Swiggy launches 'Rs 99 Store' with free delivery to tap Gen-Z, budget-conscious users

Swiggy launches Rs 99 Store with free delivery to tap Gen-Z and budget-conscious users

Swiggy has launched a dedicated Rs 99 Store on its app, offering single-serve dishes at flat Rs 99 with free delivery through its Eco Saver mode.

The category is live in more than 175 cities and targets high-frequency, price-conscious consumers, particularly Gen-Z users and students.

The offering includes quick-prep items from partner restaurants, spanning categories such as biryani, rolls, noodles, burgers, cakes and regional cuisines. All items are priced at Rs 99 and come with no delivery charges under the Eco Saver option.

“At Rs 99, this isn’t just a price point — it’s a promise,” said Rohit Kapoor, CEO of Swiggy’s food marketplace. “We’ve worked closely with restaurant partners and our delivery fleet to make daily meals more affordable without cutting corners.”

Swiggy said the 99 Store has a “dish-forward design”, which highlights top-selling items to help discovery and is aimed at becoming an everyday lunch or dinner option for consumers on a budget.

The launch comes as food-delivery platforms face growing pressure to drive frequency and retention amid intensifying competition from both quick-commerce and hyperlocal players.

The move could help Swiggy boost volumes by targeting users who typically order small-value meals or hesitate due to delivery fees. It may also allow the company to better utilise its delivery fleet during non-peak hours while offering restaurants an additional channel to move high-margin items in bulk.

This comes at a time when ride-hailing startup Rapido is planning to enter the food-delivery market, which has been facing slowing growth over the last few quarters.

Also Read: With a focus on meals below Rs 150 and offline-equal prices, Rapido’s Ownly is a zero commission food delivery model for Bharat

Rapido’s planned entry into food delivery has also caught the attention of Swiggy, with CEO Sriharsha Majety saying the company is watching the foray and will plan its moves accordingly.