Walmart-owned Flipkart is preparing to expand into India’s online food delivery market, marking its entry into one of the country’s most competitive digital commerce segments. The company plans to launch the service in the coming weeks, taking on established players such as Zomato, Swiggy, and the fast-growing ride-hailing platform Rapido.

The announcement was confirmed by Flipkart Group Chief Executive Officer Kalyan Krishnamurthy during an interview with The Times of India. He said that food delivery will become another use case within Flipkart’s existing e-commerce platform, strengthening the company’s efforts to build a broader digital ecosystem for consumers.

Pilot Launch to Shape Nationwide Expansion

According to Krishnamurthy, Flipkart will begin with a pilot launch before deciding on a wider rollout across the country. The company plans to closely monitor customer feedback, operational performance, and early learnings before expanding the service to additional cities.

This phased strategy reflects Flipkart’s approach to introducing new offerings, allowing it to refine the customer experience before scaling operations nationwide.

Rather than launching immediately across multiple markets, the company intends to use the pilot phase to understand user preferences and improve the service based on real-world insights.

ONDC Integration Expected to Power the Service

Sources familiar with the development said Flipkart’s food delivery platform is expected to have deep integration with the government-backed Open Network for Digital Commerce (ONDC).

ONDC is designed to create an open and interoperable digital commerce ecosystem, enabling buyers and sellers to connect across multiple platforms instead of operating within closed marketplaces. Integration with ONDC could allow Flipkart to access a wider network of restaurant partners while supporting the government’s vision of expanding digital commerce through open networks.

Although Flipkart has not officially disclosed operational details, the reported ONDC integration is expected to play an important role in the company’s food delivery strategy.

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Main Platform and Dedicated App Both Under Consideration

Sources also indicated that Flipkart plans to make food delivery available directly through its main e-commerce application. Alongside this, the company is expected to test a separate food delivery app before deciding on its long-term product strategy.

Running both models would allow Flipkart to evaluate whether customers prefer ordering food within its existing shopping platform or through a dedicated application focused entirely on food delivery.

The company has not yet announced an official launch date or revealed additional features for either platform.

Bengaluru Likely to Be the First Launch Market

Flipkart is expected to begin the rollout in Bengaluru, where the service may be launched at a significant scale.

According to sources, the company aims to meet the high customer expectations associated with the Flipkart brand by ensuring a strong initial rollout. Bengaluru has long served as a preferred testing ground for technology companies due to its large digital consumer base and mature online commerce ecosystem.

The performance of the Bengaluru pilot is likely to influence the pace of expansion into other cities across India.

Food Delivery Expands Flipkart’s Digital Ecosystem

The move into food delivery aligns with Flipkart’s broader strategy of building an integrated ecosystem across multiple consumer services.

Over the years, the Flipkart Group has expanded beyond online retail through several businesses. It operates fashion marketplace Myntra, travel platform Cleartrip, financial services platform super.money, and quick commerce service Flipkart Minutes.

Adding food delivery would further diversify the company’s offerings and increase customer engagement within its ecosystem by enabling users to access multiple services through Flipkart’s digital platforms.

Competition Intensifies in India’s Food Delivery Market

Flipkart’s planned entry comes at a time when India’s online food delivery sector is witnessing increased competition and experimentation with new business models.

The market continues to be led by Zomato and Swiggy, which have established extensive restaurant partnerships and delivery networks across the country.

Meanwhile, newer entrants are exploring alternative approaches. Ride-hailing platform Rapido recently introduced Ownly, a food delivery platform built around a zero-commission model for restaurants. The initiative aims to keep menu prices closer to those offered by restaurants for offline dining.

Swiggy has also expanded its portfolio with Toing, a service targeted at value-conscious consumers seeking affordable food options.

As more companies introduce differentiated offerings, India’s food delivery industry is entering a new phase of competition. Flipkart’s entry is expected to further intensify the battle as the company leverages its large customer base and expanding digital ecosystem to establish a presence in the fast-growing segment.

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