After Quick Commerce, Flipkart Looks to Disrupt India’s Food Delivery Landscape

Walmart-owned Flipkart is preparing to enter India’s fast-growing online food delivery market, marking another major expansion of its digital commerce ecosystem after its recent push into quick commerce with Flipkart Minutes.

According to reports, the company plans to launch its food delivery service in the coming weeks, initially rolling it out on a limited scale before expanding nationwide based on customer feedback and operational learnings.

A Measured Rollout Strategy

Speaking about the company’s plans, Kalyan Krishnamurthy, Chief Executive Officer of Flipkart Group, said the food delivery service will follow the same phased approach that Flipkart adopted for its quick commerce business.

The company intends to first test its value proposition with customers, gather insights, continuously refine the product, and then scale the platform once it delivers a compelling customer experience.

The food delivery service will be accessible through both a standalone application and integration within the main Flipkart app, offering users multiple access points.

Leveraging ONDC for Expansion

According to industry sources, Flipkart is expected to launch the service through the Open Network for Digital Commerce (ONDC), the government-backed initiative designed to create an open and interoperable digital commerce ecosystem.

By leveraging ONDC, Flipkart aims to rapidly expand its restaurant network while offering consumers greater choice and flexibility in food ordering.

Intensifying Competition in Food Delivery

Flipkart’s planned entry comes as competition in India’s online food delivery market continues to evolve, with companies experimenting with new business models focused on affordability and efficiency.

Ride-hailing platform Rapido recently introduced Ownly, a food delivery platform built around zero restaurant commissions and its existing logistics network to attract new consumers rather than compete solely for existing users.

Meanwhile, Swiggy has launched Toing, a value-focused offering aimed at price-conscious consumers seeking affordable food delivery options.

The emergence of these platforms signals a broader shift in the industry, where companies are increasingly exploring differentiated strategies beyond traditional commission-based models.

Building a Comprehensive Restaurant Ecosystem

Krishnamurthy indicated that Flipkart’s long-term ambition is to develop a comprehensive restaurant catalogue that aligns with customer expectations.

He noted that users accessing food delivery through the Flipkart app would expect a wide selection of restaurants comparable to what is available across the broader market, and the company plans to progressively expand its offerings to achieve that objective.

Strengthening Flipkart’s Commerce Ecosystem

The move into food delivery complements Flipkart’s broader strategy of expanding beyond e-commerce into multiple high-frequency consumer services.

Following investments in grocery, quick commerce, and hyperlocal delivery through Flipkart Minutes, food delivery represents another step toward building an integrated digital commerce platform capable of serving a wide range of everyday consumer needs.

The Bottom Line

Flipkart’s planned entry into online food delivery underscores its ambition to become a comprehensive digital commerce platform. By combining a phased launch strategy, ONDC integration, and its existing customer ecosystem, the company is positioning itself to compete in one of India’s most dynamic consumer internet segments. As competition intensifies with both established players and new entrants adopting innovative business models, Flipkart’s arrival is set to further reshape the country’s food delivery landscape.