Alpenliebe, a confectionery brand from Perfetti Van Melle India, has partnered with Swiggy to launch the ‘Alpenliebe Sweetest City Challenge’, an initiative aimed at encouraging consumers to show appreciation and kindness towards delivery partners across India.
The campaign will be rolled out across 20 cities, including Pune, Mumbai, Bengaluru, Kolkata, Chennai and Delhi, and seeks to inspire small but meaningful gestures such as greeting delivery partners, thanking them for their service, offering a glass of water or simply acknowledging their efforts.
Survey highlights gaps in customer interactions
The initiative is backed by insights from Alpenliebe’s recent India’s Sweetness Report survey, which covered approximately 28,000 delivery partners across the country.
According to the survey, delivery partners rated their customer interactions below average in nearly two out of five cases. The findings also revealed that one in four deliveries concluded without any greeting or acknowledgement from customers.
The report highlighted that while most consumers are respectful and positive in their interactions, there remains considerable scope to make everyday exchanges more thoughtful and meaningful.
Campaign aims to create meaningful everyday moments
Through the Sweetest City Challenge, Alpenliebe and Swiggy aim to encourage millions of consumers to foster positive interactions with delivery partners, who play a critical role in powering India’s rapidly growing convenience economy.
The companies believe that simple acts of warmth and gratitude can significantly improve the day-to-day experiences of delivery personnel who engage with customers across cities every day.
Brands seek to drive positive social behaviour
Perfetti Van Melle India Director of Marketing, Gunjan Khetan 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.”
Swiggy Food Marketplace, Drivers and Delivery Org, Komal Arora 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.”
Arora added that the collaboration is designed to celebrate positive interactions while reinforcing the important role delivery partners play in enabling everyday convenience for millions of consumers.