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Flipkart ups ante against Amazon, sets up food retail unit

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E-commerce giant on Tuesday said it is setting up a new local entity – Farmermart – that will focus on food retail in India, as it looks to take on arch-rival Amazon in the segment.

Flipkart ups ante against Amazon, sets up food retail unit

According to sources close to PTI, Flipkart is expected to invest about Rs 2,000 crore initially in the business and pump in more funds as required as it scales up supply chain, storage and logistics.

“In line with the Government of India’s FDI policy, which allows 100 percent foreign direct investment (FDI) in food retail for food produced and manufactured in India, Flipkart is applying for appropriate licenses from the Government,” , Group CEO, Flipkart said in a statement.

This newly registered local entity ‘’ will focus on food retail and is an important part of the company’s efforts to boost Indian agriculture as well as food processing industry in the country, he added.

“We’ve secured all internal approvals for the same already. We’re looking forward to invest more deeply in local agri ecosystem, supply chain and working with lakhs of small farmers, Farmer Producers Organisations (FPOs), food processing industry in India, helping multiply farmers’ income and bring affordable, quality food for millions of customers across the country,” Krishnamurthy said.

Interestingly, Amazon had received the Government’s nod for its US$ 500 million investment proposal for retailing of food products in India in 2017. The American retailer – through Amazon Retail India – now procures and sells grocery items like packaged foods, cooking and other items, PTI reported.

Grocery segment accounts for a significant portion of the unorganised retail segment in the country. Estimates suggest the market to be worth about US$ 200 billion in India.

Over the last few years, players like and have expanded their presence in the online grocery segment in the country as people became comfortable buying even milk and bread online. Flipkart and Amazon are also betting heavily on the online grocery segment that is projected to witness a strong growth over the next few years in India.

According to a report by Franchise India, the online grocery market is expected to be Rs 2.7 billion market by 2018-19. One of the sources privy to the development said, Flipkart – through Flipkart Farmermart is looking at operating a full-fledged food retail business that will operate in the online space.

Flipkart will also look at cashing in on Walmart’s expertise in the food retail segment that accounts for a major chunk of the American firm. Walmart already runs a cash-and-carry business in India and has partnerships with farmers in the country.