Ownly is a zero commission platform that takes no fees from restaurants, and looks to charge consumers an honest delivery fee that covers the cost of getting food to them. In doing so, it enables restaurants to provide everyday low prices to customers without the acrobatics of discount traps or multiple layers of additional charges and fees.

The “Food promise campaign”: A commitment to resetting the status quo

Central to the launch is a creative video commercial that taps into the angst of the common consumer and promises a better food delivery solution. The film is set in a courtroom, and acknowledges the current industry pain points of hidden platform fees, inflated menu prices and misleading discounts.

Through potent use of satire and exaggeration, the film brings the underlying consumer angst to the fore while positioning Ownly as a clear alternative. Through the central structure of the “food promise” articulated in the creative, the brand looks to create a commitment toward trust and transparency for its stakeholders. The commercial is live on Ownly’s YouTube channel.

Commenting on the city-wide launch, Aravind Sanka, Founder – Rapido and Ownly said: “Indian consumer habits are changing rapidly. Food ordering has become an integral part of everyday life across India, not just in metros but in Tier 2 and Tier 3 cities as well. At Ownly, we see a strong opportunity to build a restaurant-first model that supports small and big partners to cater to the evolving needs of their customers. We believe that transparency, honesty and fairness are key drivers of long term growth for the sector and hope that Ownly can enable more people to enjoy the convenience of ordering in.”

Experimentation and learning

By entering this market, Ownly is looking to create healthy competition that benefits consumers and restaurants. As a new service under the Rapido umbrella, Ownly is built on the same principles as its parent brand, focusing on solving large-scale problems in customers’ daily lives, guided by affordability, convenience, and transparency.

The Bengaluru launch follows the pilot across Koramangala, HSR Layout, and BTM Layout, along with research into consumer habits across Indian cities. Over the past year, Ownly has also worked closely with restaurant partners to understand key industry pain points and plans to leverage Rapido’s hyperlocal logistics strengths going forward.

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The transaction has been structured in two parts. Swiggy will sell 10 equity shares along with 1,63,954 Series D compulsorily convertible preference shares (CCPS) to MIH Investments One B.V., a Prosus unit, for Rs. 1,968 crore. In a parallel deal, 35,958 Series D CCPS will be sold to Setu AIF Trust, managed by WestBridge Capital, for Rs. 432 crore. Together, the transactions amount to about Rs. 2,400 crore and remain subject to shareholder and regulatory approvals under the Companies Act and SEBI rules.

This marks one of the most successful exits for Swiggy in terms of returns. The company had invested around US$180 million (₹950 crore at the time) in Rapido in April 2022. Just over two years later, the investment has more than doubled in value. The share sale pegs Rapido’s valuation in the range of US$2.5–2.7 billion.

The exit is also strategically significant, as Rapido recently launched its own food delivery service, ‘Ownly,’ which directly competes with Swiggy’s core business. By exiting now, Swiggy removes a potential conflict while unlocking significant capital.

The proceeds will help strengthen Swiggy’s balance sheet. In Q1 FY26, the company reported a 54% year-on-year rise in revenue to Rs. 4,961 crore, but its net loss widened to Rs. 1,197 crore, largely due to continued investments in its quick-commerce arm, Instamart. As of June 2025, Swiggy held about Rs. 5,354 crore in cash reserves.

For Rapido, the deal does not bring in fresh funding since it is a secondary transaction. Instead, it realigns the ownership structure by consolidating the stakes of Prosus Ventures and WestBridge Capital, two of its largest backers.

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Positioned as a zero-commission platform, Ownly aims to differentiate itself from incumbents Zomato and Swiggy by offering meals at offline-equivalent prices. The app features a menu heavily focused on affordable options — with most items, including staples like chapati, rice, and eggs, priced under Rs 100, and a wider range staying below Rs 150.

In addition to lower consumer pricing, the company says Ownly will benefit partner restaurants by reducing operational costs and eliminating hidden charges. The platform’s design, featuring a purple backdrop reminiscent of Swiggy’s interface, signals a direct challenge to India’s dominant food delivery players.

Rapido had tested Ownly internally among employees for several weeks before rolling it out to the public.

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Unlike the traditional commission-based structures adopted by existing players, Rapido’s three-tier flat delivery fee model is designed to offer greater clarity and affordability to both restaurants and consumers.

Under this model:

• For orders above Rs. 400, a flat delivery fee of Rs. 50 plus 18% GST (total Rs. 59) will be charged, fully borne by the restaurant.
• For orders between Rs. 100 and Rs. 400, a fee of Rs. 25 plus GST (total Rs. 29.50) will apply, again paid entirely by the restaurant.
• For orders below Rs. 100, Rapido proposes a shared cost structure, where customers will pay Rs. 23.60 (Rs. 20 + GST) and restaurants will contribute Rs. 11.80 (Rs. 10 + GST), resulting in total delivery revenue of Rs. 35.40 per order for Rapido.

In a significant departure from the norm, Rapido has committed to not charging restaurants any platform fees, a stark contrast to Zomato and Swiggy, which typically charge commissions ranging from 16% to 30% of the order value. For instance, a Rs. 500 order on these platforms could cost restaurants between Rs. 80 and Rs. 150, whereas Rapido’s flat charge would be limited to Rs. 59.

Additionally, Rapido has pledged pricing parity with offline restaurant menus, aiming to build customer trust and improve transparency in the online food ordering experience.

With its soft launch in Bengaluru imminent, Rapido’s entry into the food delivery space signals a bold step into a highly competitive sector, as the company looks to leverage its existing mobility network to offer sustainable, partner-friendly solutions.

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