Swiggy has launched a new feature called the 'Rs 99 Store' across more than 175 cities in India, targeting Gen Z and price-conscious consumers. The offering includes single-serve meals priced at a flat rate of ₹99, with free delivery available under the 'eco saver' delivery mode. This initiative aims to provide quick-preparation dishes at an affordable price point, positioning Swiggy competitively in the crowded food delivery market. The move precedes competitors like Rapido entering the food delivery space. Swiggy co-founder Harsham Jalihal has reflected on the company's early days and strategic focus, emphasizing a business approach centered on function over form and aiming to build a Domino's-like layer over every restaurant to capitalize on the growing on-demand mobility trend.