Flipkart Food Delivery BusinessImage Credit source: Avishek Das/Thomas Fuller/SOPA Images/LightRocket via Getty Images
Zomato and Swiggy currently have a lot of dominance in the food delivery business, but now Flipkart is also preparing to jump into this segment soon. This can give tough competition to Zomato, Swiggy and other companies working in this sector. Recently it has been revealed that the company will soon enter India’s rapidly growing online food delivery market.
Initially it will be launched on limited level
Kalyan Krishnamurthy, Chief Executive Officer, Flipkart Group, said in an interview to Moneycontrol, “We will start food delivery in the next few weeks. We will test the value proposition with customers, take feedback and keep improving the product until customers really love it. After that, we will start increasing it.
Initially this launch will be on a limited level, then it will be rolled out on a larger level. This reflects the strategy adopted by Flipkart with its quick commerce business, Flipkart Minutes. Krishnamurthy said, this will be a combination of a separate app and you will be able to see it on the Flipkart app also. He has not yet given information about branding or launch city.
Integration with ONDC
According to sources, Flipkart is going to start food delivery offering as an integration with the government-backed Open Network for Digital Commerce (ONDC). Krishnamurthy did not comment on how Flipkart’s food delivery will start. Flipkart’s entry has come at a time when many players are experimenting with different models to make a place in India’s food delivery market.
Rapido also brought Ownly platform
Rapido, a ride-hailing startup, has launched its Ownly platform some time ago. The company has based its strategy on bringing millions of new users online instead of competing for existing customers by using affordable prices, zero restaurant commission and a large logistics network.
Chief executive Arvind Sanka had earlier said in an interview to Moneycontrol that the current Zomato-Swiggy model has become too expensive for both restaurants and customers and the company aims to keep menu prices at par with offline prices. Swiggy has also launched a new app named Toing keeping in mind the value conscious food delivery consumers.
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