Priyanka Tiwari
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Suspense crime, Digital Desk : Ride-hailing giant Rapido has officially thrown its hat into the fiercely competitive food delivery ring with the launch of "Ownly." The new platform is built on a disruptive, zero-commission model designed to empower small restaurants and cater to the price-sensitive consumers of "Bharat" (Tier-II and Tier-III cities).
This strategic move positions Ownly as a direct challenger to the established duopoly of Zomato and Swiggy, aiming to solve the biggest pain point for restaurants: high commission fees.
The Zero-Commission Promise
Unlike existing platforms that charge restaurants commissions ranging from 25-30% per order, Ownly operates on a completely different framework. Restaurants on the Ownly platform do not pay any commission. Instead, the model is built on two key principles:
Offline Price Parity: Restaurants are required to list their food items at the exact same price as their offline, in-store menu. This ensures transparency and builds trust with customers, who will no longer have to pay inflated online prices.
Nominal Subscription Fee: In lieu of commission, restaurants pay a small subscription fee to be listed on the platform and gain access to Rapido's vast customer base and delivery fleet.
"This is not a discount-led model; it is a value-led model," explained Pavan Guntupalli, co-founder of Rapido. The goal is to create a sustainable ecosystem where restaurants can thrive without sacrificing their profit margins.
Focus on Affordability and 'Bharat'
Ownly is not just about changing the business model; it's also about targeting a different segment of the market. The platform is heavily focused on meals priced below Rs 150, catering to the daily needs of a large consumer base in smaller Indian cities.
By leveraging its existing network of over 1.5 million bike-taxi drivers, Rapido can ensure efficient and cost-effective last-mile delivery, a crucial component for success in the hyperlocal space. The service has already been launched in 60-70 cities and plans to expand to over 100 cities by the end of the year.
This initiative provides a much-needed alternative for thousands of small and medium-sized restaurants that have struggled with the high costs associated with major food aggregators. By offering a level playing field and a focus on value, Rapido's Ownly aims to fundamentally change the dynamics of food delivery in India.
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