Roughly 90% of Indians have never used food delivery, according to Rohit Kapoor, CEO of Swiggy's Food Marketplace business. For Swiggy, bringing these consumers into the market represents a bigger growth opportunity than getting existing customers to order more frequently.

Speaking at YourStory's TechSparks 2026 in Bengaluru, Kapoor said affordability would be central to expanding the market, alongside changing consumption habits and demand from younger Indians. "My vote is new consumers," he said when asked whether future growth would come from attracting new customers or increasing order frequency among existing users.

Kapoor argued that India is increasingly equal in terms of digital access but remains unequal in purchasing power. Consumers in smaller towns can access much of the same digital content as those in metropolitan cities, but their discretionary incomes differ considerably. 

"India fundamentally, I believe, is digitally equalized and financially unequal," he said. That makes affordability an important part of Swiggy's growth strategy. Kapoor pointed to Toing, its budget-focused food-delivery app, as an example of how the company is trying to reach consumers who are new to ordering food online or do so infrequently. 

"The simple idea is, if you're a new consumer, if you're a low-frequency consumer, you shouldn't be thinking too much about ordering food online. It's everyday low pricing. It's intuitive," he said. Kapoor added that Swiggy was encouraged by Toing's early traction, particularly among consumers who ordered less frequently through its main platform.

5", the expanding urban areas beyond established city centres. Geographic expansion is no longer a major operational hurdle for Swiggy, he said.

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