India's online food delivery industry could soon see a new challenger as Flipkart prepares to enter the segment. The e-commerce giant has confirmed that it will launch its food delivery service in the coming weeks, marking its entry into a market currently led by Zomato and Swiggy.

The move is expected to intensify competition in one of India's fastest-growing digital commerce sectors.

Pilot Launch Planned First

Flipkart Group CEO Kalyan Krishnamurthy has said that the company will initially introduce the service on a limited scale before expanding it further.

According to him, the company plans to test the platform with customers, gather feedback, and improve the overall experience before rolling it out to a wider audience.

This phased approach is similar to the strategy Flipkart adopted for its quick-commerce platform, Flipkart Minutes.

Available Through a Separate App and Flipkart

Flipkart's upcoming food delivery service is expected to be accessible through:

• A dedicated food delivery app.

• Integration within the existing Flipkart app.

The company has not yet disclosed the official brand name of the service or the cities where it will launch first.

Likely to Leverage ONDC

Industry reports suggest that Flipkart's food delivery offering could be built using the Open Network for Digital Commerce (ONDC), the government-backed initiative aimed at creating an open digital commerce ecosystem.

If integrated with ONDC, the platform may provide restaurants with another avenue to reach customers while increasing competition in the online food delivery space.

However, Flipkart has not officially shared details about how the service will operate or the extent of its ONDC integration.

Competition in the Food Delivery Space Is Growing

Flipkart's entry comes at a time when several companies are exploring new business models in the food delivery industry.

Ride-hailing platform Rapido has also entered the segment with its own food delivery service, focusing on competitive pricing and lower costs for restaurant partners.

Meanwhile, companies across the industry are experimenting with different strategies to attract customers, including value-focused offerings and alternative commission models.

What This Could Mean for Customers

The arrival of another major player could benefit consumers in several ways, including:

• More competitive pricing.

• Attractive introductory offers.

• Increased restaurant choices.

• Faster service improvements driven by competition.

• Greater innovation in delivery and ordering experiences.

Restaurants may also gain additional options for reaching online customers as competition among delivery platforms increases.

Final Take

Flipkart's planned entry into online food delivery marks another significant expansion of its digital services portfolio. While the service will initially launch on a limited scale, it has the potential to reshape competition in a market dominated by established players. More details, including launch cities, branding, restaurant partnerships, and service availability, are expected to be announced closer to the official rollout.