Zepto readies premium grocery tier 'Select' to rival Blinkit Gourmet, FirstClub
Zepto is preparing a premium grocery section, 'Select', stocking imported and gourmet products across 40-60 high-income cities. The move pits it against Blinkit Gourmet and FirstClub as quick-commerce players chase affluent shoppers. Talks with premium brands are underway.
What happened
Zepto is preparing to launch a premium grocery section called 'Select' featuring imported and gourmet products, competing with Blinkit Gourmet and FirstClub.
Key facts
- 40-60 cities
Why this matters
The land-grab for affluent grocery shoppers opens partnership and acquisition angles with imported/gourmet brands and specialty distributors before all three players lock up exclusive supply relationships.
What to watch
- Number of cities actually live vs the 40-60 target within 2 quarters
- Announced brand partnerships and exclusivity terms
- Blinkit Gourmet / FirstClub counter-launches or price actions
- Zepto AOV and gross-margin commentary in funding/earnings updates
- Introduction of premium membership pricing or delivery-fee changes
- Sign exclusive/first-launch deals with imported and premium D2C brands
- Introduce tiered membership or loyalty perks bundling Select access with faster delivery
- Build dedicated premium dark-store zones or ambient/cold-chain capacity in top cities
- Layer curated bundles, chef/gourmet content, and higher-margin private label into Select