Swiggy has rolled out its latest standalone app ‘toing’ in select locations in Pune—targeting students, young professionals, and price-conscious Gen Z users. With meals largely under ₹150 and some options capped at ₹250, Toing is pitched as a value-first platform; the app builds on the success of Swiggy’s ‘99 Store’ feature and offers curated menus with streamlined ordering. The menu highlights comfort classics like burgers, biryanis, sandwiches, cakes, and more, promising rapid delivery and prices close to dine-in rates. Early numbers report over 500 downloads since its August 30 launch.
Why Separate App?
- Targeted Audience –
“toing” is meant for budget-conscious users (meals under ₹250). Keeping it separate helps them focus only on this segment without mixing it with premium Swiggy users. - User Experience –
The main Swiggy app already has restaurants, Instamart, Genie, Minis, and more. Adding ultra-low-cost meals there might clutter the interface. A new app keeps the experience clean and simple. - Brand Positioning –
Swiggy’s main app is associated with regular restaurant food, often pricier. By launching “Toing,” they create a new perception — affordable daily meals. - Testing & Experimentation –
A standalone app is easier to pilot, test, and scale. If it works, they may integrate or expand it later. - Retention & Loyalty –
Budget meal users are very different from regular Swiggy users. A dedicated app helps build loyalty with features, offers, and communication tailored only for them.
Zomato has also done similar separations in the past (like Zomato Everyday for home-style meals) , but they shut it down a few month ago.
Swiggy Doubling Down on Value Amid Fee, Tax Changes
Swiggy’s push into the budget meal segment follows a recent hike in platform fees—now at ₹15 per order, up from ₹12 in July—which aims to offset rising costs and anticipated regulatory tax impacts. From September 22, an additional 18% GST will apply to delivery fees, making orders up to ₹2.6 costlier for Swiggy customers. Combined with earlier price-conscious initiatives, such as the ‘99 Store’ and student discounts on subscriptions, Toing is designed to keep Swiggy’s ecosystem relevant as delivery costs rise for millions of Indian consumers.
Financials: Growth, But Profit Still Elusive
For Q1 FY26, Swiggy reported revenues of ₹5,048 crore—a 52% YoY surge—thanks largely to expanding food and quick commerce operations. However, losses widened to ₹1,197 crore, signaling ongoing high burn rates in quick commerce and new vertical launches. While core food delivery’s gross order value grew about 18% YoY, and EBITDA improved 15% to ₹212 crore, profitability remains a challenge amid relentless expansion, investments in dark stores, and aggressive promotions.
Read this: Zomato joins Swiggy in hiking Platform Fees ahead of festive season, Increased by 20%
Aggressive Expansion and Product Innovation
In FY25, food tech giant rolled out multiple new apps: Instamart (quick commerce), Snacc (snacking), Pyng, and now Toing, all aimed at new user segments and emerging markets. Instamart continues rapid expansion, adding over 300 new dark stores and competing head-to-head with Zepto and Blinkit for hyperlocal grocery delivery. Swiggy’s “Out of Home Consumption” business (corporate catering, events, bulk orders) also turned profitable in Q4 FY25, showcasing operational agility in new categories.
Competitive Context and the Road Ahead
With fresh competition from new apps like Rapido’s ‘Ownly,’ and Zomato ramping platform fees and quick commerce play, Swiggy is repositioning for wider reach and deeper retention, especially among India’s value-focused users. The pivot toward affordable meals, combined with fee management, diversified delivery models, and heavy quick commerce investments, reflects a foodtech giant adapting to regulatory, economic, and consumer shifts in a fiercely contested market.
Swiggy’s ‘Toing’ represents the brand’s latest gamble on affordability and growth—an experiment that, if successful in Pune, could become a cornerstone in India’s evolving food delivery landscape
