Swiggy Launches ‘Toing’ App in Pune to Target Price-Conscious Students and Young Professionals

Swiggy, India's popular food ordering platform, has made a revolutionary move by introducing a brand-new independent app named 'Toing', designed specifically for price-conscious customers. The initiative is targeting students and young working professionals in Pune who are looking for economical, delicious meal choices without digging a hole in their pocket. With an increasing need for affordable food ordering services, Toing is expected to make a huge difference in the competitive market.

Value Meals for the Conscious Collector

As per reports, Toing provides mini meals, burgers, sandwiches, cakes, and sweets, all strategically selected to remain within the Rs 100-150 bracket. Flash sales below Rs 99 are also a part of the app's USP, which makes it appealing to those who have less disposable income. In contrast to the primary Swiggy app, which has a platform charge of Rs 14.99, Toing has a lower charge of only Rs 12, adding to the affordability of the service.

This initiative is especially significant for students and young corporate professionals in Pune, who are mostly in a tight spot with very little time and money for wholesome meals. The presence of affordable meals through a committed platform is testament to Swiggy's realization of new consumer patterns in India's fast-changing food delivery sector.

Why Pune Was Selected for the Pilot

Interestingly, Swiggy has chosen to pilot this new business in Pune rather than its home base of Bengaluru. Industry insiders indicate that Pune was chosen due to its large student population and young working population, which offers a comparatively underpenetrated market in comparison to Bengaluru. The app is live in chosen areas like Kothrud, Hinjewadi, Wakad, Aundh, and Pimple Saudagar—areas familiar with educational institutes and tech parks.

This strategic decision emphasizes Swiggy's attempt to acquire a new market by providing value-oriented services where competition and market density are comparatively low.

A Shift Towards Super-Brands Strategy

'Toing' is Swiggy's seventh independent app, following the likes of Instamart, Snacc, Dineout, Crew, and Pyng. This release represents a major change in Swiggy's strategy overall from running a super-app that had all services under one roof to a super-brands approach, with every service being provided as a specific app.

This approach allows Swiggy to target narrower customer segments even more sharply and customize the user experience to suit. For Toing, this translates into a glossy interface, exclusive flash sales, and a green and pink color scheme that appeals to the younger crowd, differentiating it from Swiggy's conservative orange brand.

Increasing Market Competition

The timing of Toing's release is no accident. The food delivery market is facing heightening competition, particularly in the value meal space. Among Toing's immediate competitors is Rapido's Ownly app, which is focused on the same demographic with value-conscious meal delivery options.

Interestingly enough, reports indicate that Swiggy is selling its 12% stake in Rapido for as much as Rs 2,500 crore, which marks a cautious move to focus exclusively on independent growth strategies such as Toing.

Impressive Growth in Food Delivery Business

Swiggy's move to increase its portfolio follows on the heels of strong growth in its food delivery business. Based on company statements, monthly transacting users increased from 14 million in Q1FY25 to 16.3 million in Q1FY26. This reveals strong user activity and increasing demand for food delivery offerings in India.

Moreover, Swiggy has previously introduced a Rs 99 store in 175 cities, providing dishes at Rs 49-149, which also highlights its focus on cheap food delivery.

The Toing app is already downloadable on the App Store and Play Store, which allows a large number of consumers to use its services at their convenience. With an updated UI design and a strong emphasis on pricing, Toing is likely to attract the student population and young working professionals in search of instant affordable food.