Zepto to Launch ‘Select’ Premium Grocery Service, Report Says

Zepto is preparing to launch 'Select', a dedicated premium grocery service within its app, according to a Moneycontrol report. The new offering is expected to debut in the coming weeks and will feature imported food, gourmet groceries and other premium products through a separate section on the Zepto app. 

According to the report, the launch marks Zepto's entry into the premium grocery segment, where it will compete with offerings such as FirstClub and Blinkit Gourmet.  

What Is Zepto Select? 

As reported by Moneycontrol, Select will offer a curated range of imported and premium grocery products through a dedicated tab within the Zepto app, similar to Blinkit Gourmet. 

The report added that Zepto has already started engaging with premium consumer brands to onboard products ahead of the launch. The company also recently completed a pilot in selected locations, where it reportedly received encouraging customer response, paving the way for a broader rollout. 

Also, Zepto plans to differentiate Select by offering several imported and premium products at more competitive prices than rival platforms. 

Why Is Zepto Entering the Premium Grocery Segment? 

According to the Moneycontrol report, Zepto has largely focused on low-value, high-frequency purchases and has concentrated its operations in the top 40–60 cities. The launch of Select represents a shift towards catering to consumers seeking premium grocery products. 

The report noted that premium consumption is gaining momentum in India across categories such as fashion, cookware and lifestyle products. For quick-commerce companies, premium groceries can also improve business economics by increasing basket sizes, average order values, and customer retention. 

Read More: Zepto IPO: Comparing Zepto with Blinkit and Swiggy Instamart on Orders, Revenue and Profitability 

Quick Commerce and Food Delivery Are Following Different Strategies 

The Moneycontrol report highlighted that while quick-commerce companies are expanding into premium categories, food-delivery platforms are increasingly targeting affordability. 

For instance, Swiggy recently introduced Toing, a budget-focused food delivery service aimed at lowering order values, while Rapido is positioning its food-delivery business around affordable meals. 

The report noted that these contrasting strategies reflect different priorities, with quick-commerce companies focusing on higher basket values and food-delivery platforms seeking to increase order frequency through lower prices. 

Conclusion 

Zepto is set to enter the premium grocery segment with the launch of Select, a dedicated platform for imported and gourmet products. The move is expected to strengthen Zepto's presence in the premium consumption space as competition intensifies in India's quick-commerce market. 

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