India’s ride-hailing unicorn, Rapido, is making a bold move into the competitive online food delivery market with its newly launched platform, Ownly. Positioned as a zero-commission food delivery app, Ownly is aiming to disrupt the duopoly of Swiggy and Zomato by offering a more sustainable and affordable model for both restaurants and consumers.
Ownly: A Game-Changer for Restaurants
Unlike its established rivals, Ownly’s standout promise lies in its zero-commission policy. According to internal details accessed by Inc42, the platform is pitching this model aggressively to restaurant partners. Traditional food delivery platforms like Zomato and Swiggy often charge restaurants commissions ranging from 20% to 30%, in addition to platform fees and packaging costs, which significantly eat into the profit margins of small and medium-sized food outlets.
With Ownly, Rapido is removing these cost barriers, allowing restaurants to retain more revenue. This could lead to increased participation from budget-friendly eateries and local vendors who have long found it difficult to operate profitably on high-commission platforms.
A Customer-Centric Approach
Ownly’s value proposition doesn’t end with restaurateurs. For end-users, the platform is promoting a no-hidden-cost pricing strategy. This means that the price displayed on the app will be the final price paid by the customer — with no platform fee, no packaging fee, and no surge pricing. This move addresses one of the most common consumer complaints about existing food delivery services: the unexpected inflation of prices during checkout.
Additionally, Ownly is encouraging its restaurant partners to offer meals under INR 150, thereby tapping into the price-sensitive Indian market. With affordable meal options and transparent pricing, Rapido is clearly aiming to attract the vast middle-class and student demographics that often shy away from premium-priced food delivery services.
Strategic Expansion Beyond Ride-Hailing
Rapido, which already commands a significant presence in the bike taxi and auto ride-hailing segments, is now diversifying its portfolio with Ownly. The strategic shift comes at a time when Swiggy and Zomato are tightening their hold on the market but also facing criticism over their pricing models and treatment of restaurant partners.
The entry of Rapido’s Ownly could shake up the landscape by injecting competition that benefits both vendors and customers. If successful, this model could redefine how food delivery operates in India, forcing incumbents to reconsider their fee-heavy approaches.
Final Thoughts
With Ownly, Rapido is not just launching another food delivery app; it’s introducing a fundamentally different approach that prioritizes transparency, affordability, and vendor empowerment. While it remains to be seen how the market will respond and whether the zero-commission model is sustainable at scale, the entry of Ownly adds a fresh, consumer-first perspective to the food tech space.
As the battle for India’s food delivery market heats up, Rapido’s bold new move with Ownly could be the disruption that shakes up the status quo.
