One app or many?
Swiggy has quietly launched Toing, a brand-new app in its family. That sparks an interesting question: is Swiggy slowly moving away from the dream of being a single “super-app” that does everything? Or is it finding a balance between one powerful app and several small, focused ones?
The idea of a super-app sounds perfect: one place for food, groceries, rides, payments, and more. But everyday users see something else. They notice speed, clutter, battery drain, and too many notifications. Some like having everything in one place. Others just want a fast, simple app that does one job.
This blog breaks it down. We’ll look at why Swiggy might be shifting, the pros and cons of each approach, and what both Swiggy and users can do to make the experience smoother.
What is Toing — and why it matters
Toing is a standalone app launched by Swiggy. Unlike the main app, which packs many services, Toing focuses on doing one thing well.
So why release Toing when Swiggy already has a big app? There are two main reasons:
- Focus: A smaller app is often faster and easier to use.
- Experimentation: It lets Swiggy test new features with fewer users, without disrupting the main app.
This move suggests that while Swiggy still values the super-app idea, it’s also exploring a lighter, more flexible strategy.
The super-app model — strengths and weak spots
A super-app bundles many services into one app. The idea is powerful but comes with trade-offs.
Why super-apps work well
- Convenience: One login, one wallet, one address book.
- Cross-selling: A user ordering food might also be nudged to try groceries.
- Data advantage: The company gets a full picture of user habits.
- Brand trust: Users already know the app and trust it.
The downside of super-apps
- Bloat: More features can slow down the app.
- Noise: Too many notifications can annoy users.
- Privacy risks: One app knows almost everything about you.
- Complexity: Adding new services can break existing ones.
Super-apps shine when all services are deeply connected. But when they’re not, things can feel cluttered.
Many small apps — pros and cons
Instead of one big app, companies sometimes split services into smaller, single-purpose apps. Swiggy seems to be trying this with Toing.
Benefits of small, focused apps
- Speed: They load faster and drain less battery.
- Simplicity: The interface shows only what you need.
- Easy testing: New features can be tested without affecting the main app.
- Lower friction for small tasks: Open, tap, done.
Drawbacks of multiple apps
- App clutter: Users may not want several apps from the same brand.
- Confusion: Multiple logins or wallets can frustrate people.
- Data fragmentation: Harder to personalise across apps.
- Extra costs: Marketing each app separately is expensive.
In short, small apps are great for quick, focused tasks — but can feel messy if not well managed.
What users actually prefer
This is the real question: what do people want? And the answer depends on the type of user.
Some users prefer one super-app
- Fewer logins, fewer passwords.
- One wallet and rewards system.
- A single point of support when things go wrong.
Others like standalone apps
- Faster performance with fewer distractions.
- Only open the app that does the job.
- Keep data separate between services.
Students and younger users often lean toward lightweight apps because of storage and speed. Busy professionals, who use many services, may prefer one super-app.
Ask yourself: would you rather open one fast app just for food delivery, or a bigger app that mixes food, rides, and news? There’s no single right answer.
How Swiggy can balance both worlds
The good news is that Swiggy doesn’t have to pick only one path. With the right design, it can keep the convenience of a super-app while also offering small, focused apps like Toing.
Practical steps for Swiggy
- Shared login and wallet: One account should work across all apps.
- Lightweight companions: Keep smaller apps optional, not forced.
- Smart setup: When users install Swiggy, offer the choice to also install focused apps, with clear explanations.
- Unified notifications: Let users manage alerts for all Swiggy apps in one place.
- Privacy controls: Show simple toggles for data sharing across apps.
- Deep linking: If Toing can’t do something, send users smoothly into the Swiggy app.
This approach respects both convenience and speed.
Why Swiggy might benefit from both approaches
From a business perspective, the multi-app strategy has its logic.
- Experimentation: Try new features without risking the main app.
- Targeted marketing: Focus campaigns for different user groups.
- Faster teams: Small engineering teams can move faster with smaller apps.
- Competitive edge: Stay flexible if rivals launch similar single-use apps.
But yes, it also comes with higher costs and the risk of confusing users. That’s why balance is key.
What users can do now
If you’re a Swiggy user, you might be wondering whether to install Toing or just stick with the main app. Here’s some simple advice:
- Install Toing if you want a quick, lightweight app for a single task.
- Keep the main Swiggy app for subscriptions, wallets, and more complex features.
- Use the same login across apps if possible.
- Manage notifications — switch off what you don’t need.
- Review privacy settings before sharing data across apps.
This way, you avoid clutter but still enjoy the benefits of both.
Recommendations for Swiggy
If Swiggy wants to keep users happy, here’s what it should do:
- Keep one account and wallet for all apps.
- Make optional installs clear and simple.
- Centralise settings for notifications and data privacy.
- Use deep links for smooth movement across apps.
- Track retention — if a standalone app fails, fold features back into the main app.
These steps would keep friction low and brand trust high.
Real-life example — Mira’s choice
Take Mira, a college student who also works part-time. She doesn’t want a bulky app slowing down her phone. She uses Toing for quick lunch orders between classes. But for groceries and her Swiggy subscription, she sticks to the main app.
This balance saves her time, avoids app clutter, and still gives her access to all services.
Conclusion — No single answer, just trade-offs
Toing shows Swiggy is testing the waters of a multi-app world. A super-app offers convenience, while smaller apps offer speed and simplicity.
The best solution is a blend: keep one account and wallet, make privacy simple, and let users choose between the big app and lightweight companions.
So what should you do? Try both. Keep the Swiggy app for full features, and add Toing if you want a faster, distraction-free experience.
In the end, the winner will be the company that reduces friction and listens to what users really want.
Your choice matters. Would you go for all-in-one convenience, or a lean, focused tool? Try it for a week and see what works for you.