Food delivery service 'Ownly' by Rapido launches in Bengaluru officially
In the bustling food delivery market of India, a new player has entered the fray. Rapido, a ride-hailing platform known for its bike taxis, has launched a new app called Ownly, offering a potential game-changer in the industry.
Ownly distinguishes itself from market leaders Swiggy and Zomato primarily through a zero-commission or significantly lower commission model for restaurants combined with flat delivery fees for customers. This approach allows eateries to offer "offline prices" online, free from "hidden fees" associated with food aggregators.
Unlike traditional delivery platforms, Ownly follows a zero-commission approach. Rapido charges restaurants a fixed fee per order (around 8–15%) instead of the industry-standard 15–30% commission, promising a fairer and more sustainable approach. Customers pay a fixed fee of approximately Rs 25 for orders below Rs 400 and Rs 50 for higher-value orders, contrasting with Swiggy and Zomato’s variable or surge-based delivery fees.
Ownly is currently in beta in selective Bengaluru neighbourhoods such as Koramangala, BTM Layout, and HSR Layout. Leveraging Rapido’s existing network of 4 million riders for delivery logistics, the platform aims to scale rapidly.
The launch of Ownly comes amid a plateau and slowdown in India’s food delivery market, with incumbents under margin pressures and restaurants increasingly dissatisfied with high commissions. This creates an opportunity for Ownly to attract partners and customers.
Ownly targets price-sensitive consumers and small eateries that are squeezed by existing platforms’ high costs, aiming to shake up the entrenched Swiggy-Zomato duopoly. The app already features several popular brands such as Wow! Momo, Eatfit, Krispy Kreme, and Faasos.
However, Ownly is currently facing competition from well-funded incumbents in the food delivery market. Rapido, which was founded in 2015 as a bike taxi operator, has tested Ownly internally before launching it to the public. The delivery cost for orders within a four-kilometre radius on Ownly will be borne by the restaurants, potentially adding to the costs for small eateries.
The success of Ownly could challenge incumbents if it scales beyond its pilot phase in Bengaluru. Whether it will be able to survive and thrive in the competitive food delivery market remains to be seen.
- The emergence of Ownly in the food delivery market, endorsed by Rapido, brings a fresh perspective to banking, with a zero-commission model that could potentially disrupt the traditional finance sector.
- The embrace of decentralized finance (DEFIs) principles, such as Ownly's low-cost approach, could lead to a transformation in the lifestyle of both restaurants and customers, offering fairer deals and more sustainable business practices.
- As Ownly competes with market leaders like Swiggy and Zomato, it could signal a shift in the entertainment industry, where consumers may increasingly demand cost-effective services.
- The ongoing success of Ownly, leveraging technology for delivery logistics, could serve as a leading example in the banking and finance sector, demonstrating the potential of tech-oriented solutions for streamlining operations and reducing costs.
