Bengaluru, India – The Indian food delivery market is about to get a new, formidable player. Walmart-owned e-commerce giant Flipkart has confirmed that it will launch its own food delivery service within the next few weeks, directly challenging established platforms Zomato and Swiggy. Flipkart Group CEO Kalyan Krishnamurthy announced the plan, revealing a phased rollout strategy that will begin with a limited set of users before expanding nationwide. The move marks Flipkart’s entry into yet another segment of the hyper-competitive Indian consumer market.
Krishnamurthy explained that Flipkart would first introduce the service on a small scale to test its value proposition, gather customer feedback, and refine the offering before a broader expansion. “We will first introduce the service on a limited scale, test its value proposition with customers, gather feedback and continue refining the offering until it meets customer expectations,” he said. This phased approach mirrors the strategy used for its quick commerce business, Flipkart Minutes. Customers will be able to access the service both through a standalone app and directly within the main Flipkart app, though the company has not yet disclosed the service’s name or the first launch city.
According to sources, Flipkart is expected to integrate the service with the government’s Open Network for Digital Commerce (ONDC), though the company has not commented on the business structure. Krishnamurthy emphasized that Flipkart only enters a business when it believes it can offer customers something new, beyond just lower prices. He highlighted the importance of a wide restaurant choice, dependable service, quick deliveries, and a smooth overall experience. The goal is to build a comprehensive restaurant catalogue over time, aiming to offer customers the breadth of options they expect from a leading platform.
Flipkart’s entry is poised to intensify competition in India’s food delivery sector, currently dominated by Eternal-owned Zomato and Swiggy, with ONDC-backed ordering also gaining traction. With its massive customer base, strong logistics network, and growing quick commerce presence, Flipkart is betting that it can carve out a significant space in a market where convenience, speed, and customer experience are paramount. The coming weeks will reveal how this new entrant plans to disrupt the established order.
