Swiggy Debuts ‘Toing’ in Pune, a Fresh Take on Affordable Solo Meals
Swiggy Debuts ‘Toing’ in Pune, a Fresh Take on Affordable Solo Meals
A new name has entered the food delivery scene in Pune—Toing, Swiggy’s latest app tailored specifically for budget-conscious customers. Designed for those who want complete meals without burning a hole in their pockets, Toing is Swiggy’s bold step into the affordable-eats segment, directly challenging services like Zepto Cafe and Rapido’s Ownly.
Now live in key Pune neighbourhoods—Kothrud, Hinjewadi, Wakad, Aundh, and Pimple Saudagar—the standalone app is still in its testing phase. It offers one-person meals priced between ₹100 and ₹150, ideal for students and young professionals juggling work, studies, and tight daily budgets.
The focus, insiders say, is on simple yet satisfying food options that can be eaten at a desk or on the go. “The idea is to prioritise affordability above everything else,” shared a source close to the matter, who also noted that the menu excludes snacks. Instead, it includes mini meals, sandwiches, burgers, cakes, and desserts—all portioned for individual consumption.
Unlike Snacc, Swiggy’s other quick-service app for 10-minute, canteen-style food, Toing is about delivering proper, compact meals—without rushing into hyperfast delivery timelines. Also, it won’t clash with Swiggy’s existing ₹99 Store on the main app, even though the pricing philosophy is similar. Much like how Instamart eventually became a standalone brand, Toing is being built to function independently.
Interestingly, this marks the first time Swiggy is piloting a new app outside Bengaluru, its core market. Pune was chosen strategically for its high population of students and early-career professionals—people who seek value-for-money food delivery. “With Bengaluru now fairly saturated, Pune offered the right blend of demand and untapped potential,” the source added. For now, there are “no immediate plans to scale” beyond the current areas.
The app also carries a visual shift. Departing from Swiggy’s signature orange, Toing opts for a youthful green-and-pink theme—clearly an attempt to appeal to a younger audience that prefers vibrant, fresh-looking platforms.
On the competition front, Toing differentiates itself by partnering with actual restaurants instead of relying on cloud kitchens, a method used by rivals like Zepto Cafe. This not only adds variety to the offerings but also lends a sense of authenticity to the meals.
Meanwhile, Swiggy’s relationship with Rapido is undergoing changes. Following recent reports of Swiggy planning to divest its entire stake in Rapido for up to ₹2,500 crore, the timing of Toing’s launch is notable. It signals a clear intent from Swiggy to maintain its edge in the affordable food segment. “A lot of what we’re doing now is to make sure the competition doesn’t find easy openings,” Swiggy CEO Sriharsha Majety had remarked in the company’s latest earnings call. Swiggy’s stock price rose 1.13% to ₹424.80 on Monday, even as the Sensex dipped slightly by 0.15% to close at 81,785.74.
