Swiggy’s affordability-focused 99 Store has rapidly moved from an experimental food-delivery proposition to a significant contributor to the platform, with one in every seven food orders now coming through the offering. Launched in July 2025, 99 Store was designed to make food delivery more accessible to price-conscious consumers by offering meals and food items at ₹99 and other affordable price points.
The rapid adoption highlights a broader shift in India’s online food-delivery market, where affordability is becoming increasingly important as consumers become more sensitive to delivery charges, platform fees and overall meal costs. Swiggy said monthly orders through 99 Store have increased 2.4 times over the past year, while the offering has expanded to more than 1.8 lakh restaurant partners across over 500 cities. The development also shows how Swiggy is using targeted propositions to bring new customers into its food-delivery ecosystem and increase ordering frequency.
99 Store Now Accounts for One in Seven Orders
Swiggy said 99 Store now accounts for one in every seven food orders placed on its platform.
That translates to roughly 14.3% of Swiggy’s food-order volume, based on the company’s latest disclosure.
The figure is significant because the proposition was launched only in July 2025.
Over the following year, 99 Store has expanded its reach, restaurant network and customer base, suggesting that affordability can be a major driver of online food-ordering adoption.
| 99 Store Key Data | Latest Figure |
|---|---|
| Launch | July 2025 |
| Share of Swiggy food orders | ~1 in 7 |
| Implied order share | ~14.3% |
| Monthly orders growth | 2.4X in one year |
| Restaurant partners | 1.8 lakh+ |
| Cities | 500+ |
| Core proposition | Affordable meals |
| Key target customers | Value-conscious users |
The scale indicates that 99 Store has become much more than a small promotional category inside Swiggy’s app.
Monthly Orders Have Increased 2.4 Times
Swiggy said monthly orders through 99 Store have grown 2.4 times over the last year.
That means the monthly order volume is now approximately 140% higher than it was a year ago.
The growth is particularly notable given that the offering is designed around affordability rather than premiumisation.
Food-delivery companies have traditionally relied on increasing average order values and encouraging customers to order more expensive meals. 99 Store takes a different approach by attempting to increase the number of occasions on which consumers are willing to order online.
99 Store Growth
July 2025
99 Store launched
↓
First year
Restaurant and city coverage expanded
↓
2026
Monthly orders 2.4X higher
↓
Current
1 in 7 Swiggy food orders comes from 99 Store
The progression suggests that affordability is helping Swiggy expand beyond consumers who use food-delivery apps mainly for occasional purchases.
What Is Swiggy’s 99 Store?
99 Store is a curated offering inside Swiggy’s food-delivery marketplace that focuses on affordable meals.
The proposition was introduced as part of Swiggy’s broader effort to lower the entry barrier for food delivery.
Instead of relying primarily on discounts across the entire platform, Swiggy has created a dedicated selection of affordable meals and food options.
The model is intended to make the price proposition clearer to customers.
This can also help restaurants participate in a standardized affordability proposition while gaining access to customers who might otherwise avoid ordering online because of the total cost.
Why Is Affordability Becoming More Important?
Food delivery involves more than the price of the meal.
Consumers can also pay delivery charges, platform fees, packaging charges and membership costs depending on the order and their subscription status.
As these costs accumulate, ordering a relatively inexpensive meal online can become less attractive compared with eating at a restaurant, buying from a local outlet or preparing food at home.
Swiggy has therefore identified affordability as one of the biggest opportunities for expanding the food-delivery market.
The company has previously said that the total cost of service for users, including delivery fees, platform fees and membership costs, has remained in the range of 5-6% of average order value.
99 Store Targets a Wider Consumer Base
The proposition is designed to attract value-conscious consumers across India’s urban and emerging markets.
Swiggy specifically highlighted students and working professionals as important customer groups.
The company believes a large number of consumers may be interested in online food delivery but currently use it only for special occasions.
Lower-priced meals can potentially convert those occasional users into more frequent customers.
This is important because increasing order frequency can strengthen the economics of a food-delivery platform without requiring the company to acquire an entirely new customer for every order.
99 Store Has Reached More Than 500 Cities
The offering has expanded to more than 500 cities.
That geographic reach is significant because India’s food-delivery opportunity extends well beyond the largest metropolitan areas.
