New Delhi, Sept. 19 -- Rapido's entry into India's food delivery market through its new platform, Ownly, is expected to add short-term pricing pressure for incumbents Swiggy and Eternal, but the impact on their long-term growth and profitability is likely to remain limited, according to brokerage firm Nirmal Bang.

Ownly is currently live in select Bengaluru neighborhoods such as Koramangala and HSR Layout. The platform is differentiating itself primarily through aggressive pricing. A comparative analysis by Nirmal Bang showed that while menu prices were often on par with rivals, Ownly offered meaningful discounts at the final order value level.

As per the brokerage's analysis, effective order values on Ownly were 17% - 49% lower than Sw...