Flipkart Expands Food Delivery Service Eat-in by Minutes

Flipkart has broadened its food delivery service, Eat-in by Minutes, engaging over 8,000 employees as it aims to penetrate a market largely controlled by Zomato and Swiggy, according to informed sources. The Walmart-owned ecommerce giant is facilitating the service via a special tab on its primary app. Currently, the firm is trialling the service with employees to gather insights before a larger launch.

The company is presenting promotional advantages to employees who utilise the service, such as order discounts and enhanced SuperCoins rewards, as indicated in promotional documents. Flipkart has also introduced delivery partners dressed in Eat-in by Minutes branded outfits in Bengaluru. Reports from TechCrunch noted that the organisation is leveraging a dedicated fleet through its logistics arm, Ekart, which operates independently from the riders managing orders for its swift commerce service, Flipkart Minutes.

Startup Superb has contacted Flipkart for further details. Flipkart initially began testing Eat-in among its staff in Bengaluru, laying the groundwork for a more extensive rollout. The company had previously announced its intention to delve into food delivery in July. This initiative signifies its entry into a sector where Zomato and Swiggy continue to hold a strong foothold.

Currently, the company also runs its quick commerce service, Flipkart Minutes, which promises rapid delivery of groceries and various other items. Expanding into food delivery will introduce another category to its already diverse ecommerce portfolio.