Swiggy, one of India's major online food delivery platforms, has recently launched its '99 Store', a new initiative designed to offer budget-friendly meal options across more than 175 cities in India. This strategic move aims to enhance food accessibility and cater to the needs of price-conscious consumers, particularly Gen Z, by providing single-serve meals at a flat price of ₹99.

The '99 Store' is fully integrated into the Swiggy app and features a streamlined, dish-forward layout that highlights top-selling items, making it easier for users to discover and navigate the menu. The curated menu includes a diverse range of cuisines such as rolls, burgers, biryani, and North and South Indian dishes, ensuring that affordability doesn't compromise choice or taste.

A key component of the '99 Store' is the free delivery option available through Swiggy's 'Eco Saver' delivery mode. This mode groups multiple orders together to reduce the number of trips, thereby lowering delivery costs and enabling Swiggy to offer free delivery on all ₹99 orders. This initiative is particularly appealing to younger customers and those on a budget, for whom delivery fees can be a significant barrier.

Rohit Kapoor, CEO of Swiggy Food Marketplace, emphasized that the '99 Store' is more than just a price point; it's a promise that good food can be both affordable and accessible. He noted that this initiative is designed to ensure that daily meals don't strain consumers' wallets and that Swiggy is committed to working closely with restaurant partners and delivery teams to maintain affordability without sacrificing quality.

The launch of the '99 Store' comes at a time when the food delivery market is evolving, with increased competition and a growing focus on value. Rapido, in which Swiggy is an investor, is also preparing to launch its food delivery service, Ownly, with a similar focus on affordability. This competitive landscape underscores the importance of Swiggy's move to cater to price-sensitive customers and expand its user base.

Swiggy's '99 Store' not only provides affordable meal options but also aims to solidify its position as a daily-use platform. By offering a wide variety of cuisines at a fixed price with free delivery, Swiggy is enhancing its brand perception as an accessible and customer-centric platform, which can foster long-term brand loyalty among digital natives. This initiative reflects Swiggy's understanding of the economic realities and purchasing behaviors of younger consumers, making it a compelling value proposition in the online food delivery market.

In addition to benefiting consumers, the '99 Store' also supports Swiggy's restaurant partners by increasing order volumes and providing them with a platform to reach a broader customer base. By working closely with these partners, Swiggy ensures that the meals offered through the '99 Store' maintain quality and variety, reinforcing the value proposition for both consumers and restaurants.