Flipkart tests new food delivery service in Bengaluru
E-commerce leader Flipkart is testing its new food delivery service, Eat In, starting with its own employees in Bengaluru. Corporate staff are currently using the platform, and management plans to expand public access to all city residents shortly after September 15. This strategic move directly targets a high-demand sector currently controlled by existing industry heavyweights. India's food delivery sector has evolved into a highly competitive battlefield where established platforms constantly innovate to retain user loyalty. Consumers now demand faster delivery times and better restaurant variety. Zomato currently leads the market with roughly 35 million weekly active users. Swiggy closely follows this metric, maintaining about 33 million users on its budget-focused Toing application. Newer competitors are also changing local market dynamics rapidly. For instance, Rapido launched a zero-commission service named Ownly, which recently surpassed 50,000 daily orders in Bengaluru alone.
Prioritising Quality over Deep Discounts
Flipkart intends to stand out by leveraging the government-backed ONDC network to significantly reduce restaurant commissions. Lower fees allow eatery owners to offer better menu prices naturally without sacrificing their profits. Rather than relying entirely on promotional cash burn, the company will emphasize the overall customer experience. Flipkart Group CEO Kalyan Krishnamurthy recently noted that their long-term strategy focuses heavily on selection, reliability, and superior service standards.
Currently, testers can access the trial version directly within the primary Flipkart digital storefront. Industry sources indicate that a standalone application might launch later as daily operations expand and mature. By prioritising sustainable business operations over pure price wars, Flipkart hopes to create a loyal consumer base in this demanding environment. To ensure fleet stability, delivery partners will receive competitive weekly financial payouts alongside a mandatory safety insurance cover worth exactly Rs 15 lakh.
