Zepto readies premium 'Select' service to rival Blinkit Gourmet, FirstClub
Zepto plans to launch 'Select', an in-app premium grocery tier stocking imported and gourmet products, targeting India's top 40-60 cities. The move pits it against Blinkit Gourmet and FirstClub as quick-commerce players chase higher-margin, affluent shoppers in coming weeks.
What happened
Zepto is set to launch 'Select', a premium grocery service within its app featuring imported and gourmet products, targeting India's top 40-60 cities to rival
Key facts
- 40 to 60 cities
Why this matters
The premium push signals intensifying competition for the affluent quick-commerce segment, opening partnership or acquisition angles around gourmet/imported brand supply and specialty cold-chain logistics.
What to watch
- Select AOV and repeat-rate disclosures vs standard Zepto orders
- City count actually launched vs the 40-60 target within 60 days
- Import SKU availability and spoilage/return rates
- Promo intensity on premium items (subsidy signals margin erosion)
- Blinkit/FirstClub countermoves within weeks of launch
- Zepto IPO commentary linking Select to profitability story
- Zepto signs exclusive import/gourmet supplier and private-label deals to lock differentiated SKUs
- Blinkit Gourmet accelerates city rollout and adds membership/loyalty perks to defend affluent cohort
- FirstClub leans into curation and brand-partnership storytelling to avoid direct price competition
- Zepto builds dedicated premium dark-store zones or micro-fulfillment for temperature-sensitive imports
- Competitors test 10-15 min premium delivery SLAs to justify higher pricing