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ManagementGrowth StrategyFood & BeverageIntermediate2014
Swiggy: Hyperlocal Food Delivery
The challenge
Buying eyeglasses in 2010 was an expensive, unpleasant experience. A single pair could cost $500+ due to the near-monopoly of Luxottica, which owned most brands and retail chains. Four Wharton students wanted to sell stylish glasses online for $95 including prescription lenses.
The strategy
Warby Parker pioneered the direct-to-consumer model for prescription eyewear, cutting out the middleman entirely. Their home try-on program — where customers could try 5 frames for 5 days free — solved the key objection to buying glasses online.
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Try the full case free →Key lessons (preview)
- Solving the #1 customer objection unlocks massive market opportunity.
- Strong pre-launch PR can create waitlists that validate demand before spending on product.
- Physical retail can complement DTC by solving the last remaining friction in the buying journey.