Rapido, Flipkart, Swiggy, Zomato race for next 100 million users

India's food delivery market, long a duopoly of Swiggy and Zomato, is seeing new competition as Rapido's Ownly, Flipkart, and others target the next 100 million users. Ownly, a zero-commission platform, already holds 7% market share in Bengaluru with 40,000 daily orders. Flipkart is preparing an ONDC-powered launch, while Swiggy scales Toing and Zomato's Eternal pushes Bistro. Companies see underpenetration, with only 20-30 million of 200 million transacting users ordering food online, aiming for a 4-5x increase.