Synopsis- On 1 July 2025, Swiggy launched the 99 Store, a dedicated section in its app that contains single serve meals at just ₹99 and free delivery through eco saver mode. The feature is live in 175+ cities like Bengaluru, Delhi, Mumbai, Kolkata, Lucknow, Mysuru, Trivandrum and Patna. Targets daily users, especially Gen Z and price sensitive consumers. It serves to further strengthen the Swiggy value of affordable convenience.
What Is Swiggy’s 99 Store?
Swiggy’s new dedicated section, 99 store, on its food delivery app has created a buzz. Aimed in serving the customers who are in search of lower-priced everyday eats. The 99 Store, launched on 1st July 2025, offers food items at a flat ₹99 starting from breakfast, fast food, desserts to dinner.
This is not a time limited promotion but a permanent category meant to fulfill small sized, value oriented orders. The store combines the services of various restaurants both local restaurants and popular QSR chains like KFC, Pizza Hut, Taco Bell and La Pinoz. Swiggy also designs menus depending on the area, preference and popularity so that the consumers can have a meal, snacking, or combos without over spending. The 99 store is highlighted as follows:
- Most dishes are priced flat ₹99, Also offered in ₹29, ₹49 and ₹149 combos.
- Quick moving products like samosa, burger, momo, wrap, biryani, chaat, paratha, small thali, desserts, drinks and many more.
- Live across 175+ cities,including tier-1 and tier-2 locations.
- It was constructed using a dish first discovery design that makes the selection of dinners simpler depending on costs and mood.
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Target Audience
1. Gen Z and Young Millennials
- Students in college and young professionals.
- People who prefer quick and affordable food over cooking or going out.
- Often orders several times a week and is price-conscious regarding the cost of delivery as well as the minimum order amount.
2. Urban and Daily Wage Earners
- Individuals that stay in hostels, PGs, or shared flats.
- Workers in blue collars or field executives who look for quick meals under ₹100 during working hours.
3. Budget Conscious Consumers
- The individuals who do not make big orders yet make frequent snack/meal orders.
- Price-sensitive users of instant gratification.
Delivery Charges & Mechanics
- Free delivery charges for orders of ₹99 on opting eco saver delivery mode.
- Minimum order 99 is in line with the flat price menu, resulting in simplification of user experience.
- Standard paid delivery is also available at regular charges with the users who do not want to wait and may not want to share their delivery run
Competitor Landscape
- Zomato has a similar offer but not a dedicated section. It provides breakfast and other options under ₹99 during certain hours only
- Rapido’s Ownly pilot is ready to disrupt the market by providing meals at ₹100 – 150, with a zero-commission model
- Local cloud kitchens and QSRs can make value menus or collaborate with aggregators on their own.
- Magicpin is known for providing food at way lesser prices in their ₹9 deals
Stock Performance Since July 1, 2025
| Date | Closing Price (₹) |
| June 30 | 400.40 |
| July 1 | 393.45 |
| July 2–15 | 381–394 |
Final Thoughts
The 99 Store is another strategically aggressive step by Swiggy, aimed at the younger and more value-conscious audience with budget meals and free delivery. Besides filling a market gap, it increases Swiggy’s market presence and strengthens against strategies of competitors.
Written by Prajwal Hegde
