Swiggy's budget-friendly 99 Store, a dedicated section for affordable food options, has significantly broadened its reach, now serving over 500 cities across India. Launched in July 2025, the service has quickly become a cornerstone of Swiggy's offerings, currently responsible for one in every seven food orders placed on the platform.
Expanding Access to Affordable Food
The 99 Store was designed to cater to value-conscious consumers, providing familiar meals and snacks at highly competitive price points. With more than 1.8 lakh restaurant partners participating within its first year, the initiative highlights a growing demand for economical food delivery across Tier-1, Tier-2, and Tier-3 cities.
What Can Consumers Order?
- Price Tiers: The store offers curated food items and meals at ₹49, ₹79, and ₹99.
- Free Delivery: Orders exceeding ₹49 are eligible for free delivery under this offering.
- Diverse Selection: Options include various bowls, thalis, South Indian breakfast items, burgers, pizzas, beverages, chaats, and other snacks.
- QSR Integration: Consumers can also find products from major Quick Service Restaurant (QSR) chains like Burger King, McDonald’s, KFC, Domino’s Pizza, and Taco Bell, alongside numerous local and regional food brands.
This diverse selection ensures that the affordable options are not limited to specific cuisines or restaurant categories, making it easier for users to discover lower-priced meals without sifting through the entire food-delivery catalog.
Significant Growth and Market Impact
Swiggy reports that monthly orders through the 99 Store have grown 2.4 times over the past year. This surge indicates that affordability is a major factor influencing ordering frequency and is successfully converting users who previously ordered food online only for special occasions into more regular customers.
Sidharth Bhakoo, Chief Business Officer, Swiggy Food Marketplace, stated, “Across India’s Tier-1, 2 and 3 cities, there is a huge base of value-conscious consumers, from students to working professionals, seeking affordable, high-quality food and meal options. The 99 Store was purpose-built for these affordability-first users, successfully converting users who previously only ordered food online for special occasions into regular customers.”
Bhakoo emphasized the phenomenal response and the commitment to further expanding the partner network and assortment of choices for 99 Store customers. The initiative has proven beneficial not only for consumers but also for restaurant partners, driving new customer acquisition and fostering higher retention rates.
Implications for Everyday Food Ordering
The rapid growth of the 99 Store suggests a significant shift in consumer behavior, with price becoming an increasingly important determinant in the frequency of food-delivery platform usage. Its widespread presence also democratizes access to affordability-focused food options, extending beyond major metropolitan areas.
While the advertised price points are attractive, consumers are advised to review the final checkout amount carefully. Additional charges such as taxes and selected add-ons can affect the total bill, so a thorough check is recommended to ensure the order represents the best value.