A PM manager-briefing case study proposing a recurring subscription for daily essentials on Swiggy Instamart — designed to convert occasional buyers into habitual users and lift weekly order frequency.

Overview

Frequent Instamart users manually re-add the same staples — milk, bread, eggs — almost every day. I proposed a Smart Essentials Subscription that automates these recurring purchases, framed through a manager briefing covering strategic fit, user value, and business value.

Expected outcome: +15–20% weekly order frequency, 20% adoption among active Instamart users, +15% retention uplift.

Watch the Walkthrough

Smart Essentials Subscription - Walkthrough Video

Context

Product: Swiggy Instamart (quick commerce vertical of Swiggy)

Format: Manager briefing — a structured PM exercise to align stakeholders on why a feature should exist before any design or build work begins.

My role: Sole PM driving the briefing — hypothesis framing, evidence gathering, strategic narrative, and success-metric definition.

Why this matters: Instamart competes in a category where retention and order frequency are the dominant levers. Convincing a manager to invest engineering capacity requires a clear chain from user signal -> hypothesis -> business outcome.

Problem Space

A recurring pattern surfaced from Reddit threads and personal observation of Instamart users:

• Users re-add the same essentials to the cart almost every day — milk, bread, eggs.
• Many fall back on phone reminders or competitor subscription services (e.g., BigBasket) for these recurring needs.
• This is high-frequency, low-severity-per-instance friction — exactly the kind that compounds into churn risk over time.