Flipkart Expands Internal Food Delivery Trial to 8,000 Employees
The Walmart-owned e-commerce giant is testing a service to challenge Zomato and Swiggy, using Ekart logistics and ONDC network partners.
Key points
- Flipkart has expanded its internal food delivery trial to over 8,000 employees.
- The service uses a dedicated fleet from logistics arm Ekart and lists ONDC partners.
- The move targets the Zomato-Swiggy duopoly in India's growing food delivery market.
Flipkart, the Indian e-commerce subsidiary of Walmart, is preparing to launch a food delivery service to compete with Zomato and Swiggy. According to TechCrunch, the Bengaluru-based company has expanded an internal trial of this service to upwards of 8,000 employees ahead of a public release.
The company has deployed a dedicated fleet of riders through its logistics arm, Ekart, specifically for this new venture. These riders operate separately from those handling Flipkart’s quick-commerce deliveries. Riders wearing jerseys with “Eat-in by Minutes” branding have begun fulfilling orders on the streets of Bengaluru, the city where Flipkart is headquartered.
Market Context and Strategy
The employee-only service appears as a separate tab within Flipkart’s main shopping application. It sits alongside the company’s Minutes quick-commerce offering and travel booking services. The platform draws on restaurants listed through ONDC, a government-backed network that connects online buyers and sellers across different platforms. Additionally, Flipkart has signed up restaurants directly to supplement this inventory.
Bernstein estimates that India’s food delivery market is growing at a rate of 18% to 20% per year. Despite this growth, online delivery accounts for just over 15% of the broader food-services industry in the country. Zomato and Swiggy together serve an estimated 85 million to 95 million paying customers annually, according to Bernstein’s figures.
Competitive Landscape
Flipkart is entering a market where previous attempts by Amazon and Google to break the Zomato-Swiggy dominance have failed. The two incumbents hold a significant share of the market, yet the country has more than a billion internet subscriptions, suggesting room for growth. Other companies are also challenging the status quo; ride-hailing firm Rapido has expanded Ownly, a service charging restaurants zero commission.
Swiggy has launched Toing, a separate app aimed at customers seeking cheaper meals. These moves reflect growing pressure on the industry’s existing pricing models and the commissions restaurants pay. Sagar Daryani, president of the National Restaurant Association of India, stated that while monopoly is bad, a duopoly is more pathetic.
What should you do?
Security professionals monitoring supply chain risks should track how Flipkart integrates ONDC partners into its ecosystem. Organizations using Flipkart’s logistics services should verify that the new food delivery operations remain logically separated from existing quick-commerce data flows. Companies should monitor for any public API changes or new app permissions related to the "Eat-in by Minutes" feature.
What to do and how to stay safe: Flipkart
- Monitor Flipkart’s application updates for new permissions or data collection practices related to the food delivery feature.
- Verify that internal corporate accounts are not inadvertently enrolled in the employee trial if access controls are weak.
- Track ONDC network changes to understand how data is shared between Flipkart and third-party restaurant partners.
- Assess whether the separation of Ekart’s food delivery fleet from quick-commerce logistics introduces new physical security risks.
Step-by-step guide: Mobile Device Security: How to Protect Data Beyond Passwords
General security guidance from the Threat Times newsroom. It is not confirmed advice from the organisations named in this story.
Frequently asked questions
How many employees are currently testing Flipkart's food delivery service?
The internal trial has been expanded to upwards of 8,000 employees, according to people familiar with the matter.
Which logistics arm is handling the food delivery operations?
Flipkart is using its logistics arm, Ekart, with a dedicated fleet of riders separate from quick-commerce deliveries.
What is the estimated annual customer base for Zomato and Swiggy?
Bernstein estimates that Zomato and Swiggy together serve between 85 million and 95 million paying customers per year.
