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What is the story about?
Flipkart is preparing to enter India's food delivery market with Eat-In by Minutes. The Walmart-backed e-commerce company is testing the service at its Bengaluru headquarters and is expected to launch it publicly by the end of October 2026.
The test run is underway among Flipkart employees. According to a report by TechCrunch, the platform lists restaurants that are part of the government-backed Open Network for Digital Commerce (ONDC), along with restaurants that have directly signed up with Flipkart.
Eat-In by Minutes is expected to appear as a separate tab on the Flipkart app, alongside its travel services and quick-commerce platform, Flipkart Minutes.
The company is also working on a separate delivery system through its logistics arm, Ekart. Delivery riders wearing T-shirts with the Eat-In by Minutes logo have reportedly been spotted in Bengaluru.
According to Sagar Daryani, president of the National Restaurant Association of India (NRAI), the service is expected to expand to five or six cities by the end of 2026.
According to Daryani, Zomato and Swiggy typically charge restaurants commissions of around 20% to 25%, while Flipkart is proposing a base commission of about 10%.
Reports also suggest that Flipkart plans to keep spending on advertising, discounts and promotions lower than that of established platforms.
On established platforms, the combined costs of advertising, discounts and order promotions can account for 40%–50% of an order’s value. Flipkart, by contrast, is expected to keep these expenses closer to 15%–16%, potentially improving restaurant margins," Daryani said.
Flipkart is not the first major company to try entering India's food delivery market. Amazon launched a food ordering service in Bengaluru in 2020 but shut it down two years later.
Uber also exited the market in 2020 by selling Uber Eats India to Zomato. Google's Areo app, which offered food ordering along with other services, also failed.
The test run is underway among Flipkart employees. According to a report by TechCrunch, the platform lists restaurants that are part of the government-backed Open Network for Digital Commerce (ONDC), along with restaurants that have directly signed up with Flipkart.
Eat-In by Minutes is expected to appear as a separate tab on the Flipkart app, alongside its travel services and quick-commerce platform, Flipkart Minutes.
The company is also working on a separate delivery system through its logistics arm, Ekart. Delivery riders wearing T-shirts with the Eat-In by Minutes logo have reportedly been spotted in Bengaluru.
According to Sagar Daryani, president of the National Restaurant Association of India (NRAI), the service is expected to expand to five or six cities by the end of 2026.
According to Daryani, Zomato and Swiggy typically charge restaurants commissions of around 20% to 25%, while Flipkart is proposing a base commission of about 10%.
Reports also suggest that Flipkart plans to keep spending on advertising, discounts and promotions lower than that of established platforms.
On established platforms, the combined costs of advertising, discounts and order promotions can account for 40%–50% of an order’s value. Flipkart, by contrast, is expected to keep these expenses closer to 15%–16%, potentially improving restaurant margins," Daryani said.
Flipkart is not the first major company to try entering India's food delivery market. Amazon launched a food ordering service in Bengaluru in 2020 but shut it down two years later.
Uber also exited the market in 2020 by selling Uber Eats India to Zomato. Google's Areo app, which offered food ordering along with other services, also failed.
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