Zepto to take on Blinkit Gourmet, FirstClub with new premium grocery service 'Select'

The fast-growing quick commerce platform, Zepto, is gearing up to introduce a new feature called 'Select' within its app, aimed at delivering a premium grocery shopping experience. This new offering is designed for consumers seeking high-end grocery products and is expected to launch in the coming weeks, according to a report from MoneyControl. Zepto Select will directly compete with established players like FirstClub and Blinkit Gourmet, which cater to luxury grocery shoppers. The feature is anticipated to showcase a curated range of imported foods, gourmet items, and various premium grocery products. Initially, the focus will be on major cities across India, specifically targeting the top 40 to 60 urban centers where consumer income levels are higher and demand for premium options is growing. While competitors such as Blinkit, Swiggy Instamart, Flipkart Minutes, BigBasket, and Amazon Now have expanded their services to smaller cities, Zepto aims to concentrate its efforts on larger urban markets. The report also reveals that Zepto has conducted tests for Select in select locations, which received a favorable response from users. This new tab will function as a dedicated section in the Zepto app, allowing customers to easily browse premium products, including gourmet groceries and imported food items. In preparation for the official launch, Zepto has begun discussions with premium and luxury brands to curate an exclusive selection for the Select category. The company's strategy includes offering competitive pricing to draw in more customers, potentially undercutting its rivals. While Zepto has yet to confirm the launch of 'Select,' an announcement is expected soon. This move marks a significant shift for Zepto as it expands beyond its traditional focus on everyday low-cost grocery items, hinting at a broader strategy to tap into the premium market segment in India.