Flipkart’s quick-commerce platform Minutes is expanding into premium and speciality groceries as competition intensifies.
The company has also introduced its own private label, Pykd, starting with snacks such as namkeen and chips.
Highlights
- Flipkart Minutes has entered India’s premium and gourmet grocery segment.
- Its new range includes cheese, speciality coffee, oils, ghee, ramen, chocolates and kombucha.
- Flipkart has launched Pykd as its private-label brand within the category.
- Pykd currently offers products including namkeen and chips.
- The move puts Minutes against Blinkit Gourmet and upcoming premium offerings from rivals such as Zepto.
- Premium grocery could help quick-commerce platforms increase average order values and improve margins.
Flipkart is expanding its quick-commerce business beyond everyday essentials, with Minutes entering the premium and gourmet grocery segment. The company has also introduced a new private label called Pykd as part of the push.
The move comes as quick-commerce companies increasingly look beyond basic groceries and household products to encourage customers to place higher-value orders.
The new gourmet range on Flipkart Minutes includes categories such as cheese, speciality coffee, wood-pressed oils and ghee, ramen and noodles, chocolates, kombucha and boba. The platform is also expected to bring more premium brands into the category.
Pykd gives Flipkart an opportunity to sell products under its own brand while continuing to offer products from external companies. The private label currently includes snack products such as namkeen and chips.
Private labels can potentially give quick-commerce companies greater control over pricing, product selection and margins. Rival platforms have also been building similar businesses. Blinkit already operates a Gourmet category, while Zepto is reportedly preparing a premium grocery service called Select. Swiggy Instamart also sells food and beverage products through its private label Noice.
The growing interest in premium groceries reflects a broader change in India’s quick-commerce market. Companies are increasingly focusing on basket size and profitability after initially competing heavily on delivery speed and customer acquisition.
Premium products such as speciality coffee, imported or premium cheese, chocolates and high-end cooking oils generally command higher selling prices compared with regular grocery staples. This can help platforms increase their average order value.
According to estimates cited in the report, India’s quick-commerce market could expand from around $10-11 billion currently to approximately $65-70 billion by 2030.
Large quick-commerce platforms are currently seeing average order values broadly in the ₹500-700 range, making higher-value categories increasingly important.
For Flipkart, the gourmet grocery expansion also strengthens the wider ecosystem being built around Minutes. The ecommerce company is simultaneously expanding into financial services through super.money and is reportedly preparing to test online food delivery in Bengaluru before considering a wider launch.
