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Launch · Commerce & Consumer Brands

Zepto launches premium grocery service named Select

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Date
Company
Zepto
What it does
Quick commerce grocery delivery platform
Kind
Launch
Stage
growth
Based in
Mumbai
Founded
2021
Sector
Commerce & Consumer Brands

What they do

Zepto operates a quick commerce platform delivering groceries and household essentials to urban consumers in minutes

What happened

The company is rolling out Select, a new premium grocery service designed to offer high-end products to its existing user base

Why it matters

Quick commerce platforms are expanding into gourmet segments to increase order values and improve margins through higher-priced, niche product offerings

The details

  • Zepto is introducing a premium grocery service branded as Select to capture the high-end consumer segment.
  • This move follows a broader industry trend where quick commerce platforms are diversifying their inventory beyond mass-market staples.
  • Competitors like Blinkit, Flipkart Minutes, and Amazon are simultaneously launching or expanding their own gourmet and premium product ranges.
  • Specialist players such as FirstClub and Handpickd have also entered the quick commerce space to focus on premium quality.
  • The strategy aims to leverage the existing urban user base that is increasingly willing to pay for faster delivery of luxury food items.

The bigger picture

  • Premium product baskets are valued between Rs 1,500 and Rs 2,000, significantly higher than the standard Rs 500-700 order value.
  • These items allow platforms to command higher take rates (the percentage of revenue a platform keeps from sales) compared to large FMCG brands.
  • The gourmet food segment in India is projected to reach $24.5 billion by 2034 with an annual growth rate of approximately 18%.

About the business

  • Zepto provides ultra-fast delivery of groceries and daily essentials through a network of dark stores.
  • The company targets time-sensitive urban consumers who prioritize convenience and speed.
  • The platform is currently integrating premium and gourmet categories to increase the average basket size per customer.
  • Operational challenges for this segment include difficult inventory forecasting and the management of highly perishable goods.
  • The company competes with major players like Blinkit and Instamart, as well as niche premium retailers.

The deal

Type
launch

Founders

  • Aadit Palicha, Co-founder and CEO
  • Kaivalya Vohra, Co-founder and CTO

About Zepto

Product
A rapid-delivery app for groceries and everyday essentials.
Customers
Consumers ordering groceries and essentials online.
How it makes money
It earns from product margins, delivery fees, and order-value thresholds across its quick-commerce network.
What sets it apart
It was built as a quick-commerce native company from day one.
Operations
Operates dark-store based 10-minute delivery across multiple Indian cities.

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