There was a time when quick commerce apps were judged purely on speed, how fast a rider could get a packet of biscuits to your door. That race hasn't stopped, but a second one has quietly started alongside it, and it's about what's actually sitting in the delivery bag. Flipkart Minutes just made its opening move in that race with Pykd, a new private label built entirely around gourmet and specialty food.
The lineup reads more like a farmers-market shelf than a typical grocery run, think specialty coffee, imported cheese, ramen, chocolate, kombucha, boba, wood-pressed oils and ghee. Pykd itself is starting smaller, currently stocking items like chips and namkeen, with the company signalling plans to widen the range to more premium brands over time. Everything sits alongside Minutes' existing catalogue, giving shoppers access to both third-party and in-house premium picks in one place.
Flipkart isn't inventing this playbook so much as joining a queue that's already forming. Zepto has been working on an upgraded grocery delivery experience, Blinkit already runs its own gourmet vertical, and Bengaluru-based FirstClub has built its entire identity around premium food. The logic is straightforward: imported cheese and single-origin coffee carry fatter margins than rice and detergent, and platforms chasing profitability need baskets that are worth more, not just baskets that arrive faster.
The bigger picture explains why everyone's piling in at once. India's quick-commerce market is projected to grow roughly sixfold, from around $10-11 billion today to $65-70 billion by 2030, according to a joint study by Flipkart and Bain & Company, with typical order values across major platforms now hovering between Rs 500 and Rs 700. Pykd is just Flipkart's latest bet that the way to grow that number further is to sell shoppers something a little more indulgent.
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