Walmart-backed Flipkart has started testing its food delivery service ‘Eat In’ among employees in Bengaluru. The company is expected to expand the internal rollout to all employees around September 15, before making the service available to consumers in the city, Moneycontrol reported, citing people familiar with the development.
The Bengaluru launch will mark Flipkart’s entry into India’s online food delivery market, where Zomato and Swiggy remain the dominant platforms. The move comes as competition in the segment increases, with newer players also exploring ways to attract customers through pricing and service propositions.
Flipkart’s food delivery strategy is not being positioned solely around lower prices. In July, Group CEO Kalyan Krishnamurthy said the company wanted to compete on factors such as selection, service, reliability and the overall customer experience while testing food delivery on a limited scale.
Eat In is being developed in partnership with the Open Network for Digital Commerce, or ONDC, with Flipkart also working on a lower commission structure for restaurants. The employee rollout is intended to help the company test the service and its operating model before expanding it to consumers in Bengaluru.
