India's food delivery and e-commerce platform Swiggy has introduced an incognito mode feature, enabling users to place orders privately.

 The new feature is aimed at customers who wish to order discreetly, plan surprises or enjoy personal treats without leaving any order history in the application.

Swiggy food marketplace CEO Rohit Kapoor commented on the new feature: “As social as our lives are becoming, there are still things we prefer to keep private, and incognito mode is designed to address that need.”

The update is currently available to 10% of users and will be rolled out to all users shortly.

The introduction of incognito mode comes as Swiggy recognises the increasing trend of shared accounts among families, friends and partners.

The feature is designed to safeguard privacy, allowing users to order without the risk of their purchases being visible in the order history.

“Whether you’re ordering a meal or making a quick purchase, incognito mode ensures your choices remain private. We’re excited to offer our users a seamless experience that lets them enjoy Swiggy’s diverse offerings with enhanced privacy,” Kapoor added.

The platform also targets users who purchase personal wellness products, which can now be bought discreetly.

“This feature ensures that such orders remain private, giving users confidence that their choices will not be visible to others,” Swiggy stated in a press release.

In addition to privacy-focused features, Swiggy also enhanced its support for partner restaurants. In April 2024, the company launched Smart Links, a tool designed to convert digital engagement into sales, boosting online orders for restaurants.