ARTICLE AD BOX
New Delhi: The fast-paced Indian commerce market is evolving at a rate that can alter business models in just a few weeks. While companies often talk about sustainable growth and disciplined pricing, customer expectations tell a different story. Even a clear plan can easily be tested in a market that is convenient and on the discount.
It appears to be the same with Rapido’s fast commerce platform, Ownly.
Ownly, which had promised “no discounts” in its initial weeks, has started offering discounts to customers less than a month after its launch. It is an early shift in the strategy as Rapido aims to make a mark on the established players like Blinkit, Zepto, Swiggy Instamart and Flipkart Minutes.
Ownly came into the market with a different approach, one that didn’t rely on discounts to attract customers as has been the norm in the quick commerce space. Rather, it was about clear pricing and efficiency in operations, indicating that it was looking to develop a more sustainable business without resorting to aggressive offers.
However, strategies are formed in the market.
Ownly is now giving a flat 25% discount to its Bengaluru customers, according to reports. Meanwhile, the company has maintained its no-commission approach to restaurant partners. It also has not charged any platform and packaging charges and has temporarily eliminated its ₹30 delivery charge. Rapido is reportedly covering these discounts, rather than forcing restaurants to pay for them.
There’s a cost to that choice. As Ownly starts spending more on promotions to lure new customers, industry estimates suggest that the cash burn per order could go up from around ₹110 to ₹130-140.
The rapidity of the change is what is striking. The platform is still new to the market but has already had to adjust to the harsh realities of the competitive Indian consumer market. The acquisition of customers is just as critical as pricing discipline for newer players.
Ownly is one of the many efforts by Rapido to diversify from ride-hailing. The Bengaluru-based firm, started by Aravind Sanka, Pavan Guntupalli and Rishikesh SR, has gradually expanded its operations from bike taxis to auto services, cab bookings, logistics and now quick commerce.
The platform is already processing more than 10,000 orders a day in Bengaluru, according to industry sources. Rapido is also planning to launch Ownly in Pune with a pilot set to start by the end of July or early August in select pin codes.
The company comes into this expansion with a lot of benefits that many startups would wish to have. According to Sensor Tower data, the average monthly active users (MAUs) of Rapido were around 82 million during the March-May 2026 period, compared to Blinkit, Swiggy, Zomato and Zepto. This existing customer base is expected to accelerate the company’s commerce growth.
Rapido has also improved its finances in recent months. In May 2026, it raised $240 million in a funding round led by Prosus, with participation from WestBridge and Accel, valuing the company at around $3 billion. It also generated revenue of over ₹1,000 crore in FY25 and cut its net loss by almost 30% to ₹258 crore.
Ownly’s early pivot is a reflection of the fast-paced nature of the commerce business in India in many ways. Even if they take a different route, consumers will look at the price on several apps before ordering, making discounts hard to pass up.
It’s too early to say whether this will be a permanent approach or a short-term customer acquisition tactic. The challenge for Rapido will be to grow and remain profitable as they expand to new cities. With the competition growing, service, efficiency and customer loyalty could be just as important as the discounts themselves.
English (US) ·