Flipkart starts employee testing of ‘Eat In’ food delivery service in Bengaluru

Flipkart has started testing its food delivery service Eat In among employees in Bengaluru. The e-commerce major is now moving closer to a market dominated by Zomato and Swiggy. According to a Moneycontrol report citing sources, the service is expected to be rolled out to all Flipkart employees around September 15 before it becomes available to consumers in Bengaluru. For now, Eat In will be available within the main Flipkart app. Sources said Flipkart may launch a separate app for the food delivery service at a later stage as it scales the business. After Bengaluru, the company is expected to expand the service to other cities, sources added. Flipkart’s entry comes amid intensifying competition in India’s food delivery market. Players are adopting different models to appeal to price conscious consumers. Rapido’s food delivery service Ownly, which follows a zero commission model for restaurants, recently crossed 50,000 daily orders in Bengaluru. Meanwhile, Swiggy’s affordable food delivery offering Toing now matches Zomato in weekly active users, according to CLSA. Flipkart hadconfirmedits plans to enter food delivery in July. Flipkart Group CEO Kalyan Krishnamurthy said the service would initially be another use case within its ecommerce platform. The food delivery push comes as Flipkart continues to add new use cases to its platform. The companyrecently enteredthe micro drama segment and now offers short form video content within its app. Flipkart also operates in fashion through Myntra, travel through Cleartrip, financial services through super.money and quick commerce through Flipkart Minutes. The company will now compete with Eternal owned Zomato and Swiggy. Newer offerings such as Rapido’s Ownly and Swiggy’s Toing are also seeking to gain share through alternative pricing and value focused models. Bareback Media has recently raised funding from a group of investors. Some of the investors may directly or indirectly be involved in a competing business or might be associated with other companies we might write about. This shall, however, not influence our reporting or coverage in any manner whatsoever. You may find a list of our investorshere.

Original source: Entrackr