Flipkart Getting Ready to Challenge Swiggy and Zomato With New Food Delivery Service

E-commerce giant Flipkart is gearing up to disrupt yet another major business segment. Building on its aggressive expansion into the quick commerce space with ‘Flipkart Minutes’, the company is now preparing to launch its own online food delivery services. Flipkart Group CEO Kalyan Krishnamurthy has officially confirmed that this new vertical will be rolled out in the coming weeks.

Phased Rollout and ONDC Integration
The food delivery service will initially be launched on a pilot basis in select cities. Flipkart plans to carefully monitor consumer feedback and refine the operational experience before scaling the service to other regions across the country. Users will have the flexibility to place food orders directly through the primary Flipkart application, as well as via a newly developed standalone app.

In a major strategic move, Flipkart plans to integrate this new service with the government-backed Open Network for Digital Commerce (ONDC). By tapping into the ONDC framework, the company aims to seamlessly leverage a massive, pre-existing network of local restaurants and delivery partners without having to build the entire infrastructure from scratch.

Leveraging Gen-Z and Small-Town Reach
Flipkart is entering a fiercely competitive landscape currently dominated by the duopoly of Zomato and Swiggy. The market is also witnessing fresh waves of disruption from players like Rapido, which recently introduced a zero-commission model called ‘Only’, while Zomato’s parent entity is testing new concepts like ‘Bistro’.

Despite the intense competition, Flipkart remains highly optimistic about its market entry. The e-commerce major believes that its deep penetration and strong brand loyalty in Tier-2 and Tier-3 cities will serve as a significant advantage. Furthermore, with Generation Z consumers making up over 40% of its current user base, the company feels strategically well-positioned to capture a substantial share of the food delivery market.