After challenging Ola and Uber in the mobility space, Rapido is now revving up to disrupt another high-stakes battleground: food delivery. The company is set to launch its new service, reportedly named Ownly, taking direct aim at the Swiggy-Zomato stronghold. News of the launch has already rattled markets, causing a noticeable dip in the stock price of Eternal, the parent company of both Swiggy and Zomato.
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Unlike its rivals, Rapido is betting on a zero-commission subscription model that could radically reshape how restaurants engage with delivery platforms. Partner restaurants will pay a flat monthly fee of ₹25 for orders under ₹400 and ₹50 for larger ones. Delivery charges are also being heavily subsidized, with restaurants paying ₹25 + GST and customers ₹20 for orders above ₹100. A nominal ₹10 fee will be applied for smaller orders. Restaurants can opt to use Rapido’s rider network or their own delivery personnel at no extra cost.
Key to Rapido’s strategy is fairness and affordability. The platform mandates price parity between dine-in and delivery (offline price = online price) and prohibits extra packaging fees — a long-standing customer grievance.
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To encourage discovery, visibility on Ownly will depend on customer ratings, not paid listings. Every restaurant must also offer at least four dishes under ₹150, which will be prominently highlighted.
The pilot for Ownly is slated to launch in Bengaluru this July, potentially reshaping the ₹75,000 crore Indian food delivery industry.
