Key Points:
Swiggy has introduced Toing, a value-driven food delivery app in Pune.
Pricing is between ₹100–₹150, and there is free delivery on orders over ₹99 with an additional ₹12 platform cost.
As opposed to cloud kitchen offerings, Toing collaborates with neighborhood eateries to provide cheap, good meals.
Key Background :
Swiggy has continued to build its portfolio to cater to various consumer segments in India’s expanding food delivery space. Its main app targets normal users, Instamart targets instant grocery delivery, Snacc targets ultra-fast snack wants, and Toing is the company’s latest foray into the low-cost meal space, targeting students and young professionals looking for everyday value.
Pune was chosen for the pilot due to its high student population and sizable community of early-career professionals, both price-sensitive groups. Starting in core areas like Hinjewadi and Kothrud enables Swiggy to test demand patterns, delivery efficiency, and the scalability of this model to other Indian cities.
The pricing strategy is also thoughtfully designed to be appealing: items in the ₹100–₹150 price range, free delivery offers, and a uniform platform fee of ₹12. By procuring from local restaurants rather than cloud kitchens, Toing keeps operational overhead low while supporting local eateries, further consistent with Swiggy’s drive for sustainable partnerships.
The competitive environment also accounts for the Swiggy move. India is extremely competitive in food delivery with competitors encroaching on Swiggy’s turf in lower-cost segments and trying out new formats. Swiggy itself has its own “99 Store” within its core app offering meal bundles at affordable prices in 175 cities. Toing takes this strategy but in a standalone app with more established brand positioning on affordability.
On top of the industry’s churn, Swiggy has reportedly considered selling its stake in Rapido for about ₹2,500 crore that would release funds for core business growth. Such changes suggest the firm is honing its attention on food delivery innovation, where price and differentiation are critical to customer stickiness.
In summary, Toing emphasizes Swiggy’s approach of customizing to suit various consumer requirements in order to remain competitive in India’s rapidly changing and price-conscious food delivery industry.
About the Author
Abhishek Roy
Abhishek Roy is a Managing Editor at Business Minds Media India.