Tier-II and Tier-III cities have increasingly become important growth markets for digital consumer platforms.
Consumers in these markets can be more price-sensitive, making affordability-focused propositions particularly relevant.
Swiggy’s expansion of 99 Store into these cities therefore gives the company another way to increase penetration outside the largest urban centres.
Restaurant Network Crosses 1.8 Lakh
More than 1.8 lakh restaurant partners are now part of the 99 Store network.
A large restaurant network is critical because customers are unlikely to repeatedly use an affordability proposition if the available selection is too limited.
By expanding the number of participating restaurants, Swiggy can offer more cuisines, meal types and price points.
The network also gives restaurants an opportunity to reach consumers who are more sensitive to pricing.
| 99 Store Network | Scale |
|---|---|
| Restaurant partners | 1,80,000+ |
| Cities | 500+ |
| Monthly order growth | 2.4X |
| Order share | ~14.3% |
The combination of geographic and restaurant expansion is helping turn 99 Store into a substantial part of Swiggy’s food marketplace.
What Are Customers Ordering?
Swiggy said the most popular choices on 99 Store include bowls and thalis, South Indian breakfast, burgers and American food, pizzas, beverages, chaats and other snacks.
The variety is important because affordability does not necessarily mean consumers want a single type of meal.
Instead, customers are using the platform across different occasions.
Popular 99 Store Categories
- Bowls and thalis
- South Indian breakfast
- Burgers and American food
- Pizzas
- Beverages
- Chaats
- Snacks
- Healthy food options
This variety allows the proposition to compete across breakfast, lunch, evening snacks and dinner occasions.
Healthy Food Is Also Finding Demand
Swiggy said 99 Store has increasingly become a preferred destination for healthy food options.
That could help broaden the proposition beyond the traditional perception of low-priced fast food.
Affordable bowls, thalis and other meal formats can appeal to consumers looking for relatively balanced meals without paying premium prices.
This also gives restaurant partners opportunities to create affordable products around specific consumer needs.
99 Store Fits Into Swiggy’s Larger Affordability Strategy
99 Store is not Swiggy’s only attempt to address affordability.
The company has experimented with several propositions designed around different consumer needs.
These include 99 Store for affordable meals, Bolt for faster food delivery, Eat Right for health-focused food and Toing for affordable restaurant delivery.
Swiggy has described these propositions as part of a broader strategy to expand the food-delivery market by addressing different consumer missions.
| Swiggy Proposition | Primary Consumer Need |
|---|---|
| 99 Store | Affordability |
| Bolt | Speed |
| One BLCK | Premium convenience |
| Eat Right | Health-focused food |
| DeskEats | Workplace meals |
| Food on Train | Travel |
| Toing | Affordable restaurant delivery |
This approach allows Swiggy to target different customer segments rather than relying on one standardized food-delivery experience.
Bolt and 99 Store Are Already Major Volume Drivers
Swiggy’s latest shareholder communication shows how important these targeted offerings have become.
The company previously said that Bolt and 99 Store together accounted for well over one-fifth of food-delivery platform volumes.
In its Q4 FY26 shareholder letter, Swiggy said its food-delivery gross order value grew 22.6% year-on-year to ₹9,005 crore, while food-delivery monthly transacting users reached 18.3 million.
The company also said its food-delivery adjusted EBITDA reached ₹297 crore, with the margin rising to 3.3% of GOV.
Swiggy Food Delivery — Q4 FY26
| Metric | Q4 FY26 |
|---|---|
| Food delivery GOV | ₹9,005 Cr |
| YoY GOV growth | 22.6% |
| Monthly transacting users | 18.3 Mn |
| Adjusted EBITDA | ₹297 Cr |
| Adjusted EBITDA margin | 3.3% |
| Monthly restaurant partners | 275,400 |
These figures provide important context for the rise of 99 Store.
The proposition is growing within a food-delivery business that is itself expanding at a strong pace.
Affordability Could Increase Order Frequency
One of the biggest potential benefits of 99 Store is increased ordering frequency.
A consumer may hesitate to spend ₹300-₹400 on an online food order several times a week.
A lower-priced meal can make ordering more accessible for everyday occasions.
This can potentially create a larger addressable market for Swiggy.
