Walmart-owned Flipkart is set to enter India’s online food delivery market in the coming weeks and take on incumbents Zomato and Swiggy. Flipkart Group chief executive Kalyan Krishnamurthy confirmed the plan in an interview with The Times of India. He said food delivery will be another use case within Flipkart’s e-commerce platform. The company will start with a pilot and determine its expansion across the country based on customer response and initial learnings. Sources told Entrackr that Flipkart’s food delivery offering will have deep integration with the government-backed Open Network for Digital Commerce (ONDC). The company plans to offer food delivery on its main Flipkart platform and will also test a separate app before it scales the service, sources said. Flipkart is expected to initially roll out the service in Bengaluru at a sizable scale due to customer expectations associated with any product or service under the Flipkart brand, sources added. The food delivery push is also part of Flipkart’s wider ecosystem play across products and services. The group already has a presence in fashion through Myntra, travel through Cleartrip, financial services through super.money and quick commerce through Flipkart Minutes. Flipkart’s entry comes as newer players experiment with different models in a market dominated by Eternal-owned Zomato and Swiggy. Ride hailing platform Rapido recently launched Ownly, which follows a zero commission model for restaurants and aims to keep menu prices closer to offline rates. Swiggy has also launched Toing, an offering aimed at value conscious consumers. Bareback Media has recently raised funding from a group of investors. Some of the investors may directly or indirectly be involved in a competing business or might be associated with other companies we might write about. This shall, however, not influence our reporting or coverage in any manner whatsoever. You may find a list of our investorshere.
