Swiggy Launches ‘99 Store’ to Attract Gen Z and Budget Foodies
As a strategic attempt to win over Gen Z shoppers, students, and price-conscious foodies, India’s leading food delivery brand Swiggy has launched its newest value-driven offering — the ’99 Store.’ The new category, with a range of single-serve offerings priced between Rs 49 and Rs 149, has already rolled out across over 175 cities across the country, including big metros such as Bengaluru, Delhi, and Mumbai.
The introduction of the ‘99 Store’ comes at a time when the battle for India’s cost-sensitive food delivery market is heating up once again. Demand for everyday affordable meals has grown sharply as consumers tighten their discretionary spending amidst rising inflation and economic uncertainty. The youth, who make up a sizable chunk of India’s app-based food ordering population, have been vocal about the need for fuss-free, reasonably priced options that don’t compromise on taste or convenience.
Swiggy’s answer is a carefully crafted line-up of crowd favorites such as rolls, biryanis, thalis, momos, wraps, snacks, and desserts, all at flat, pocket-friendly price points. The company has also bundled attractive delivery perks into the offering — orders above Rs 99 qualify for free delivery when users opt for the ‘Eco Saver’ mode, which groups multiple orders within the same area to make deliveries more efficient and reduce costs for both customers and delivery partners. Previously, Swiggy users could only access free delivery through its paid loyalty programme, Swiggy One, for orders above Rs 199.
“The 99 Store is our way of making sure daily meals don’t burn a hole in your wallet,” said Rohit Kapoor, CEO of Swiggy Food Marketplace. “Whether you’re on a college budget or just looking for a fuss-free lunch, this is Swiggy’s most value-driven offering yet.”
Swiggy has forged partnerships with an extensive network of local eateries and popular quick-service restaurant (QSR) chains to bring this vision to life. Customers can find Rs 99 or lower deals from trusted names like KFC, Pizza Hut, La Pino’z Pizza, and Taco Bell alongside local favorites — giving diners a mix of familiar brands and hidden gems. The platform’s intuitive, dish-first browsing layout for the ‘99 Store’ has been designed to drive impulse purchases, especially among younger users who prioritize variety and speed when deciding what to eat. The launch is also a pre-emptive move to guard Swiggy’s market share as new players eye the value-meal segment. Interestingly, one such contender is Rapido — the bike taxi app partly backed by Swiggy itself — which is gearing up to launch its own budget-focused food delivery app, ‘Ownly’, in Bengaluru within the next 8–10 days. According to reports, Rapido’s new service will test the waters in popular neighborhoods like Koramangala, HSR Layout, and Sarjapur, with a clear focus on affordability. Restaurant partners have been asked to list multiple items under Rs 150 to lure budget-conscious diners and directly challenge the dominance of both Swiggy and Zomato in the daily meal segment.
For Swiggy, the new budget push is also about increasing order volumes from price-conscious consumers who might not have frequent high-value orders but account for gigantic potential in daily frequency of transactions. Targeting this segment, the company aims to increase repeat usage, retain delivery partners during slow periods, and develop greater brand loyalty among the next-gen app-first eaters.
In a market where India’s online food ordering space is expected to expand at a consistent double-digit rate, innovations such as the ’99 Store’ can enable Swiggy to remain competitive in the battle of affordability and size. For customers, it guarantees one thing more than anything: delicious, reliable meals that won’t drain your purse — for a last-minute study session at midnight, a fast office lunch, or a snack binge on a shoestring.
