Swiggy and Zomato, the dominant players in India's foodtech sector, are encountering fresh competition from three new entrants: Rapido’s Ownly, Swish’s new marketplace Swish Go, and Flipkart’s food delivery service Eat In. Ownly currently handles around 50,000 orders daily in Bengaluru and recently expanded to Hyderabad. Swish, initially focused on quick food delivery, is now moving into restaurant aggregation with Swish Go. Flipkart is testing Eat In in Bengaluru, entering a market where consumers are already familiar with online food ordering, according to inc42.com.
The new players are targeting restaurants dissatisfied with the high commissions charged by Swiggy and Zomato. Ownly’s rapid growth to 50,000 daily orders in Bengaluru shows early traction, while Swish is leveraging its quick delivery experience to expand its marketplace offerings. Flipkart’s entry as an ecommerce giant adds significant scale and resources to the competition. However, onboarding restaurants is only part of the challenge; these startups must also build a loyal customer base to sustain growth, inc42.com reports.
The emergence of these competitors reflects a broader shift in the Indian food delivery market, where restaurants seek alternatives to the duopoly’s commission structures. Swiggy and Zomato have long maintained dominance through extensive restaurant networks and customer loyalty, but the new entrants’ focus on lower commissions and marketplace innovation could reshape the sector. This competition may pressure the incumbents to adjust their pricing and service models, according to inc42.com.
Ownly’s expansion into Hyderabad and its current order volume highlight the growing appetite for alternatives among restaurants and consumers. Swish’s pivot to restaurant aggregation and Flipkart’s pilot in Bengaluru underscore the intensifying battle for market share in Indian foodtech. The sector’s dynamics will become clearer as these new platforms scale their operations in the coming months, inc42.com states.