In a strategic move aimed at winning over India’s cost-sensitive and digitally savvy youth, Swiggy on July 1 launched a new budget-focused category — the ₹99 Store. Offering single-serve meals at a flat rate of ₹99 with zero delivery charges under its Eco Saver mode, the offering is now live across 175+ cities, including key metros like Delhi, Bengaluru, and Kolkata. Targeted primarily at students, Gen-Z consumers, and frequent low-ticket users, this initiative seeks to redefine everyday affordability in online food delivery. The launch also signals Swiggy’s intent to deepen user engagement and drive meal frequency in a highly competitive and margin-sensitive market.
Highlights
Swiggy launches ₹99 Store with flat-priced meals and free delivery.
Available in over 175 cities including Bengaluru, Kolkata, and Delhi.
Designed for Gen-Z, students, and budget-conscious frequent users.
Part of a broader strategy to drive high-frequency, low-value transactions.
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Eco Saver Model and Dish-First Design Aim to Reshape Daily Food Ordering
At the core of the ₹99 Store experience is Swiggy’s Eco Saver delivery model, a system that optimises logistics to eliminate delivery fees for budget meals. The selection includes a curated mix of fast-moving dishes such as biryani, noodles, kathi rolls, burgers, cakes, and local favourites — all priced at exactly ₹99. Rohit Kapoor, CEO of Swiggy’s food marketplace, described the offering as “a promise, not just a price point,” underlining the platform’s collaboration with restaurant partners to maintain quality without sacrificing affordability. The store interface adopts a “dish-forward” layout that promotes high-selling items up front, boosting discoverability and aiming to convert the store into a daily-use meal solution for price-conscious diners.
Highlights
All meals priced at ₹99 and delivered free via Eco Saver mode.
Dishes span regional cuisines, bakery items, fast food, and staples.
“Dish-forward” design showcases popular meals to increase adoption.
Swiggy promises quality meals at mass-market affordability.
Competitive Pressure and Rapido’s Entry Push Swiggy to Innovate on Volume Play
The launch of the ₹99 Store also reflects mounting pressure in the food delivery industry, where slowing growth and margin challenges are pushing players to extract more value from their existing customer base. Swiggy’s move comes at a time when quick-commerce firms and hyperlocal players are increasingly overlapping into the food delivery space. Notably, Rapido is preparing to foray into food delivery, which Swiggy’s top leadership has acknowledged as a potential disruptor. By targeting value-sensitive segments and encouraging repeat, low-cost orders, Swiggy aims to not only utilise its delivery fleet more efficiently during non-peak hours but also offer restaurant partners a scalable channel to push high-margin, fast-turnover dishes.
Highlights
Swiggy faces growing competition from quick-commerce and Rapido.
Slowing industry growth spurs need to improve user retention and order frequency.
₹99 Store helps restaurants move high-margin items at scale.
Enhances fleet utilisation during low-demand hours for better efficiency.
