Flipkart is preparing to make its entry into India's competitive online food delivery market, expanding beyond e-commerce and quick commerce. The Walmart-owned company plans to launch the service in the coming weeks through a phased rollout, allowing it to test customer response before expanding nationwide.
The food delivery platform will be available both as a standalone application and within the existing Flipkart app, offering users greater convenience while leveraging the company's large customer base. Flipkart is partnering with the government-backed Open Network for Digital Commerce (ONDC), a move that aligns with India's growing focus on creating an open and competitive digital commerce ecosystem.
CEO Kalyan Krishnamurthy said the company will begin with a limited launch, gather user feedback, refine the experience, and gradually scale the service. This approach mirrors the strategy Flipkart successfully adopted for its quick commerce venture, Flipkart Minutes.
As competition intensifies, Flipkart joins a market where players are introducing innovative business models. Rapido has entered the segment with its Ownly platform, while Swiggy has launched Toing to appeal to value-conscious consumers. Flipkart, meanwhile, aims to build a comprehensive restaurant catalogue over time, ensuring customers have access to a wide range of dining options.
With its strong logistics network, massive user base, and integration with ONDC, Flipkart's entry is expected to reshape India's food delivery landscape and intensify competition among existing market leaders.
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