Zepto Eyes Premium Market: Quick-Commerce Player to Launch 'Select' Service

Quick-commerce unicorn Zepto is set to enter the premium grocery segment with the launch of ‘Select’, a new in-app offering designed to capture the growing demand for high-end food products in India.

The service will feature a curated selection of imported goods, artisanal brands, gourmet ingredients, and premium organic produce. Positioned as a dedicated tab within the Zepto app, the initiative is a strategic move to move beyond high-frequency, low-margin daily essentials. By targeting affluent urban consumers, Zepto aims to significantly increase its average order value (AOV) and enhance customer retention.

The launch, expected in the coming weeks, follows a successful pilot program. Zepto is already aggressively onboarding premium brands and is reportedly planning to price its gourmet offerings competitively to challenge established rivals like Blinkit Gourmet and FirstClub. This pivot toward premiumization comes as the company prepares for a highly anticipated IPO, signaling to investors that its growth strategy is shifting from pure delivery speed to high-value, margin-accretive retail experiences.