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Till now, mainly Zomato and Swiggy have dominated the food delivery business, but now e-commerce giant Flipkart has also made full preparations to make a big entry in this segment very soon. With this move of Flipkart, Zomato, Swiggy and all other companies working in this sector are expected to face tough competition in the coming days. According to recently revealed information, the company is going to enter India’s rapidly growing online food delivery market very soon.

Will be launched at a very limited level in the initial phase

Flipkart Group Chief Executive Officer Kalyan Krishnamurthy, while speaking openly in an exclusive interview to ‘Bussiness’, said that we are going to start food delivery within the next few weeks. He further said that we will initially test the value proposition with our customers, take feedback from customers and keep improving our product until it is completely liked by the customers. Only after this we will start taking it forward on a large scale.

In the initial phase, this launch will be done on a very limited scale and later it will be rolled out on a large scale. This entire strategy is similar to the old strategy adopted by Flipkart with its quick commerce business i.e. ‘Flipkart Minutes’. Kalyan Krishnamurthy also clarified that this will be a combination of a separate app and you will be able to see it on the main Flipkart app also. However, they have not yet shared any official information regarding any specific branding or the name of the city to be launched.

Major preparations have been made for integration with ONDC

According to information being received from reliable sources, Flipkart is planning to offer this food delivery service as part of its integration with the government-backed ‘Open Network for Digital Commerce’ (ONDC). However, Kalyan Krishnamurthy has not made any direct comment on what technology or model the start of Flipkart’s food delivery will be based on.

This new entry of Flipkart is happening at a time when many other big players are also continuously experimenting with different new models to establish their strong hold in the Indian food delivery market.

Rapido had also launched its ‘Ownly’ platform

Not only Flipkart, but recently the well-known ride-hailing startup company ‘Rapido’ has also launched its new ‘Ownly’ platform in the market some time ago. As part of its special strategy, this company has planned to offer very affordable prices, take zero commission from restaurants and make full use of its huge logistics network. Instead of competing among themselves for existing customers, Rapido’s aim is to bring millions of new and such users to the online platform who till now did not use food delivery.

Rapido Chief Executive Arvind Sanka had earlier said in an interview to Bussiness that the old model currently being run by Zomato and Swiggy is proving to be very expensive for both the restaurants and the customers. The main objective of his company is to keep the online menu prices exactly equal to the offline market prices. Apart from this, Swiggy has also launched a brand new app called ‘Toing’ keeping in mind the needs of budget and value conscious food delivery customers.