Ride-hailing giant Rapido is making its first significant move into food delivery with the launch of Ownly, debuting this week in Bengaluru’s Koramangala, HSR Layout, and BTM Layout. This expansion positions Rapido against industry leaders Zomato and Swiggy in India’s $8 billion food delivery market.
Zero-Commission Model
Ownly sets itself apart with a zero-commission promise for restaurants and offline-equivalent prices for customers. Restaurants will pay only a flat delivery fee — ₹25 for orders above ₹100 and ₹20 for smaller orders within a 4 km radius. Initially, Rapido will absorb these fees for customers, eliminating extra charges such as platform fees, packaging costs, and inflated menu prices.
Focus on Affordability
Rapido has committed to onboarding eateries that offer at least four meals priced at ₹150 or below. The idea is to cater to price-sensitive consumers who are deterred by the rising costs of ordering food online. This affordability-first approach is expected to appeal to a segment increasingly frustrated with high commissions and mark-ups from incumbents.
Strategic Use of Existing Network
With operations in over 500 cities, 4 million monthly rides, and 30 million active users, Rapido plans to leverage its existing bike taxi rider network to fulfil deliveries. This infrastructure advantage could enable rapid scaling if the Bengaluru pilot proves successful.
Industry Context and Competition
Zomato and Swiggy currently control 95% of the market, fulfilling more than 4.5 million deliveries daily. However, they have faced criticism from restaurant bodies like the National Restaurant Association of India (NRAI) over steep commissions and preferential treatment. Alternative platforms such as ONDC, Zepto Café, Blinkit’s Bistro, and Swish have tried to break the duopoly but have yet to reach meaningful scale.
Bengaluru as the Proving Ground
Rapido’s Bengaluru launch follows months of closed pilots and industry consultations. Success here could pave the way for a nationwide rollout, potentially reshaping online food delivery economics. However, past attempts by challengers — such as Coca-Cola-backed Thrive — show that breaking into this space is challenging without deep pockets and sustained consumer adoption.
