Swiggy scales affordability formats to target India’s next 100 million food-delivery users
Swiggy is expanding Toing and 99 Store as lower-cost ordering options, with Toing now in 50 cities. The company says the format is bringing in new and reactivated users while reinforcing its marketplace model over micro-kitchens and zero-commission alternatives.
Swiggy is expanding affordability-led food delivery through Toing and 99 Store to acquire the next 100 million users. Toing now operates in 50 cities, while Swiggy argues marketplace economics are more scalable than micro-kitchens and zero-commission models.
Why this matters
The affordability push follows Bengaluru restaurants’ boycott threat over payout deductions and comes as Jefferies called Swiggy a high-risk quick-commerce bet. It also follows Q1 FY26 revenue growth of 54% alongside a wider ₹1,197 crore loss.
Retail-company signals are accelerating, up 217617% QoQ.