New Delhi: As food delivery prices continue to climb and convenience comes at a premium, Indian consumers appear to be hunting for cheaper meals online. Food delivery platform Swiggy says its affordability-focused 99 Store now accounts for one in every seven orders placed on the platform, underscoring growing demand for low-cost food delivery options.
The company on 13 August said that the offering, launched in July 2025, has expanded to more than 500 cities and now works with over 1.8 lakh restaurant partners across the country.
The 99 Store section on the Swiggy app offers select food items priced at Rs 49, 79 and 99, with orders above 49 qualifying for free delivery. The service features offerings from major chains such as McDonald’s, Burger King, KFC, Domino’s Pizza and Taco Bell, alongside local restaurants.
In a press release, Swiggy shared that monthly orders through the 99 Store have grown 2.4 times since its launch. The company added that it has helped attract value-conscious consumers, including students and working professionals, who may otherwise order food online only occasionally.
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Pocket-friendly premium food
The popularity of budget-friendly options comes at a time when inflation and rising living costs have made affordability a key factor in consumer spending decisions.
Food delivery platforms have increasingly experimented with lower-priced offerings and discounts to attract customers beyond metro cities. Swiggy has seen uptake across Tier-1, Tier-2 and Tier-3 cities. Among the most popular categories on the platform are bowls and thalis, South Indian breakfast items, burgers, pizzas, beverages and chaat.
Sidharth Bhakoo, chief business officer of Swiggy Food Marketplace, said that the initiative was designed for affordability-first users and has helped convert occasional customers into regulars of food delivery services.
The company also claimed that restaurant partners have benefited from the programme by reaching customers they might not otherwise have served. According to Swiggy, users who place their first order through the 99 Store show higher retention rates compared to the broader platform average.
Affordability is emerging as a key battleground in India’s food delivery market, with platforms betting that cheaper meals can drive more frequent orders, especially in smaller cities. Swiggy said it plans to expand the 99 Store’s restaurant network and offerings as demand for budget-friendly food grows.
(Edited by Insha Jalil Waziri)