Alpenliebe has partnered with Swiggy to launch the Sweetest City Challenge, an initiative encouraging customers to show greater appreciation toward delivery partners during order deliveries.
The campaign will roll out across more than 20 cities, including Pune, Mumbai, Bengaluru, Kolkata, Chennai and Delhi. It follows findings from Alpenliebe’s India’s Sweetness Report, based on a survey of around 28,000 delivery partners, which found that customer interactions were rated below average in nearly two out of five cases, while one in four deliveries ended without a greeting or acknowledgement from the customer.
Gunjan Khetan, Director of Marketing at Perfetti Van Melle India, said Alpenliebe believes brands have the power to go beyond products and become catalysts for change. She said the Sweetest City Challenge, in partnership with Swiggy, reflects the belief that meaningful conversations bring people together, inspire thoughtful actions and create moments that matter.
Komal Arora, who leads drivers and delivery organisation at Swiggy Food Marketplace, said delivery partners are a key pillar of the business, and that creating more moments of joy in their everyday interactions can meaningfully improve their overall experience. She said small gestures, whether a smile, a thank you or a short conversation, can make an ordinary day far more memorable for partners, which is why Swiggy joined hands with Alpenliebe on this initiative. She added that the collaboration aims to celebrate these moments while reinforcing the vital role delivery partners play in enabling everyday convenience for millions of consumers.
