Flipkart readies a food-delivery push aimed at Zomato and Swiggy

what happened

Moody's reports that Flipkart, which has Walmart's backing, is getting ready to enter India's food-delivery market with Eat-in by Minutes. The service is rolling out in Bengaluru and is expected to reach the public by the end of October 2026. It would appear as a separate tab inside the Flipkart app, alongside its travel and quick-commerce Minutes offerings. Internal trials have grown from a few hundred employees to roughly 8,000 staff.

According to Sagar Daryani, president of the National Restaurant Association of India, Flipkart plans to start serving restaurants by late October and to reach five to six cities by the end of 2026. Its base commission is about 10%, while Zomato, run by Eternal, and Swiggy charge restaurants 20% to 25%. Daryani expects total costs for ads, discounts and order promotion, which can reach 40-50% on some established platforms, to fall to around 15-16%. Bernstein notes that new entrants could save Rs 20-30 per order, though that may not be enough to win customers over.

why it matters

Ken Research estimates Zomato held 58% of the market in 2024 and Swiggy nearly 34%, so the incumbents still control most of the business. Flipkart can draw on its e-commerce customer base and quick-commerce infrastructure, advantages that earlier entrants such as Rapido's Ownly and Swiggy's Toing lack. For Eternal and Swiggy shares, the move signals tougher competition for restaurant commissions and customer orders.

market impact

Eternal, Swiggy: new rival and pressure on restaurant commissions in India

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