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Flipkart has entered the premium and gourmet grocery segment through its quick commerce arm Minutes, expanding beyond everyday grocery essentials as competition in the quick commerce market intensifies.
As part of the move, Minutes has introduced a private label, Pykd, for the premium grocery category. The expansion comes as quick commerce platforms increasingly move beyond routine grocery purchases and target consumers with higher value products and larger baskets.
Minutes’ gourmet grocery range includes products such as cheese, coffee, wood pressed oils and ghee, ramen and noodles, chocolates, kombucha and boba. Pykd currently offers products including namkeen and chips. The platform also plans to bring more premium brands into the category.
The launch reflects a broader shift in India’s quick commerce sector, with leading players expanding their assortment to tap higher value consumption. Zepto is preparing its premium grocery service Select, while Blinkit has introduced Gourmet. Bengaluru based FirstClub is also building its business around premium grocery.
With Pykd, Flipkart Minutes is adding an in house brand to its gourmet grocery portfolio alongside products from established brands. Private labels allow quick commerce companies to exercise greater control over product assortment and pricing while creating additional opportunities for margins.
The strategy is similar to Swiggy Instamart’s private label Noice, which offers products across food and beverage categories.
The focus on premium grocery is also linked to the industry’s growing emphasis on increasing average order values. Speciality coffee, imported cheese, premium chocolates and high quality oils typically command higher prices than everyday grocery staples, making them attractive categories for platforms looking to increase basket sizes and improve profitability.
According to estimates from Bain & Company and Flipkart’s How India Shops Online 2025 report, India’s quick commerce market could grow from around $10 billion to $11 billion currently to approximately $65 billion to $70 billion by 2030.
Most major quick commerce platforms are currently reporting average order values in the range of ₹500 to ₹700, with increasing basket sizes becoming an important focus as companies work towards improving unit economics.
