According to reports from Moneycontrol, Flipkart has entered the gourmet grocery segment through its quick-commerce arm Minutes, adding premium and speciality food products as competition in the category intensifies. The company has also launched a private label, Pykd, for the segment to compete in the premium grocery market. This strategic move comes as the sector matures and players look for ways to increase spending from their existing customer base rather than relying only on higher order volumes. The launch comes amid rising consumer interest in premium products across food, beauty and lifestyle segments, with buyers increasingly looking for products associated with better quality, unique ingredients and stronger brand value. As reported by Moneycontrol, this entry represents Flipkart's strategic move to compete in the premium grocery market through its quick-commerce platform, with the launch of Pykd as a private label demonstrating the company's commitment to building its own brand presence in the gourmet food category.
As reported by Moneycontrol, Minutes' gourmet range includes speciality coffee, imported cheese, chocolates, organic oils, wood-pressed oils and ghee, ramen and noodles, kombucha and boba. Meanwhile, Pykd currently offers products such as namkeen and chips. The company also plans to add more premium brands to the category, expanding its product range in the premium grocery segment. Through Pykd, Flipkart gains greater control over sourcing, pricing and product margins while reducing dependence on external brands. This approach gives the company greater control over pricing, sourcing and margins, while also allowing it to develop products specifically for its quick commerce customer base. The move is similar to Swiggy's approach with Noice, which it has been building out across food and beverage categories on Instamart, providing a private-label play within gourmet grocery that allows Flipkart to sell products under a brand it owns alongside third-party brands on Minutes.
According to Bain & Company, India's quick-commerce market reached around ₹10-11 billion in 2025 and is expected to reach ₹65-70 billion by 2030. Quick commerce now accounts for about 1.5% of India's total grocery market, while its share in major metro cities has reached around 6%-7%. However, most business remains based on everyday needs, with household essentials making up around 85%-90% of quick-commerce sales. Industry estimates suggest a typical quick-commerce order is currently around ₹500-₹700, while premium households can generate orders worth roughly ₹1,500-₹2,000 or more. For Flipkart, Minutes has shown strong growth momentum, with the platform crossing 1,000 micro-fulfilment centres across more than 130 cities and 8,000 pincodes in June. The company reported that orders had grown five times compared with the previous year, with more than 40% of customers from Gen Z and average fruit and vegetable order values increasing 30%.
According to the report, the move comes as quick-commerce companies expand beyond everyday grocery products and seek to attract customers with higher-value purchases. Zepto is preparing its premium grocery service Select, while Blinkit has launched Gourmet. Bengaluru-based FirstClub is also focused on premium grocery, creating intense competition in the segment. FirstClub was founded by former Flipkart SVP Ayyappan R., and the company helped pioneer the premium grocery category that its rivals have rapidly embraced. The move places Flipkart in a rapidly expanding category where competitors such as Blinkit and Zepto have already introduced dedicated premium grocery offerings. Blinkit has already launched 'Gourmet', while Moneycontrol had exclusively reported last month that Zepto was launching 'Select', its premium grocery service offering imported and gourmet products. For Flipkart, Pykd could help differentiate Minutes' gourmet assortment at a time when the same premium brands are increasingly available across rival quick commerce platforms.
