Bengaluru: Flipkart is preparing to enter India’s online food delivery sector, setting the stage for a fresh battle with established players such as Swiggy and Zomato. The Walmart-owned e-commerce giant has confirmed that it will launch its food delivery service in the coming weeks, beginning with a phased rollout before expanding to more cities across the country.

The move marks Flipkart’s latest attempt to strengthen its presence in India’s growing digital commerce ecosystem. After expanding into quick commerce through Flipkart Minutes, the company is now looking to capture a share of the food delivery market, which has become one of the most competitive online consumer segments.

Flipkart Group CEO Kalyan Krishnamurthy confirmed the upcoming launch in an interview with Moneycontrol, stating that the company will initially test the service on a smaller scale before making a wider expansion. The company plans to collect customer feedback, improve operations and build the platform gradually.

Flipkart plans phased food delivery expansion

Unlike a nationwide launch from day one, Flipkart is expected to adopt a cautious approach. The company has not yet revealed the official name of the food delivery service, but it has indicated that customers will be able to access the platform through a dedicated application as well as through the existing Flipkart app.

The integration of food delivery within the Flipkart ecosystem could help the company leverage its large customer base built through years of e-commerce operations.

Reports suggest that Flipkart may also integrate the service with the government-backed Open Network for Digital Commerce (ONDC). Such a move could allow the company to connect with a wider network of restaurants and delivery partners while reducing dependence on a traditional marketplace model.

ONDC has been gaining attention as an alternative digital commerce network aimed at creating more competition in online markets. Several companies have already explored the platform to expand their reach.

Flipkart builds on quick commerce success

Flipkart’s entry into food delivery comes after significant expansion of its quick commerce platform, Flipkart Minutes.

The company recently announced that Flipkart Minutes has grown to more than 1,000 micro fulfilment centres across 130 cities within less than two years of launch. The platform delivers groceries, electronics, household products and other essentials within short timeframes.

Flipkart has also reported strong adoption from smaller cities. Demand from Tier 2 and Tier 3 markets has increased significantly, highlighting the growing appetite for digital shopping services beyond major urban centres.

The company said Gen Z customers now account for more than 40 per cent of its Flipkart Minutes user base, indicating strong engagement among younger consumers.

The experience gained through quick commerce could help Flipkart manage logistics, delivery networks and customer expectations as it enters the food delivery segment.

Competition intensifies in online food delivery

Flipkart is entering a market dominated by major platforms including Zomato and Swiggy, both of which have built extensive restaurant networks and delivery infrastructure.

However, the sector has recently witnessed new challengers attempting to disrupt the existing business model.

Ride-hailing platform Rapido entered the food delivery space with its service Ownly, positioning itself as a low-cost alternative by offering zero commission charges for restaurants and aiming to keep menu prices closer to offline rates.

Swiggy has also introduced Toing, a value-focused food delivery offering designed to attract customers looking for affordable meals.

Meanwhile, Eternal, the parent company of Zomato, has been focusing on improving supply-side efficiency. The company believes the next phase of food delivery growth will depend less on discounts and more on innovations that improve restaurant operations and customer experience.

Eternal founder Deepinder Goyal has highlighted Bistro, the company’s quick food delivery initiative, as part of its strategy to develop faster and more efficient food services.

Flipkart’s strategy remains unclear

While announcing its entry, Flipkart has not disclosed detailed plans regarding pricing, restaurant partnerships, delivery charges or commission structures.

Kalyan Krishnamurthy said Flipkart only enters categories where it believes it can provide something different for customers. The company’s challenge will be creating a service that stands out in a market where consumers already have strong familiarity with existing platforms.

Unlike traditional e-commerce, food delivery requires complex operations involving restaurant partnerships, delivery fleets, real-time order management and customer support.

Building trust among restaurants and customers will be critical for Flipkart’s success. The company will also need to compete with the deep discounts, loyalty programmes and delivery networks already established by Swiggy and Zomato.

Conclusion

Flipkart’s planned entry into food delivery represents a major expansion of its digital commerce ambitions. With its strong brand recognition, large customer base and growing logistics network, the company has the resources to become a significant player in the sector.

However, breaking the dominance of Swiggy and Zomato will require more than just a new platform. Competitive pricing, reliable delivery, strong restaurant partnerships and a unique customer experience will determine whether Flipkart can successfully challenge India’s existing food delivery giants.