Flipkart has started testing its food-delivery service, Eat In, among employees in Bengaluru as it prepares to enter a market dominated by Zomato and Swiggy. The company is expected to expand the pilot to all its employees in the city around 15 September, before opening the service to consumers.
Eat In will initially operate within the main Flipkart app. The company may introduce a separate app for the service later as it scales. Bengaluru is expected to be the first market, followed by expansion to other cities.
Flipkart’s entry comes as India’s food-delivery market sees growing competition from new and value-focused models. Rapido’s Ownly, which operates on a zero-commission model for restaurants, has crossed 50,000 daily orders in Bengaluru. Swiggy’s lower-cost offering, Toing, has also reached a similar level of weekly active users as Zomato.
Flipkart had confirmed its plans to enter food delivery in July.
It is reported that the service would, initially, function as another use case within the company’s existing ecommerce platform.
The move is part of Flipkart’s broader effort to add more services to its app. The company has recently entered the microdrama segment, while its wider group ecosystem includes Myntra, Cleartrip, super.money and Flipkart Minutes.
With Eat In, Flipkart will now compete with Zomato and Swiggy, alongside newer entrants such as Rapido’s Ownly and Swiggy’s Toing, which are targeting consumers through alternative pricing and value-led models.
