Flipkart has entered the gourmet grocery market through its quick‑commerce arm Minutes, adding premium and specialty food products. It aims to capture a share of a category that rivals are rapidly embracing. This move follows the trend started by Bengaluru‑based FirstClub.
FirstClub was founded by former Flipkart senior vice‑president Ayyappan R. It pioneered the gourmet concept that Blinkit later launched as “Gourmet” and Zepto is set to introduce “Select,” a premium grocery service featuring imported and gourmet items.
Minutes will carry a wide range of high‑end foods. Customers can find cheese, coffee, wood‑pressed oils, ghee, ramen, noodles, chocolates, kombucha and boba. The private‑label brand Pykd offers items such as namkeen and chips, giving the platform its own product line.
By adding its own label, Flipkart gains more control over pricing, sourcing and margins. Pykd allows the company to tailor products for its quick‑commerce customers, just as Swiggy’s Noice does on Instamart.
Premium products usually command higher price points than everyday staples. This gives quick‑commerce sites a chance to lift average basket values without relying on higher order volumes.
The sector is maturing, and players are looking for ways to increase spending from existing customers. Adding gourmet items lets them broaden the range of products bought through the app while keeping the same frequent‑purchase model.
Flipkart also plans to bring other premium brands to its gourmet assortment. The private‑label strategy positions Minutes as a distinct option in a market where similar premium brands are appearing across rival platforms.
The push comes at a time of rising demand for premium consumer goods across food, beauty and lifestyle. Consumers are increasingly willing to spend on products that stand out for quality and provenance.
Flipkart has not yet responded to inquiries about the launch. The company is poised to compete in a fast‑growing niche that could boost its overall sales.