Flipkart Enters India’s Food Delivery Market

Walmart-owned Flipkart is preparing to make its debut in India’s online food delivery sector in the near future, aiming to compete with established players Zomato and Swiggy. Kalyan Krishnamurthy, the CEO of Flipkart Group, confirmed this initiative during an interview with The Times of India. He mentioned that food delivery will serve as an additional application within Flipkart’s e-commerce ecosystem. The company plans to initiate a pilot program and will assess its expansion across the nation based on customer feedback and initial outcomes.

Sources disclosed to Startup Superb that Flipkart’s food delivery service will be closely integrated with the government-supported Open Network for Digital Commerce (ONDC). The firm intends to launch food delivery through its primary Flipkart platform while also testing a dedicated application prior to scaling the service. Initially, Flipkart is expected to roll out this offering in Bengaluru at a significant scale, catering to the expectations associated with any Flipkart product or service, according to sources.

The move into food delivery is part of Flipkart’s broader strategy to enhance its ecosystem of products and services. The group is already established in the fashion sector via Myntra, in travel through Cleartrip, in financial services via super.money, and quick commerce with Flipkart Minutes.

Flipkart’s entry comes at a time when newer market participants are exploring various models in a landscape predominantly led by Zomato and Swiggy, owned by Eternal. Recently, the ride-hailing service Rapido launched Ownly, which operates under a zero-commission model for restaurants, striving to keep menu prices more aligned with offline rates. Additionally, Swiggy has introduced Toing, targeting budget-conscious consumers.