Bengaluru, March 24 -- Rapido, the startup that used its street smarts to dominate India's bike-taxi market, is planning to replicate this success in the food-delivery space. By launching its food-delivery app, Ownly, the Bengaluru-based company is betting it can take the fight to Zomato Ltd and Swiggy Ltd using a subscription-based model.

Based on Mint's conversations with at least two Rapido executives, the company believes dissatisfaction has created space for a new challenger.

The startup's strategy is to tap into Indian consumers' growing frustration over 'sticker shock'-a melange of menu prices, platform fees, and delivery charges that can make a bill shoot up by 50% before checkout. Rapido's move relies on a simple thought: that ...