Flipkart ventures into higher-margin gourmet grocery categories through its rapid-delivery arm Minutes and launches a new private label Pykd, reflecting a broader industry shift towards premium offerings and larger baskets in India’s expanding quick-commerce market.
Flipkart has widened its quick-commerce offer with a move into gourmet grocery through Minutes, the company’s rapid-delivery arm, as Indian platforms push beyond everyday staples and into higher-margin categories. The expansion comes with a new private label, Pykd, which gives Flipkart a house brand in the premium segment and adds another layer to an increasingly crowded market.
According to Moneycontrol, Minutes’ gourmet assortment now includes items such as cheese, coffee, wood-pressed oils, ghee, ramen, noodles, chocolates, kombucha and boba. Pykd is currently being used for snacks including namkeen and chips, with the company said to be planning further additions from premium brands. The strategy mirrors Swiggy Instamart’s Noice, which operates as an in-house label across food and beverage lines.
The broader push reflects a shift across quick commerce as companies seek larger basket sizes and better profitability. Premium grocery items such as speciality coffee, imported cheese, chocolates and higher-end oils typically command higher prices than ordinary household basics. Bain & Company and Flipkart’s own How India Shops Online 2025 report project India’s quick-commerce market could expand from about $10 billion to $11 billion today to roughly $65 billion to $70 billion by 2030.
Flipkart’s move also lands in the middle of a wider premium grocery race. Moneycontrol, NDTV Profit and Financial Express have reported that Zepto is preparing to launch Select, a premium in-app service offering imported foods, artisanal products and other higher-end essentials, while Blinkit already has Gourmet and Bengaluru-based FirstClub remains focused on the same niche. Business Today reported that Zepto’s push is tied to the industry’s drive for larger baskets and stronger margins as it works towards an initial public offering. Flipkart itself is also broadening its consumer ecosystem, with Minutes, super.money and a planned foray into food delivery, including an early pilot in Bengaluru and an eventual launch on the government-backed Open Network for Digital Commerce before its own app, according to Business Standard.
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