Flipkart Minutes adds gourmet range to attract buyers seeking premium products
'With the launch of gourmet, we are not just expanding our assortment but also redefining what convenience means for India's growing modern consumers,' said Kabeer Biswas, vice president at Flipkart Minutes. 'Whether it's crafting an authentic Asian meal, baking at home, or simply discovering new tastes, our curated selection ensures they get quality products from their favourite brands, delivered in minutes at their doorstep.'
Under the gourmet section, Flipkart Minutes has 650 products from 130 brands—international brands including Samyang, Nongshim, Barilla, and Abbie's, as well as Indian brands such as Habanero and WickedGud. Currently, Flipkart Minutes' gourmet offerings are live in Delhi, Mumbai, and Bangalore, with plans to expand to more cities. Interestingly, consumers in tier-2 markets are also showing a liking for these gourmet products. 'Tier 2 audiences are getting more conscious about trying global ingredients and new flavours, and are being open to non-traditional palettes. Quick commerce is leading at the moment,' said Griffith David, founder of Habanero.
Need for premiumisation This development also comes at a time when the quick commerce segment is seeing increasing competition—making it more important than ever for platforms to differentiate from rivals.
Another ecommerce giant, Amazon, has also joined the race of quick commerce through Now. After launching its service in Bangalore in June, Amazon expanded its quick commerce service to a few localities in Delhi in July.
Besides, new players are also entering the online grocery delivery business by offering more premium and quality products. One such example is FirstClub. It is a new quick commerce platform that focuses on delivering a select range of premium products within 20-30 minutes.
In September 2024, ET reported that Ayyappan R, former chief executive of Flipkart-owned Cleartrip, was set to launch FirstClub and was in talks with venture capital firms Accel and RTP Global for significant seed funding. Similarly, Mumbai-based LoveLocal is a hyperlocal delivery app for groceries, fresh vegetables, fruits, and other essentials. It connects users to their local kirana store or small supermarket to place their orders. Instead of speed, LoveLocal focuses on providing good quality and fresh products to its users.
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