Flipkart prepares late-October rollout for food delivery service
Walmart-owned Flipkart is set to launch its 'Eat-in by Minutes' food delivery service later this month, challenging current market leaders in India.
Flipkart is moving toward a public launch of its food delivery service, branded as 'Eat-in by Minutes,' scheduled for late October. The company has already scaled an internal pilot program in Bengaluru, involving more than 8,000 employees to test operations.
To compete with established platforms like Zomato and Swiggy, Flipkart is adopting a lower-cost strategy for restaurant partners, proposing a base commission of roughly 10 percent. This represents a significant reduction compared to the 20 to 25 percent commission rates typical of the industry. The service relies on Flipkart's Ekart logistics network and the government-backed ONDC framework for restaurant onboarding.
The entrance of a major e-commerce player follows similar attempts by companies like Rapido and Swish to disrupt the food delivery sector through zero-commission or low-fee models. Analysts note that while the lower commission is a draw, restaurant profitability will also depend on promotional costs and advertising fees within the Flipkart app ecosystem.
Flipkart aims to expand the service into five or six cities by the end of 2026. This initiative sits within the company's broader effort to integrate quick commerce and food services into its primary shopping platform.