Swiggy is launching a new food delivery app called Toing, aimed at price-conscious consumers and initially available in Pune. This marks a strategic shift from their usual test market, Bengaluru, due to Pune’s demographic profile, an active student population and a young workforce, offering greater growth opportunities. According to a source close to the development, Swiggy plans to limit Toing’s expansion in Pune to about four or five regions for now.
Toing specifically targets college students and young professionals with lower disposable incomes who still wish to order food from affordable eateries. The app will mainly list dishes priced between Rs 100 and Rs 150, similar to the Rs 99 store on Swiggy’s main app, but with a broader list of partnering restaurants. The app is live on the App Store and Play Store, but has not received an official comment from Swiggy.
Design-wise, Toing features a green and pink colour scheme. Its positioning puts it in direct competition with Rapido’s food delivery app, Ownly, especially since Swiggy is an investor in Rapido. This move coincides with Swiggy’s plan to sell its entire 12% stake in Rapido for up to Rs 2,500 crore, as part of its strategy to focus on its own growth avenues.
Swiggy also maintains multiple apps catering to different needs. Besides Toing, the company has launched separate apps for Crew (a concierge service), Pyng (professional booking), Instamart (quick commerce), Snacc (10-minute meals), and Dineout (dining out). This super-brands model aims to enhance consumer recall and improve cross-selling, moving away from a single superapp strategy.
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The launch of Toing aligns with Swiggy’s focus on expanding its user base through affordability. As of Q1FY26, Swiggy’s food delivery business had about 16.3 million monthly transacting users, a 16.4% increase from the previous year. Group CFO Rahul Bothra highlighted ongoing experimentation with affordability strategies, including the Rs 99 store, indicating strong growth momentum in this segment. Toing reflects Swiggy’s ambition to diversify its offerings, targeting a broader segment and increasing market share in the competitive food delivery space.
