Pocket Change, Plateful Gains: Swiggy’s Tasteful Budget Turnaround

1. The Big Bite: Swiggy Launches '99 Store' in 175 Cities

Launch Highlights:

Swiggy introduced its new '99 Store'a dedicated section on its website that retails individual meals at a fixed price of ₹99.

The campaign is running in more than 175 cities like Delhi, Bengaluru, Hyderabad, Pune, Chennai, Kolkata, and Lucknow.

It's designed to cater to Gen Z and price-conscious consumers who desire affordable, fast, and filling food.

2. What's on the Menu: Variety Without the Price Tag

Meal Highlights:

The shop offers a range of dishes: burgers, rolls, idli, dosa, biryani, pasta, noodles, cakes, pastries, shakes, etc.

Food is prepared to be served in an instant and chosen in coordination with partner restaurants to ensure quality and consistency.

The offering is integrated into Swiggy’s app with a simplified layout for easy browsing.

3. Delivery That Doesn’t Drain Your Wallet

Logistics Insights:

99 Store orders are made available via Swiggy's 'Eco Saver' mode, wherein orders are combined to reduce costs and emissions.

Free delivery is provided the moment the value of the product hits ₹99, a great spot for students and single diners.

The Eco Saver model guarantees affordability without compromising delivery reliability.

4. Why It Matters: A Value-Driven Play in a Competitive Market

Strategic Takeaways:

Swiggy's move has been interpreted as a direct response to rising food inflation and rising demand for cheap alternatives.

It also competes with rivals like Zepto Café, which specializes in delivering under-₹99 snacks at lightning speed.

By emphasizing cost and frequency, Swiggy seeks to further strengthen its grip on India's daily meal category.

5. The CEO's View: A Promise, Not a Price Point

Leadership Quote:

Swiggy Food Marketplace CEO Rohit Kapoor emphasized that ₹99 is not a number, but a commitment to offer good food with no compromise on quality. The firm worked with restaurant partners and delivery teams in an effort to ensure that the proposition is scalable and sustainable.

Sources: Business Standard, Republic World, Economic Times, MSN News, Hospitality World.