Zepto Launches 'Select' Premium Grocery to Chase Higher Order Values
Zepto is rolling out 'Select', an in-app premium tier for imported and gourmet products across India's top 40-60 cities. The move pits it against Blinkit Gourmet and FirstClub as quick-commerce players push upmarket to lift basket sizes in a ₹70,000 Cr opportunity.
What happened
Zepto is launching 'Select', a premium grocery service offering imported and gourmet products within its app, targeting India's top 40-60 cities. It competes
Key facts
- top 40-60 cities
- ₹70,000 Cr
Why this matters
Zepto going head-to-head with Blinkit Gourmet and FirstClub validates premium grocery as a contested vertical, opening potential for partnerships or acquisitions around gourmet/imported supply chains and private-label sourcing.
What to watch
- AOV and gross-margin disclosures in next Zepto funding/earnings update
- Number of cities live vs the promised 40-60 within 8-12 weeks
- Exclusive import/brand supply agreements announced by any player
- Discounting intensity on premium SKUs (signals margin erosion)
- Dark-store cold-chain investment announcements
- Blinkit accelerates Gourmet city expansion and locks exclusive import brand tie-ups
- FirstClub deepens membership/loyalty perks to defend affluent cohort
- Zepto adds private-label premium and cold-chain dark-store capacity in top metros
- Rivals introduce subscription bundles to raise switching costs on high-AOV users