The heat in India’s food delivery competition just turned up a notch. Rapido, recently stepping into the food delivery scene, is hinting at a possible shake-up for heavyweights like Swiggy and Zomato. Swiggy has hit back fast this time, with something that could ease the sting of rising prices.
In a savvy countermove, Swiggy launched the “99 Store”, a brand-new section on its app that offers quick-prep, single-serve meals priced at just ₹99. Rather than a marketing gimmick, it’s a full-blown rollout that already lives in 175+ cities, including big metros like Bangalore, Ahmedabad, Kolkata, Hyderabad, Delhi, Pune, Chennai, and Lucknow. Even Tier 2 cities like Vadodara, Trivandrum, Tirupati, Patna, Surat, Bhopal, Dehradun, Mysore, and Ludhiana are getting a taste.
Don’t get attracted to the price. The 99 Store doesn’t skimp on taste or choices; it has a wide lineup with Rolls, Biryanis, and Noodles. Additionally, it has regional staples like North and South Indian thalis, and the classics like Pizzas, Burgers, and Cakes. Something for every mood and every food lover. Adding a twist, all deliveries under this initiative come via the “Eco Saver” mode. This setting smartly optimizes routes, club orders, and keeps the carbon footprint in check.
Rohit Kapoor, CEO of Swiggy Food Marketplace, made the intent pretty clear:
“At ₹99, this isn’t just a price point, it’s a promise. A promise that good food can be both affordable and accessible, especially for our younger customers.”
He further added:
“We worked closely with restaurant partners and our delivery fleet to get this right. The 99 Store is about daily meals that don’t wreck your wallet. Whether you’re a college kid or just hunting a no-hassle lunch, this is our most value-driven offering yet.”
Let’s get a reality check now. This smart move is aimed squarely at the budget-first, Gen Z crowd. The ones juggling between lectures, late-night hunger, and monthly savings. In a space where price can make or break loyalty, Swiggy just threw down a strong gauntlet.
With the 99 Store, Swiggy is offering food, adding relief, value, and variety all wrapped in one smartly delivered box. This will redefine how India sees single-serve meals. Because good food shouldn’t come with guilt or a massive bill.