Instead of competing only for discretionary restaurant orders, the platform can increasingly compete with alternatives such as office canteens, local restaurants, street food and home-cooked meals.
Swiggy Is Trying to Build Habit, Not Just Discounts
The distinction between discounting and affordability is important.
Traditional food-delivery discounts can encourage customers to place an order because of a temporary promotion.
Once the discount disappears, the customer may stop ordering.
Swiggy’s strategy with 99 Store is different.
The company is attempting to build a permanent value proposition around lower-priced meals.
If consumers begin to associate Swiggy with affordable everyday meals rather than only restaurant delivery, the platform could potentially generate more durable ordering habits.
The Strategy Could Help Restaurants Too
Swiggy says 99 Store is not only benefiting consumers but also restaurant partners.
Affordable meal offerings can help restaurants attract additional customers, particularly during periods when their kitchens have spare capacity.
Restaurants can also use the platform to promote specific meal formats designed around price-sensitive demand.
For Swiggy, increased restaurant participation strengthens the selection available to customers, creating a potential network effect.
More affordable options can attract more customers, which can encourage more restaurants to participate.
The Challenge Is Maintaining Restaurant Economics
However, affordability creates a difficult economic equation for restaurants.
A lower-priced meal leaves less room for restaurant margins after food costs, labour, packaging and delivery-related expenses.
Restaurants therefore need sufficient order volume to make the model viable.
Swiggy also needs to ensure that affordability does not rely excessively on platform-funded discounts.
The company has increasingly emphasized improving food-delivery economics through advertising revenue, greater order density and more disciplined discounting.
Food Delivery Is Becoming More Competitive
The growth of 99 Store comes at a time when competition in India’s food-delivery market is intensifying.
Swiggy and Zomato remain the dominant organized platforms, while new companies and specialized services are attempting to enter the market with alternative propositions.
Swiggy’s strategy is to defend its position by addressing specific consumer needs before competitors can establish themselves in those segments.
Affordability is particularly important because it can potentially unlock consumers who are not regular users of food-delivery platforms.
The Broader Market Is Moving Toward Value
The popularity of 99 Store reflects a wider trend in India’s consumer economy.
Consumers increasingly want convenience, but they also remain sensitive to prices.
This is particularly relevant as food-delivery charges, grocery prices and other household expenses affect discretionary spending.
For digital platforms, the challenge is therefore to deliver convenience without making the final price significantly higher than offline alternatives.
Swiggy’s 99 Store represents one attempt to solve that equation.
What It Means for Swiggy
The success of 99 Store could strengthen Swiggy’s core food-delivery business in several ways.
First, it can bring new customers onto the platform.
Second, it can increase order frequency among existing users.
Third, it can improve restaurant utilization.
Fourth, it can strengthen Swiggy’s competitive position against emerging affordability-focused platforms.
The model could therefore become an important part of Swiggy’s long-term food-delivery growth strategy.
Key Numbers at a Glance
1 in 7
Swiggy food orders now come through 99 Store
~14.3%
Implied share of total food orders
2.4X
Growth in monthly 99 Store orders over one year
1.8 lakh+
Restaurant partners
500+
Cities
July 2025
99 Store launch
₹9,005 Cr
Swiggy food-delivery GOV in Q4 FY26
18.3 Mn
Food-delivery monthly transacting users in Q4 FY26
₹297 Cr
Food-delivery adjusted EBITDA in Q4 FY26
3.3%
Food-delivery adjusted EBITDA margin
Looking Ahead
Swiggy’s 99 Store has quickly become a meaningful part of its food-delivery business, with one in every seven food orders now coming through the affordability-focused offering. Monthly orders have increased 2.4 times over the past year, while the network has expanded to more than 1.8 lakh restaurant partners across over 500 cities. The growth suggests that affordability is becoming an important tool for increasing food-delivery adoption among students, working professionals and consumers in Tier-II and Tier-III cities.
The bigger test will be whether Swiggy can turn low-priced ordering into a sustainable habit without relying heavily on discounts or putting excessive pressure on restaurant economics. If 99 Store continues to grow while maintaining healthy platform and partner economics, it could help Swiggy expand the overall food-delivery market rather than simply shifting existing orders between different price segments. The strategy also positions affordability alongside speed, health and convenience as one of the company’s key growth levers in India’s increasingly competitive food-delivery industry.
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