Swiggy launches 99 Store: Affordable Food Delivery in 175+ cities

Swiggy has launched '99 Store' within its store app. All the delicacies on the platform would be available for Rs 99, and that too with free delivery. The service is being provided through Eco Saver Mode. This facility is currently live in more than 175 cities. The target audience for the application is primarily high-frequency, price-conscious users belonging to Generation Z.

The 99 store will offer the instant made food items from several restaurants. This includes biryani, rolls, noodles, burge

rs cakes and regional dishes. The price of each dish is just Rs 99 and there would be no delivery charge if the order is placed on Eco Saver mode. The eco saver clubs all the deliveries within the region into one delivery. Rohit Kapoor who also happens to be the CEO of Swiggy's food marketplace said Rs 99 is not just a price, it is our promise to our customers and users. We have worked closely with restaurant partners and our delivery team to make daily meals affordable and convenient without compromising on quality.

Swiggy has kept the design of its 99 store on the model of "dish-forward". Bestsellers and popular dishes are to be shown on a priority basis. The company wants this store to become a reliable option for daily lunch and dinner for users. Amidst increasing competition and the challenge of user retention, this step could help Swiggy bring in more orders. 99 Store will target the users having zeal for small orders who often don't order due to budgetary constraints and additional delivery fees.

This will enable better utilization of the delivery fleet during non-peak hours. Restaurants will also get a chance to sell their high-margin items in larger quantities. This launch has come at a time when Rapido is also preparing to enter the food delivery market through its "OWNLY" app. Sriharsha Majety, Swiggy CEO, has said that they are keeping an eye on Rapido's entry and will move forward accordingly.