In a move that has sparked renewed debate over the affordability of food delivery, Zomato has reportedly increased its platform fee to ₹14.90 (inclusive of GST) in several key markets. Spotted by users on March 19–20, 2026, the new charge represents a significant jump from the ₹12 base fee seen during the 2025 festive season, marking a nearly 650% increase since the fee was first introduced at ₹2 in August 2023.
The Math Behind the Hike
While a few rupees may seem marginal to the individual consumer, the collective impact on Zomato’s revenue is immense.
- Incremental Revenue: With Zomato processing roughly 2.3 to 2.5 million orders per day, a ₹2.90 increase per order translates to nearly ₹7 crore in additional daily revenue.
- Annual Impact: If sustained across all major cities, this single line-item adjustment could add over ₹2,500 crore to Zomato’s annual adjusted EBITDA.
- The GST Factor: Unlike previous hikes that were often quoted “exclusive of GST,” the current ₹14.90 appears to be a consolidated “all-in” price, aimed at simplifying the checkout screen while still nudging the total higher.
Comparison: The Delivery Duopoly
Zomato’s move keeps it in lockstep with its primary rival, Swiggy, as both companies pivot from aggressive user acquisition to “unit-level profitability.”
| Platform | Platform Fee (March 2026) | Notes |
| Zomato | ₹14.90 | Applied to all users, including Gold members. |
| Swiggy | ₹15.00 | Recently hiked from ₹12 to ₹15 (incl. GST). |
| Magicpin | ₹10.00 | Positioning as the “value” alternative. |
| Rapido (Ownly) | ₹0.00 | Currently testing a “no-platform-fee” model in Bengaluru. |
Why the Fee Keeps Rising
Industry analysts point to a “triple squeeze” forcing the hands of food-tech giants:
- Quick Commerce Losses: While Zomato’s core food delivery is profitable, its quick-commerce arm (Blinkit) and Swiggy’s Instamart continue to require heavy subsidies to maintain 10-minute delivery promises.
- Operational Costs: Rising fuel prices—exacerbated by the Strait of Hormuz blockade—have increased the “delivery partner payout” expectations, forcing platforms to find revenue elsewhere.
- The “Boiling Frog” Strategy: By raising fees in small, ₹2–₹3 increments every few months, platforms are testing the “price elasticity” of Indian consumers. So far, order volumes have remained largely resilient despite the higher costs.
Consumer Backlash & “Gold” Fatigue
The hike has drawn sharp criticism on social media, particularly from Zomato Gold subscribers. Many users argue that the value of the “Free Delivery” benefit is being eroded by the rising “Platform Fee,” which remains mandatory regardless of membership status.
“I pay for Gold to save on delivery, but now the platform fee plus GST is almost the same as the old delivery charge,” wrote one user on X (formerly Twitter). “It feels like a subscription to pay more.”
