Flipkart is reportedly preparing to enter India's food delivery market with Eat-In by Minutes, a new service that could compete with established platforms Zomato and Swiggy.
Flipkart, the Walmart-backed e-commerce company, is reportedly preparing to enter India's competitive food delivery market with a new service called Eat-In by Minutes. The proposed initiative could expand the company's digital offerings and bring it into direct competition with established platforms such as Zomato and Swiggy.
According to media reports, the service may be integrated into Flipkart's existing shopping application, allowing customers to order meals without downloading a separate app. The company is reportedly testing the platform ahead of a possible public launch in October 2026.
Flipkart has established a significant presence in online retail and has also expanded into quick commerce. Its reported plans to launch a food ordering service indicate a further effort to diversify its business and increase customer engagement.
The proposed platform, Eat-In by Minutes, is expected to allow users to discover and order meals through a dedicated section within the existing Flipkart application.
Integrating food delivery into its current app could make the service more convenient for existing customers. Users may be able to access meal-ordering options alongside other shopping and digital services without installing additional software.
For Flipkart, this approach could help it use its existing digital infrastructure and customer reach to introduce a new category of services.
However, details about the platform's final features, restaurant selection, payment options and delivery arrangements have not yet been officially confirmed.
Media reports indicate that Flipkart has begun internal testing of the proposed food delivery service at its Bengaluru office.
The trial reportedly started with a few hundred employees before expanding to approximately 8,000 participants. The broader testing programme suggests that the company is evaluating the service before considering its introduction to the public.
The company could launch Eat-In by Minutes for general customers by the end of October 2026, according to reports.
However, Flipkart has not officially confirmed the launch date. The timing and availability of the service could depend on the outcome of internal testing and the company's rollout plans.
Testing can help businesses identify technical issues, evaluate user experience and refine operational processes before making a service available to a larger audience.
Beyond its initial testing phase, Flipkart is reportedly considering a wider launch across five or six Indian cities by the end of 2026.
The proposed expansion would allow the company to assess demand in multiple urban markets and build its presence in the food delivery segment.
The service is expected to appear as a separate tab within the Flipkart app, complementing the company's existing digital offerings. A dedicated section could make food ordering easier to access while keeping the service connected to Flipkart's broader shopping ecosystem.
Nevertheless, the company has not disclosed the initial cities, restaurant partners or delivery coverage areas. The scale and pace of expansion remain subject to confirmation.
India's online food delivery industry has established competitors, particularly Zomato and Swiggy. Flipkart's potential entry could introduce another major digital platform into the market.
Both existing companies have developed extensive restaurant networks and delivery operations. Competing effectively would require Flipkart to build reliable fulfilment capabilities and offer an appealing experience to customers and restaurant partners.
Flipkart could benefit from its established customer base and existing app infrastructure. Integrating food ordering with other services may provide additional opportunities to engage users and encourage them to return to the platform.
However, customer familiarity alone may not guarantee success. Food delivery depends on factors such as restaurant availability, delivery speed, pricing, food quality and service reliability.
Important details about Eat-In by Minutes have yet to emerge. These include the restaurants expected to participate, delivery fees, discounts, commission structures and promotional offers.
Such factors could influence the platform's ability to attract both customers and restaurant businesses. Until Flipkart announces its commercial arrangements, its competitive strategy remains uncertain.
If launched successfully, Eat-In by Minutes could expand Flipkart's presence beyond traditional e-commerce and quick commerce into another frequently used consumer service.
The move could also create additional competition in an industry where customer acquisition, restaurant partnerships and delivery efficiency are important business priorities.
For consumers, another platform could potentially offer more choices when ordering meals online. For restaurants, a new entrant may provide an additional channel to reach customers, depending on the platform's coverage and commercial terms.
The actual impact will become clearer once Flipkart confirms the launch, operating model and initial locations.
Conclusion
Flipkart is reportedly preparing to enter India's food delivery market through Eat-In by Minutes, a proposed service that could be integrated into its existing application. Internal testing in Bengaluru and plans for a possible October 2026 launch point towards the company's interest in expanding its digital services.
A potential rollout across five or six cities could bring Flipkart into closer competition with Zomato and Swiggy. However, the launch date, restaurant partnerships, pricing and operational details remain unconfirmed. The service's long-term prospects will depend on its ability to deliver convenience, reliability and value to customers.