National; May 07, 2025: Prega News, India’s No. 1 pregnancy detection kit brand from Mankind Pharma, has announced a partnership with Swiggy Limited, India’s pioneering on-demand convenience platform to launch “Preggy”, a special campaign featuring a ‘Prega News Cravings Menu’ this Mother’s Day. The unique collaboration aims to celebrate one of pregnancy’s most distinctive experiences – ‘food cravings’ – by curating a specialised menu of sweet, sour, spicy, and uniquely combined dishes that cater specifically to expecting mothers’ desires.
As per a study conducted in India, over 75% of expecting mothers experience significant food cravings, particularly during the first and second trimesters. Prega News has been a trusted partner for women across all phases of pregnancy—pre, during, and post. Addressing this deeply relatable aspect of the journey, the ‘Prega News Cravings Menu’ initiative came as a thoughtful solution. Available exclusively on the Swiggy app, the special menu has been carefully curated based on extensive research done around common pregnancy cravings—allowing partners and families to surprise mothers-to-be with convenient access to their most desired foods this Mother’s Day. ITC Sunfeast Baked Creations and Choko La have partnered with Swiggy for crafting these special menus.
“Prega News believes in celebrating every aspect of motherhood, including the quirky and often unpredictable food cravings that come with pregnancy,” said Joy Chatterjee, Vice President, Sales and Marketing Head, Consumer Business Unit, Mankind Pharma. “By partnering with Swiggy, we’re acknowledging these cravings in a practical, supportive way while creating a meaningful connection with expecting mothers. This Mother’s Day initiative perfectly aligns with our brand philosophy of being present throughout a woman’s pregnancy journey.”
The ‘Prega News Cravings Menu’ features carefully selected food combinations that address the spectrum of cravings typically experienced during pregnancy. From sweet-and-spicy pairings to tangy treats with a savoury twist, the menu has been crafted to satisfy the distinct and sometimes surprising food preferences that characterise this special time.
Sharing his thoughts on the campaign, Mayur Hola, Vice President and Head of Brand, Swiggy said, “Cravings aren’t just about food – they’re emotional, personal and often a little quirky, especially during the times of pregnancy. Our collaboration with Prega News for the ‘Preggy Campaign’ brings this insight to life in a deliciously meaningful way. With the Prega News Cravings Menu, we’re making it possible for partners, friends, and families to order the food expecting mothers are craving for, and get it delivered at their doorstep, via the Swiggy app. It’s our way of delivering comfort, joy, and a little extra love this Mother’s Day.”
“At Swiggy, we’re constantly looking for ways to make everyday moments special by offering thoughtful convenience and pregnancy cravings are definitely one of them,” said Arjun Choudary, Vice President – Growth Marketing, Swiggy. “Cravings during pregnancy are unpredictable and deeply personal. Through the ‘Preggy’ campaign, we’ve collaborated with Prega News and our select restaurant partners to create a curated menu that speaks to these unique needs. This campaign is a great example of how marketing, product, and partnerships can come together to create real value.” he added further.
The campaign was conceptualised and executed by FCB Kinnect, highlighting the emotional significance of pregnancy cravings. The heart-warming ad film, which is part of the “Preggy” campaign, showcases a young mother-to-be experiencing an unusual food craving, which her supportive partner fulfils by ordering from Swiggy. The film beautifully captures the emotional journey of pregnancy cravings while demonstrating how the Prega News x Swiggy collaboration offers a practical solution to this common pregnancy experience.
Rohan Mehta, CEO, FCB Kinnect said “The best ideas come from simple human truths, and few are as universal and emotional as pregnancy cravings. We’re proud to have brought together this beautiful confluence of Prega News’s purpose and Swiggy’s practicality, into a genuinely memorable brand experience.”
Nishant Pratap, Group ECD South, FCB Kinnect added “Our intention, from the very beginning, was to celebrate mums-to-be. With an idea that isn’t just their cheerleader but one that actually delivers joy. That was it. We jumped up and thought, ‘Why not literally do exactly that?’ That’s how Preggy was born. As any Mum (and Dad) can testify, cravings have no rhyme or reason and no sense of timing. So we decided to do something about it. To work on brand Prega News is very special to us. To then have Prega News collaborate with Swiggy. What more can one ask for?”
The ‘Prega News Cravings Menu’ will be available on the Swiggy app in cities including Delhi-NCR, Mumbai, Pune, Bengaluru, and Hyderabad, allowing partners and family members to treat expecting mothers to their favourite food indulgences. With this initiative, Prega News reinforces its commitment to making the pregnancy journey more joyful and memorable by celebrating the little moments that make motherhood special.