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India’s food delivery landscape is witnessing a fresh shake-up as Rapido, the ride-hailing startup known for its two-wheeler fleet, officially enters the segment with its new platform, Ownly. Launched in select Bengaluru neighborhoods including Koramangala and HSR Layout, Ownly is positioning itself as a cost-conscious alternative to incumbents Swiggy and Eternal (parent of Zomato), offering aggressive discounts and a simplified fee structure.
The move comes at a time when food delivery growth has plateaued post-pandemic, and both Swiggy and Eternal are focused on operational efficiencies and margin expansion. Rapido’s entry could inject short-term pricing pressure into the market, but analysts remain cautious about its long-term impact.
Key Highlights From Ownly’s Market Debut
- Ownly is live in Bengaluru with a focus on affordability and lean operations
- Effective order values are 17 to 49 percent lower than Swiggy and Eternal, especially in the sub-₹200 category
- Rapido is bypassing traditional aggregator commissions, offering restaurants lower rates of 8 to 15 percent
- Consumers pay a fixed delivery fee: ₹25 for orders below ₹400 and ₹50 for higher-value orders
- Early traction remains limited, with low app downloads and muted order volumes
Pricing Strategy And Platform Differentiation
Ownly’s core differentiator lies in its pricing model. While menu prices are comparable to rivals, the final order value is significantly lower due to reduced platform fees and flat delivery charges. This appeals to budget-conscious users and small-ticket orders, where Swiggy and Eternal typically add variable fees and surge pricing.
Restaurants, too, are showing interest in Ownly’s lean commission structure. With Swiggy and Eternal charging 16 to 30 percent commissions, Ownly’s 8 to 15 percent range offers better margins and predictability. This could attract smaller eateries and cloud kitchens looking to optimize costs.
Operational Model And Delivery Efficiency
Rapido is leveraging its existing two-wheeler fleet to power Ownly’s deliveries, reducing overhead and improving speed in congested urban zones. The company’s experience in ride-hailing logistics gives it an edge in route optimization and driver availability, especially during peak hours.
However, Ownly’s current footprint is limited to a few Bengaluru pin codes, and scaling this model across metros will require significant investment in tech, partnerships, and consumer acquisition.
Market Response And Competitive Outlook
Brokerage firm Nirmal Bang has noted that Ownly’s pricing advantage is its primary lever for user acquisition, but questions remain about the sustainability of deep discounting. The food delivery market has evolved beyond price, with consumers valuing speed, personalization, and variety.
Swiggy and Eternal continue to post steady growth. Swiggy’s quick commerce arm, Bolt, now contributes over 10 percent of total order volumes, while Eternal is investing in Blinkit and cloud kitchen expansion. Both companies are expected to grow revenue at a compound annual rate of over 17 percent, with profitability improving due to operating leverage.
Challenges Ahead For Ownly
Breaking into India’s food delivery market has historically proven difficult. Uber Eats exited in 2020 after burning millions monthly, and Ola’s multiple attempts—from Ola Cafe to Foodpanda—ended in shutdowns. Rapido’s challenge will be to avoid similar pitfalls by maintaining unit economics and scaling without eroding margins.
Ownly’s success will depend on its ability to retain users beyond initial discounts, build restaurant loyalty, and expand geographically. The platform must also invest in app experience, customer support, and brand visibility to compete with the entrenched duopoly.
Looking Ahead
Rapido’s Ownly has entered the ring with a bold proposition: affordability without compromise. While its early impact may be limited, the platform’s disruptive pricing and operational efficiency could force incumbents to revisit their commission structures and delivery models.
Whether Ownly can sustain its momentum and scale nationally remains to be seen. But its entry signals that India’s food delivery game is far from settled—and innovation, not just consolidation, may define its next chapter.
Sources: Mint, Economic Times, NDTV.
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