Rapido Challenges Swiggy and Zomato, Launches ‘Ownly’ Food Delivery Service

Rapido, the Indian ride-hailing platform best known for its bike taxi service, is making a bold move into the food delivery market. The company has begun testing its new platform, Ownly, in Bengaluru, directly competing with industry leaders Swiggy and Zomato.

Beta Launch in Select Bengaluru Areas

Ownly is currently in beta testing and available in select localities, including:

• Byrasandra

• Tavarekere

• Madiwala (BTM Layout)

• Hosur Sarjapura Road (HSR Layout)

• Koramangala

According to Rapido co-founder and CEO Aravind Sanka, the service is being launched under Ctrlx Technologies, a wholly owned subsidiary of the company.

Swiggy’s Concern Over Rapido’s Move

Rapido’s entry into food delivery has already attracted the attention of rivals. The Mint reported that in a recent letter to shareholders, Swiggy indicated it would “re-evaluate” its investment in Rapido, citing a potential conflict of interest as the startup enters the same market segment.

Lower Prices as a Key Differentiator

Ownly’s unique selling point lies in its pricing strategy. The platform aims to offer food about 15% cheaper than Swiggy and Zomato by avoiding the high commission rates charged to restaurants.

While Swiggy and Zomato reportedly take up to 30% commission, Ownly operates on a fixed-fee-per-order model. This approach, pitched to restaurants as early as June, could make the platform more attractive to smaller eateries seeking higher margins.

Tight Delivery Zones for Faster Service

To further optimise operations, Rapido plans to limit delivery zones and show customers only nearby restaurants. This strategy reduces fuel costs, enables faster deliveries, and improves operational efficiency.

Menus will also be curated strategically to maximise profits without reducing restaurant visibility, according to an investor familiar with the company’s plans.

Leveraging Rapido’s Massive Fleet

Rapido plans to use its nationwide fleet of 10 million vehicles — including 5-6 million two-wheelers — for Ownly deliveries. The same network currently supports its bike taxi, auto rickshaw, courier, and cab services.

Interestingly, Rapido has previously handled deliveries for Swiggy, which has given it insights into peak demand patterns and popular restaurants. While the company is allowed to use this data, its agreement with Swiggy prohibits it from partnering with Zomato or other direct competitors.

Rapido’s Business Evolution

Founded in 2015, Rapido began as a bike taxi service and has since diversified into:

• Auto rickshaws

• Parcel delivery

• Third-party logistics

• Cab services

The company has also partnered with Taiwan’s Gogoro to introduce battery-swapping electric two-wheelers into its fleet — a move that could reduce operational costs and improve sustainability in food delivery.

Competitive Landscape and Future Plans

Rapido’s launch of Ownly positions it in direct competition with two of India’s most dominant food delivery players. Its lower-cost structure, efficient delivery model, and massive existing fleet give it the potential to quickly capture market share.

If successful in Bengaluru, Rapido could expand Ownly to other major cities, leveraging its existing logistics network and customer base.

Conclusion

Rapido’s entry into the food delivery sector marks a significant step in the company’s diversification strategy. With competitive pricing, tight delivery zones, and the backing of a large logistics fleet, Ownly could disrupt the duopoly of Swiggy and Zomato in India’s online food ordering market.