# Flipkart Enters India’s Food Delivery Market with Eat-in by Minutes Walmart-backed giant challenges Zomato and Swiggy with a low-commission food delivery model. - **Source:** [mint - companies](https://www.livemint.com/rss/companies) - **Published:** 2026-10-20 - **Topic:** [Business](https://brifing.si/c/business) - **Original article:** - **On Brifing:** https://brifing.si/s/fc498230-d0db-45e8-a19f-e890e4ad9259 ## Strategic Market Entry Flipkart is preparing to disrupt India’s food delivery sector with its new service, Eat-in by Minutes. Currently in testing phases at its Bengaluru headquarters, the platform aims to challenge established incumbents Zomato and Swiggy. The service is expected to go live for public users by the end of October 2026. ## Internal Trial Expansion The company has significantly scaled its internal testing, moving from a few hundred employees to approximately 8,000 staff members. This service will integrate directly into the existing Flipkart app alongside its travel and quick-commerce verticals. Kalyan Krishnamurthy, the Group CEO, initially announced these food delivery expansion plans back in July 2026. ## Operational Delivery Model The platform utilizes restaurants integrated with the government-backed Open Network for Digital Commerce, alongside partners signed directly with Flipkart. Furthermore, the company is developing a secondary delivery system via its logistics arm, Ekart. Delivery personnel have already been spotted wearing branded apparel, signaling the advanced state of the current pilot program. ## Competitive Commission Structure Flipkart aims to undercut market leaders by offering a base commission of approximately 10% to restaurants. This contrasts sharply with the 20% to 25% rates currently charged by Zomato and Swiggy. By reducing total costs for advertising and promotions, Flipkart intends to improve overall restaurant earnings compared to the existing industry standard. ## Market Share Dynamics As of 2024, Zomato held a 58% market share, while Swiggy maintained nearly 34% of the Indian online food delivery sector. Despite this dominance, Flipkart plans to leverage its massive existing customer base and established quick-commerce infrastructure to gain traction. The company intends to expand into five or six cities by late 2026. ## Efficiency and Profitability While lower commissions are attractive, analysts suggest that operational efficiencies might save only ₹20 to ₹30 per order. Experts note that these savings alone may not be sufficient to drive significant customer migration from established platforms. The challenge remains in convincing users to switch platforms based on price rather than existing loyalty. ## Existing Competitive Landscape Flipkart faces additional pressure from niche competitors like Rapido’s zero-commission Ownly service and Swiggy’s budget-focused Toing. Unlike these smaller entrants, Flipkart possesses the unique advantage of a massive e-commerce ecosystem. This infrastructure allows the company to integrate food delivery into a broader consumer experience, potentially creating a more sustainable long-term growth model. ## Future Market Implications The entry of a Walmart-backed giant could fundamentally shift the economics of food delivery in India. By targeting the 40% to 50% of order value currently consumed by advertising and promotion costs, Flipkart hopes to capture market share. Success will depend on balancing aggressive commission structures with the need for customer acquisition. ## Sources covering this story - https://www.livemint.com/companies/news/flipkart-to-challenge-zomato-and-swiggy-with-eat-in-by-minutes-launch-date-features-explained-11792488539637.html — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._