Alpenliebe has partnered with Swiggy to launch the ‘Sweetest City Challenge’, an initiative aimed at encouraging consumers to be more courteous towards delivery partners during everyday interactions. The campaign will run across more than 20 Indian cities, including Mumbai, Delhi, Bengaluru, Chennai, Kolkata, and Pune.
The initiative is based on findings from Alpenliebe’s India’s Sweetness Report, which surveyed around 28,000 delivery partners. According to the study, delivery partners rated customer interactions below average in nearly two out of five deliveries. The report also found that one in four deliveries concluded without a greeting, acknowledgement, or basic interaction from customers.
The findings suggest that while most customers treat delivery personnel respectfully, everyday gestures of appreciation are often missing. Through the challenge, Alpenliebe and Swiggy are encouraging consumers to make these interactions more meaningful with simple gestures such as saying thank you, greeting delivery partners, offering water, or acknowledging their efforts.
The campaign seeks to spotlight the role delivery partners play in India’s rapidly expanding convenience economy, where millions of customer interactions take place at doorsteps every day.
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Speaking about the campaign, Gunjan Khetan, Director of Marketing, Perfetti Van Melle India, said, “At Alpenliebe, we believe brands have the power to go beyond products and become the catalysts for change. The Sweetest City Challenge, in partnership with Swiggy, reflects our belief that meaningful conversations bring people together, inspire thoughtful actions, and create moments that matter.”
Commenting on the partnership, Komal Arora, Drivers and Delivery Org, Swiggy Food Marketplace, said, “Delivery partners are a key pillar of our business. We believe that creating more moments of joy for those who interact with our customers every minute will positively impact their overall experience. Whether it is a simple smile, a heartfelt thank you, or engaging in a short conversation- it is these small gestures that can make an ordinary day much more memorable for our partners.”
She further added, “This is why we have joined hands with Alpenliebe for the Sweetest City Challenge, an initiative aimed at fostering better, more meaningful everyday interactions. This collaboration is designed not only to celebrate these special moments but also to reinforce the vital role delivery partners play in enabling everyday convenience for millions of consumers.”
