Two Leading Brands, One Sweet Mission: Alpenliebe and Swiggy Launch Sweetest City Challenge

Alpenliebe, from the house of Perfetti Van Melle India, announced that it has partnered with Swiggy, India’s pioneering on-demand convenience platform, to launch the Alpenliebe Sweetest City Challenge , to reinforce that delivery partners are the backbone of India’s growing new-age economy, navigating countless conversations across cities every single day. The challenge will be live across 20+ cities of India including Pune, Mumbai, Bengaluru, Kolkata, Chennai, and Delhi. This one-of-its-kind initiative is designed to encourage millions of consumers, who interact with delivery partners across cities, to add a small gesture of appreciation, warmth and gratitude when receiving their orders.

Alpenliebe, through their recent India’s Sweetness Report survey across  approximately 28,000 delivery partners, revealed that  delivery partners rated their customer experiences below average in nearly 2 out of 5 cases, while sharing that 1 in 4 deliveries ended without a greeting or acknowledgement from the customer. These results revealed that while the majority of Indian consumers are positive and respectful towards delivery partners knocking at their doors, there is definitely an opportunity to make these interactions more meaningful. Whether it’s a smile, a thank you, offering a glass of water, acknowledging effort or simply choosing kindness.

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. 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."