Introduction

Flipkart, the Walmart-owned e-commerce giant, is making a strategic move into India's crowded food-delivery market, aiming to challenge the long-standing dominance of Zomato and Swiggy.

What Happened

Flipkart is testing its food-delivery service internally, expanding from a few hundred employees to over 8,000. The company has deployed a dedicated rider fleet through its logistics arm, Ekart, separate from its quick-commerce operations. The service appears as a separate tab on the main shopping app, labeled Eat-in by Minutes, and draws restaurant listings from ONDC as well as direct partnerships.

Why This Matters

The food-delivery market in India is growing at 18% to 20% annually, yet online delivery still accounts for just over 15% of the broader food-services industry. With Zomato and Swiggy serving an estimated 85 million to 95 million paying customers annually, Flipkart's entry introduces a new player equipped with lower commission rates and the backing of an established e-commerce and quick-commerce infrastructure.

Key Takeaways

  • Flipkart plans a public launch by the end of October and expansion to five or six cities by year-end.
  • The service promises lower costs for restaurants, with a proposed base commission of about 10%, compared to 20%-25% on established platforms.
  • Bernstein estimates new entrants could save customers ₹20 to ₹30 (approximately 20–30 cents) per order.
  • Industry experts note Flipkart's quick-commerce experience gives it a leaner, more efficient edge in food delivery.

Conclusion

Flipkart's foray into food delivery could reshape India's ordering landscape, particularly if its promised cost savings translate into real savings for restaurants and consumers. While incumbents Zomato and Swiggy are likely to defend their positions aggressively, Flipkart's unique position as an e-commerce and quick-commerce leader may give it a distinct advantage in the race for market share.