Swiggy, one of India’s top food delivery platforms, introduced a new in-app section called the ‘99 Store’. This section offers curated meals priced at a flat ₹99, including free delivery. With this launch, Swiggy wants to reach more price-conscious customers, especially at a time when rising inflation and shifting consumption habits have affected growth in the food delivery sector.
The ₹99 Store is now available in 175 cities, including major metros like Delhi, Bengaluru, Kolkata, and Hyderabad. It offers a variety of quick-prep food items like rolls, biryani, noodles, and burgers, all sourced from Swiggy’s partner restaurants. Each meal costs ₹99 and comes with free delivery through the company’s Eco Saver delivery mode, which ensures lower operational costs while maintaining delivery efficiency.
Why Swiggy Launched the ₹99 Store
India’s food delivery industry has seen tremendous growth over the past decade, but recent market trends suggest that growth is slowing down. Urban consumers now spend more cautiously due to inflation and rising living expenses. Discretionary spending, which includes food ordered online, has taken a hit. Consumers now prioritize value over convenience or indulgence.
Swiggy has read these signals and acted swiftly. By launching the ₹99 Store, the company wants to reignite demand, particularly among middle-class households, students, and young professionals who still want to enjoy restaurant meals without breaking the bank. With ₹99 meals and free delivery, Swiggy removes the two biggest hurdles—cost of food and delivery charges—that often discourage smaller or spontaneous orders.
This initiative also helps Swiggy increase order volumes. More orders mean better utilization of delivery partners and higher restaurant participation. With food inflation pushing prices up, a curated menu at ₹99 also gives partner restaurants a new way to attract traffic and move inventory efficiently.
What the ₹99 Store Offers
The ₹99 Store features a handpicked menu with popular Indian fast food and comfort dishes. The menu includes:
- Chicken or Veg Rolls
- Mini Biryani Bowls
- Chowmein and Hakka Noodles
- Street-style Burgers
- Aloo Tikkis and Sandwiches
These items come from Swiggy’s extensive partner network and are selected for quick preparation, affordability, and wide appeal. Each meal under the ₹99 Store aims to be filling enough for one person and caters to both vegetarian and non-vegetarian preferences.
Partner restaurants prepare these meals under optimized kitchen workflows so they can handle higher volumes with minimal complexity. In turn, Swiggy uses its Eco Saver delivery fleet—designed for short-distance, low-cost deliveries—to bring down delivery expenses while ensuring prompt service.
Eco Saver Delivery: Low-Cost and Efficient
Swiggy launched the Eco Saver mode as a cost-saving alternative for smaller, value-focused orders. The ₹99 Store relies heavily on this delivery option. By using shared fleets and smart batching algorithms, Swiggy ensures that delivery remains free for users while keeping logistics costs low.
Eco Saver deliveries typically target shorter delivery radiuses, reducing travel time and fuel consumption. This model benefits both the platform and delivery executives by allowing them to complete more trips per hour.
Customers can still track their orders in real time, receive timely notifications, and enjoy the same support services that Swiggy provides for other orders.
Market Position and Competitive Edge
The Indian food delivery market features tough competition from players like Zomato, which recently introduced various value-focused campaigns and subscription models. Swiggy’s ₹99 Store adds a new layer of competition by directly appealing to budget-conscious users without asking them to subscribe or commit to a membership plan.
This approach allows Swiggy to retain existing users who may otherwise cut back on food delivery and also attract new users who find standard menu pricing too expensive. It particularly targets:
- College students living in hostels
- Office workers ordering daily meals
- Single-person households
- Young professionals in Tier-2 and Tier-3 cities
Swiggy’s presence in 175 cities ensures that the ₹99 Store reaches beyond just metros. As the company expands deeper into India, affordability becomes even more important. The ₹99 Store offers a scalable and replicable model for smaller markets where high-ticket orders remain rare.
How Restaurants Benefit
Swiggy works with local restaurants and cloud kitchens to power the ₹99 Store. These partners benefit from increased visibility on the app, higher order volumes, and simplified menu options.
Since the platform curates the meals, restaurants don’t need to design new menus or develop marketing strategies. They can plug into the system and focus on execution. Restaurants also receive insights into which items perform best in each location, helping them tweak their offerings for better performance.
Smaller restaurants that cannot afford their own delivery network now get more traffic without taking on the burden of logistics. As a result, Swiggy creates a win-win for both the platform and its partners.
Positive Customer Feedback and User Experience
Early feedback for the ₹99 Store has been positive. Users appreciate the transparent pricing, free delivery, and the variety of options available under one section. The store interface features a simple layout with filters by cuisine and prep time, making it easy for users to make a quick choice.
The meals arrive in secure packaging, and the delivery times match regular Swiggy standards, thanks to the Eco Saver system. Users also enjoy a consistent experience, as the dishes come from verified partners who follow Swiggy’s hygiene and quality guidelines.
In addition, many users find the ₹99 Store ideal for quick snacks, solo meals, or evening bites when they don’t want to cook or spend heavily.
What Lies Ahead
Swiggy will likely expand the ₹99 Store even further. The next phase may include:
- Breakfast combos under ₹99
- Limited-time seasonal offers
- Combo deals with beverages
- Partnerships with grocery and FMCG brands for bundled offers
Swiggy also has the opportunity to leverage AI-driven recommendations to personalize the ₹99 Store for each user based on order history, time of day, and dietary preference.
As the food tech space grows more competitive, Swiggy’s focus on affordability and scale sets it apart. While premium dining and gourmet meals still have their place, mass adoption in India depends on accessibility—and that’s exactly what the ₹99 Store delivers.
Conclusion
Swiggy’s ₹99 Store blends affordability, speed, and variety to meet the changing needs of Indian consumers. In a time when budgets are tight and expectations remain high, this move helps Swiggy stay relevant and reach deeper into the country’s diverse food culture. With a strong value proposition and nationwide reach, Swiggy has created not just a product, but a strategy that could shape the future of online food delivery in India.
Also Read – Emerging Startup Hubs in Tier-2 and Tier-3 Cities