National, 22 June 2026: Alpenliebe, from the house of Perfetti Van Melle India, announced that it has partnered with Swiggy (Swiggy Ltd, NSE: SWIGGY / BSE: 544285), 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.”
Alpenliebe and Swiggy are turning insight into action, providing consumers a platform to recognize and appreciate the everyday efforts of their delivery partners.For more information, please visit the: https://bit.ly/alpenliebekholomeethabolo
About Alpenliebe
Born in the Alps in 1985, Alpenliebe has been crafting candies with love and care – a spirit symbolized by the heart in its iconic logo. Alpenliebe has been delighting Indian consumers for over three decades now with its rich, indulgent taste and unique caramel offering. Since its launch in India, Alpenliebe has built a strong emotional connect with consumers across age groups by delivering indulgent products across formats including candies, lollipops and eclairs. With its philosophy of spreading joy and kindness, Alpenliebe remains committed to making the world a little sweeter, one candy at a time.
About Perfetti Van Melle India Pvt. Ltd.
Having started India operations in 1994, Perfetti Van Melle India Pvt. Ltd. (PVMI) today enjoys the reputation of being market leaders in the confectionary space with a diverse portfolio of brands across segments (i.e., candies, jellies, gums & chewies) which provide differentiated consumer experiences across age groups. PVMI’s extensive distribution footprint spans 6 million outlets across India and the manufacturing facilities are in Manesar (Haryana), Rudrapur (Uttarakhand) and Karanaipuducherry (Chennai). 31 years since its inception, Perfetti Van Melle’s power brands like Center fresh, Center Fruit, Alpenliebe, Happydent, Mentos, Alpenliebe Juzt Jelly, Chupa Chups continue to both delight and engage with the consumer with innovations across category expansion, variants, flavours, promotions, and clutter breaking advertising campaigns. PVMI drives continuous improvement by way of external benchmarking and exposure to global best practices and building a sense of pride amongst its employees. As a responsible corporate brand, Perfetti is committed to bringing about a positive influence in the community it operates in and adheres to its four pivot areas of sustainability – education, skilling, water conservation and environment. PVMI is a fully owned subsidiary of the global confectionary conglomerate Perfetti Van Melle, headquartered in Amsterdam.
For more information, please visit: http://www.perfettivanmelle.in
