Food delivery giant Swiggy has launched a new standalone app called Toing, aimed at price-conscious consumers such as students and young professionals. The app, already live on the App Store and Play Store, offers meals primarily in the Rs 100–Rs 150 range.
Unlike most Swiggy pilots that typically begin in Bengaluru, Toing’s first rollout is in Pune. Industry observers point to the city’s demographics, a large student population and a young working-class base as key reasons for the choice. Bengaluru, meanwhile, is considered a saturated market for food delivery services. Sources said the app will initially operate in 4–5 regions of Pune, with gradual expansion possible depending on performance.
Targeting affordable meals
Toing will function independently of Swiggy’s main app and list eateries offering low-cost, everyday meals. The move builds on the success of Swiggy’s Rs 99 store but expands the offerings into a broader affordable-meals platform.
The positioning of Toing might be done to provide a direct competition to Rapido’s food delivery service – Ownly, which charges a flat Rs 25 commission from the restaurants
About Toing
Swiggy already has the main standalone app that has various verticals, such as DeskEats and 99Store, that let consumers order at affordable rates. Upon reviewing the app, we found out that the offerings, in Pune for now, come from regular restaurants that are available on the main app with no promises of quick delivery like Snacc. Food items ranging from Rs 99 to Rs 500 are being shown in the app.
Toing is Swiggy’s seventh standalone app as the company moves away from a “superapp” model. Other recent launches include Snacc, Instamart, Pyng, Crew, and Dineout. Analysts say the strategy is aimed at creating stronger brand recall for specific services rather than relying on cross-selling within a single platform. Swiggy’s leadership has indicated that affordability-focused initiatives like Toing are designed to expand its base of transacting users and drive order growth.