Ownly by Rapido: Affordable Meals Under ₹150 to Shake Up India’s Food Delivery Market!
In a bold move to disrupt India’s $8 billion food delivery market, ride-hailing giant Rapido has launched Ownly, a zero-commission food delivery platform that promises to make meals more affordable and accessible for millions. With a pilot program kicking off in Bengaluru in late June 2025, Ownly is targeting price-sensitive consumers with a unique proposition: meals under ₹150 and transparent pricing that mirrors offline menus. Backed by a massive two-wheeler fleet and a mission to challenge the Swiggy–Zomato duopoly, Rapido’s entry could redefine how India orders food online.
A New Recipe for Food Delivery
India’s food delivery sector, dominated by Zomato and Swiggy with a combined 95% market share, has long been criticized for high commission fees, inflated online prices, and hidden charges. Restaurants often pay 20-30% per order to these platforms, forcing them to hike menu prices or cut margins to stay afloat. Consumers, meanwhile, face delivery fees, packaging costs, and surcharges that can inflate a ₹100 meal to nearly ₹150. Rapido’s Ownly aims to dismantle this model with a radical approach: zero commissions, no platform fees, and a commitment to “offline price = online price.”
Launched with the tagline “Every person should have the luxury of choice and the ability to order a reasonably priced meal,” Ownly mandates that partner restaurants offer at least four meal options under ₹150. This focus on affordability is designed to appeal to Bharat—the vast, price-conscious demographic in Tier 2 and Tier 3 cities—where online food delivery penetration remains low at 17.4% in 2025. By leveraging its network of over 2 million riders across 500 cities, Rapido is betting on high-volume, low-cost orders to capture this untapped market.
The Zero-Commission Advantage
At the heart of Ownly’s strategy is its zero-commission model, a stark departure from the industry norm. Instead of charging restaurants a percentage of each order, Rapido imposes a flat delivery fee: ₹25 for orders above ₹100 and ₹10 for smaller orders, with customers paying ₹20 for delivery on low-value orders. For orders exceeding ₹400, the fee rises to ₹50. These fees, significantly lower than the 16-30% commissions charged by competitors, translate to effective commission rates of 8-15%, offering restaurants much-needed breathing room.
Rapido also allows restaurants to use their own delivery fleets at no extra cost, a flexibility that could appeal to larger chains with existing logistics. For smaller eateries, Ownly taps into Rapido’s 4-million-ride-a-day network, ensuring quick deliveries during peak meal times. To further sweeten the deal, Rapido shares customer data with restaurants, enabling targeted marketing campaigns—a practice that contrasts with the data opacity of Zomato and Swiggy.
The platform’s commitment to price parity is another game-changer. Restaurants are barred from adding packaging charges or inflating online prices, ensuring that a ₹100 biryani costs the same whether ordered in-store or via Ownly (plus GST and delivery). This transparency not only benefits consumers but also addresses a long-standing grievance of restaurant owners, many of whom have accused incumbents of forcing price hikes to offset commissions.
A Strategic Partnership with NRAI
Rapido has partnered with the National Restaurant Association of India (NRAI), which represents over 50,000 eateries, to bolster Ownly’s reach. The non-exclusive partnership signals strong industry support, as restaurants seek alternatives to the high-cost models of Zomato and Swiggy. NRAI president Sagar Daryani emphasized the need for a “democratically viable” structure, noting that Ownly’s low-fee model could reduce total costs (including delivery and discounts) from 30% to nearly half.
Amit Bagga, CEO of Daryaganj Restaurants, hailed the initiative as a lifeline for small and independent eateries. “For mom-and-pop shops, high commissions are a death knell. Ownly’s model could let them compete without bleeding profits,” he told Business Standard. However, Bagga cautioned that Rapido’s success hinges on consistent rider availability and timely deliveries, especially during peak hours.
Challenges in a Cutthroat Market
While Ownly’s pitch is compelling, the food delivery market is notoriously unforgiving. Previous challengers like Uber Eats, Foodpanda, and Amazon Food failed to dent the Zomato-Swiggy duopoly, crippled by high operational costs and low average order values (AOVs). In 2024, Zomato’s AOV was ₹613, while Swiggy’s was ₹499, far above Ownly’s sub-₹150 focus. Analysts warn that Rapido’s low margins could strain its $5 million monthly cash burn, especially without the ability to reinvest in expansion.
Bernstein analysts, in a June 2025 report, noted that food delivery is “operationally intensive,” requiring negotiations with 200,000-300,000 restaurants to build supply. With only 10% of India’s gross order value coming from organized quick-service restaurants, Ownly must onboard thousands of small eateries to achieve scale—a logistical nightmare in a fragmented market. Moreover, Rapido’s reliance on cross-subsidized delivery costs, where it absorbs part of the expense, may not be sustainable long-term.
Another hurdle is consumer behavior. Zomato and Swiggy have built loyalty through discounts, loyalty programs, and quick-commerce offerings like Blinkit and Instamart. Ownly’s “earned visibility” model, which prioritizes restaurant ratings over paid ads, may struggle to compete with the aggressive marketing of incumbents. Posts on X reflect cautious optimism, with one user noting, “₹25-₹50 per order sounds great for restaurants, but will customers switch for cheaper meals if delivery isn’t as fast?”
Rapido’s Play for Bharat
Despite the challenges, Rapido’s strengths give Ownly a fighting chance. With 30 million monthly active users and a presence in 500 cities, Rapido has the scale to drive adoption. Its rider network, already optimized for ride-hailing, can handle meal deliveries during off-peak hours, boosting efficiency and rider earnings. The Bengaluru pilot, set to expand to other cities by mid-2026, will test Ownly’s ability to balance affordability with operational rigor.
Rapido’s long-term plan is to transition to a flat subscription fee for restaurants, similar to its ride-hailing model, while remaining commission-free. This software-as-a-service (SaaS) approach could generate predictable revenue, but only if Ownly achieves significant order volume. Industry observers estimate India’s food delivery market will hit $54.97 billion by 2025, with 363.4 million users by 2030, offering ample room for growth if Rapido can carve out a niche.
A David vs. Goliath Battle
Ownly’s entry comes at a time of growing discontent with Zomato and Swiggy. Small restaurant owners, like Vandit Malik of The Garlic Bread, have publicly decried the “unsustainable” commissions and ad spends required to stay visible on these platforms. The NRAI has also accused the duopoly of using restaurant data to launch competing private-label brands, prompting legal threats. Rapido’s transparent, restaurant-friendly model could capitalize on this frustration, but displacing entrenched giants will require flawless execution.
For consumers, Ownly promises a refreshing alternative: affordable meals, no hidden fees, and quick delivery powered by Rapido’s two-wheeler army. If successful, it could force Zomato and Swiggy to rethink their pricing strategies, sparking a price war that benefits both restaurants and customers. However, as one X post quipped, “Rapido’s Ownly sounds like a game-changer, but food delivery is a graveyard for startups. Can they outride the storm?”
As the Bengaluru pilot unfolds, all eyes are on Rapido to see if Ownly can deliver on its promise of affordable, transparent food delivery. In a market where convenience often comes at a premium, Rapido’s bet on Bharat’s price-conscious diners could just be the recipe for a revolution.
Last Updated on: Wednesday, June 11, 2025 4:23 pm by Charan Sai Reddy | Published by: Charan Sai Reddy on Wednesday, June 11, 2025 4:22 pm | News Categories: Finance, Business
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