Flipkart is reportedly positioning itself to challenge established players in the online food delivery sector. The Walmart-owned platform has confirmed plans to introduce a food delivery service in the coming weeks, marking its expansion into a competitive industry dominated by Zomato and Swiggy. Kalyan Krishnamurthy, the CEO of Flipkart Group, shared details about this initiative in a recent interview with Moneycontrol.

The company intends to commence its food delivery service with a phased rollout, allowing it to gather customer insights and improve the user experience before broader deployment in other cities. Although the service’s name remains undisclosed, users will reportedly access it via a new application as well as through the existing Flipkart app.

Additionally, the new service is expected to integrate with the Open Network for Digital Commerce (ONDC), enhancing Flipkart’s connections with restaurants and delivery personnel across India.

Expansion of Quick Commerce Service

This announcement follows a significant achievement for Flipkart Minutes, the company’s quick commerce initiative which has expanded to over 1,000 micro fulfilment centres in 130 cities within a short span of time. The service has particularly experienced a surge in demand from Tier 2 and Tier 3 cities, with an increased demand quantified at 42 times that of the previous year. Moreover, Generation Z users now constitute more than 40 per cent of its overall customer base.

The quick commerce sector has demonstrated robust growth, as consumer preferences shift towards faster delivery options. As Flipkart prepares for its entry into food delivery, it aims to tap into this increasing demand and further diversify its service offerings.

Industry reports suggest that the online food delivery arena has grown increasingly competitive in recent months. New entrants like Rapido have launched their food delivery service named Ownly, which promises to reduce costs for consumers by not charging commission fees to restaurants. Meanwhile, Swiggy has initiated Toing, a budget-friendly alternative targeting price-sensitive customers.

Competitors’ Strategies and Market Landscape

While Krishnamurthy did not provide specific insights into Flipkart’s strategy in relation to its competition, he highlighted the importance of the company’s commitment to entering product categories where they believe they can deliver unique value to customers. This approach underscores Flipkart’s focus on enhancing customer satisfaction and competing effectively in the food delivery market.

As Flipkart prepares to embark on this new journey, its forthcoming food delivery service will be keenly observed by industry stakeholders, who await to see how it will shape its position within a rapidly changing marketplace.

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