In a strategic bid to appeal to Gen Z consumers and cost-sensitive diners, food delivery platform Swiggy has rolled out a new budget-friendly segment on its app, titled the ‘99 Store’. The new offering features single-serve meals priced between Rs 49 and Rs 149, and is now live across 175+ cities, including key metros such as Bengaluru, Delhi, and Mumbai.
This move comes at a time when the budget meal delivery segment is seeing heightened competition, particularly with Rapido preparing to launch its own food delivery service called ‘Ownly’ in Bengaluru within the next 8–10 days.
Swiggy’s 99 Store features a curated selection of popular quick meals such as rolls, biryanis, thalis, momos, and desserts. Orders above Rs 99 come with zero delivery fees when customers choose the new ‘Eco Saver’ mode, which clusters multiple orders for greater delivery efficiency and cost savings. This marks a shift from Swiggy’s earlier model, where free delivery was typically limited to orders over Rs 199 through its Swiggy One subscription.
Commenting on the launch, Rohit Kapoor, CEO, Swiggy Food Marketplace, said: “The 99 Store is our way of making sure daily meals don’t burn a hole in your wallet. Whether you’re on a college budget or just looking for a fuss-free lunch, this is Swiggy’s most value-driven offering yet.”
Swiggy has also partnered with several well-known QSR chains, offering flat-priced options at Rs 99 and promotional deals as low as Rs 49. The 99 Store is prominently featured on the Swiggy app with a dish-first interface, designed to enable quick browsing and higher conversions, especially among younger users seeking fast and affordable meal solutions.
