By Hanika Kashyap
Unlike Swiggy’s usual practice of testing new projects in Bengaluru, the company has chosen Pune for the debut of Toing. The food delivery major has introduced this standalone app to cater to budget-minded users, especially students and young working professionals. Available on both the App Store and Play Store, Toing features meals largely priced between Rs 100 and Rs 150.
Industry experts highlight Pune’s strong base of students and young professionals as the reason behind Swiggy’s choice of the city for Toing’s launch, with Bengaluru now seen as a saturated market for food delivery. Sources noted that the services will start with coverage in 4-5 areas of Pune, with scope for expansion depending on user response.
Toing will operate as a standalone app, separate from Swiggy’s primary platform, featuring restaurants that serve budget-friendly, daily meals. The initiative takes inspiration from the popularity of Swiggy’s 99 store but widens the scope into a more comprehensive, affordable-meals platform.
Industry watchers suggest that Toing’s positioning could be aimed at challenging Rapido’s food delivery arm, Ownly, which levies a fixed Rs 25 commission on partner restaurants.
Swiggy’s main app already exists and includes budget-friendly options like DeskEats and 99Store. In Pune, Toing lists everyday restaurants that are also available on the main app, but unlike Snacc, it doesn’t promise fast delivery. The app currently shows meal options priced between Rs 99 and Rs 500.
Toing’s marks Swiggy’s 7th independent app as the company continues to step back from its earlier “superapp” approach. Recent additions to this portfolio include Snacc, Instamart, Pyng, Crew, and Dineout. Experts believe the move is intended to strengthen brand visibility for individual services instead of depending on cross-selling within one platform.
Swiggy’s management has also emphasized that affordability-driven ventures like Toing are aimed at attracting more transacting customers and boosting overall order volumes.