Design an Age-Gated Alcohol Delivery Category for Swiggy Instamart

You are a product manager at Swiggy. Design a new category that lets Instamart customers order alcohol. ```hint Start from where it is legal In India, alcohol sale and delivery are governed state by state. Decide where the category can operate and who would legally sell the bottles before choosing users and features. ``` ### Clarifying Questions - Should the category launch only where state rules already allow home delivery of alcohol, or should the plan include working with state regulators to open new markets? - Would Instamart hold alcohol in its own dark stores, or act as a marketplace for licensed liquor retailers? - Is the main goal new revenue, bigger baskets, or more frequent use of Instamart? - Does the category need to keep Instamart's fast delivery promise, or can it run on a slower or scheduled window? ### What a Strong Answer Covers - A goal and a target user segment chosen within a market where the category is legal - Age verification, licensing and state-specific rules built into the flow rather than bolted on - The journey from discovery to doorstep handover, with features prioritized into an MVP - Success metrics with guardrails for compliance, underage access, delivery-partner safety and brand trust - Risks such as regulatory change, public backlash, ID fraud and thin unit economics ### Follow-up Questions - At the door, the customer cannot show valid ID, or the person receiving the order looks underage. What should the delivery partner and the app do? - Midway through the pilot, the state changes its rules on home delivery. How do you respond? - How would you keep the category out of sight for people who do not want it, such as a household sharing one account?