Flipkart Launches Food Delivery Service Eat In in Bengaluru
Flipkart has commenced trials for its food delivery service, Eat In, among its employees in Bengaluru. This move puts the e-commerce giant in closer competition with established players like Zomato and Swiggy.
Details of the Eat In Service
As reported by Moneycontrol, sources indicate that Eat In is set to be introduced to all Flipkart employees around September 15, with plans for a consumer launch in Bengaluru shortly after. Initially, the service will operate within the main Flipkart app, although there may be a dedicated app for food delivery in the future as the business expands.
Plans for Expansion
Following the Bengaluru launch, Flipkart is expected to broaden its food delivery service to other cities, according to insider information.
Competitive Landscape of Food Delivery
The launch occurs amid fierce competition in India’s food delivery sector, with various companies employing distinct strategies to attract price-sensitive customers. For instance, Rapido’s food delivery initiative, Ownly, which operates on a zero-commission model for restaurants, has already surpassed 50,000 daily orders in Bengaluru. Meanwhile, Swiggy’s budget-friendly offering, Toing, has reached a level of weekly active users that now rivals Zomato, as highlighted by CLSA.
Flipkart’s Strategy
In July, Flipkart confirmed its intention to venture into the food delivery market. Kalyan Krishnamurthy, the CEO of Flipkart Group, stated that this new service would serve as an additional use case within its existing e-commerce framework.
Expanding Offerings
The food delivery initiative is part of Flipkart’s strategy to diversify its platform. Recently, the company made inroads into the micro-drama segment, now featuring short-form video content within its app. Additionally, Flipkart is active in the fashion sector through Myntra, travel services via Cleartrip, financial offerings through super.money, and quick commerce under Flipkart Minutes.
Future Competition
Through these new ventures, Flipkart is gearing up to compete with Zomato, owned by Eternal, and Swiggy. New entrants like Rapido’s Ownly and Swiggy’s Toing are also attempting to capture market share with alternative pricing structures and value-focused initiatives.