the approach to food delivery seems to be a natural extension of the company's core business, which primarily involves bike riders.

Aravind Sanka, Founder - Rapido and Ownly said, "Indian consumer habits are changing rapidly. Food ordering has become an integral part of everyday life across India, not just in metros but in Tier 2 and Tier 3 cities as well.

At Ownly, we see a strong opportunity to build a restaurant-first model that supports small and big partners to cater to the evolving needs of their customers.

We believe that transparency, honesty and fairness are key drivers of long term growth for the sector and hope that Ownly can enable more people to enjoy the convenience of ordering in."

The delivery service has been pivoted in India's very own silicon valley, the city of Bengaluru.

The business model of Ownly is unique, with the customer paying a small fee for delivery and no commisons paid per order to the platform by restaurants and eateries.

Instead, the businesses offer a small, fixed fee based on order value.

Editor's Note

Founder Aravind seems to have taken a leaf out of the hugely successful taxi-hailing models operated by players such as Red Taxi, Namma Yatri, etc.

The fixed fee model works primarily because there is no incremental cost to the restaurant players, which otherwise takes away their precious model.

The customer, in general, is always willing to pay for delivery charges - after all, they would have incurred the same, if not more cost if they had physically travelled to the eatery.

This model could be a game-changer in the duopoly market dominated by Zomato and Swiggy currently whose holy grail is the commission revenue from restaurants.