Flipkart tests food delivery service to challenge India’s dominant platforms

Flipkart, owned by Walmart, is preparing to enter India’s food-delivery market, where Zomato and Swiggy currently dominate. The move matters because the company is using its existing e-commerce and quick-commerce operations to challenge a duopoly that restaurants say leaves them with few alternatives.

The service is being tested by more than 8,000 employees and uses a dedicated Ekart rider fleet. It appears as a tab in Flipkart’s app, with restaurants sourced through the government-backed ONDC network and direct sign-ups; branded riders have been seen in Bengaluru. Bernstein estimates the market is growing 18% to 20% annually, while online delivery accounts for just over 15% of India’s food-services industry. Previous efforts by Amazon, Google and Uber did not last, as Rapido and Swiggy also pursue lower-cost offerings.