Bengaluru, 15 Apr, (CXO Media): Rapido has entered the food delivery segment with a new standalone app. The mobility startup has launched Ownly, a food delivery platform that operates on a zero-commission structure for restaurants, marking its first major expansion beyond ride-sharing services.
Zero Commission Model Targets Restaurant Costs
The company said the platform does not charge restaurants commissions or additional listing fees, a departure from the prevailing marketplace model used by major delivery firms. Instead, customers pay a delivery fee intended to cover logistics costs. The structure also requires price parity between online and offline menus, restricting restaurants from adding higher digital pricing or packaging surcharges.
Rapido developed the platform in collaboration with the National Restaurant Association of India (NRAI), which represents over 50,000 restaurants across the country. The partnership signals increasing pushback from restaurant groups over commission structures and pricing controls on established delivery platforms.
Pilot Launch Begins In Bengaluru Market
Ownly has been rolled out initially in Bengaluru, where the company is testing operations with select restaurants and food brands. Rapido said the city launch will be used to refine delivery operations, pricing consistency and order management systems before expanding into other Tier 1 and Tier 2 cities.
The rollout places Rapido in direct competition with dominant delivery platforms such as Swiggy and Zomato, both of which operate commission-based business models and hold a significant share of India’s online food delivery market.
Marketing Campaign Reflects Ongoing Pricing Debate
The launch is supported by a digital campaign built around satire, focusing on consumer complaints related to platform fees, price inflation and discount-driven pricing strategies. The campaign reflects wider tensions between delivery platforms and restaurants regarding pricing transparency and profitability.
Rapido, founded in 2015, expanded rapidly during the COVID-19 period as demand for bike-based ride-hailing grew. Its entry into food delivery indicates a broader strategy to diversify services within hyperlocal logistics, while testing alternative pricing models that could reshape competitive dynamics in the sector.
