have new businesses launching coming to us first (to list themselves) and that's like a stamp of excellence. That’s been a clear thing that’s worked to us. Everyday, we get 200 businesses that want to associate with us. It’s a good space to be."
While the range of services includes everything from boutiques to emergency services, food forms a major part of sales. Khiani explained, "That’s the everyday experience. Gifts is a once-in-a-while purchase. We want to create a habit out of users using our app. It’s important that it becomes an everyday app for every user. We’ll open other categories too as time goes by. We should end this month at 70,000 orders (for the month) and are growing at 30 per cent month-on-month. The average order size is Rs 850."
The order size is nearly three times that of other aggregators, according to the spokesperson. The brand will look to emulate its success in the capital, while continuing to deliver the numbers in Mumbai.