New Delhi, 11 September (H.S.): Flipkart’s quick-commerce offering, Flipkart Minutes, has registered fourfold year-on-year growth since its launch, rapidly expanding its presence in India’s online retail market. Over the past two years, the platform’s network has grown to nearly 1,200 micro-fulfilment centres across more than 150 cities.

The platform has created more than 400,000 direct and indirect employment opportunities since its inception. The company said Tier-2 and smaller markets are playing a significant role in this growth. In cities such as Ambala, Barabanki, Bhagalpur, Durgapur, Kanpur, Roorkee, Siliguri, Salem and Tiruppur, the customer base has grown nearly 25-fold year-on-year. Demand in these markets is no longer limited to everyday essentials. Strong demand is also being witnessed for products such as Korean noodles, sauces and ready-to-eat meals, as well as premium skincare and personal-care categories.

Gen Z Participation Broadens the Scope of Quick Commerce

The company said Gen Z has emerged as the fastest-growing customer segment on Flipkart Minutes. Over the past 12 months, the customer base in this segment has grown nearly fivefold year-on-year. Gen Z customers account for more than 45 percent of orders in categories such as beauty, electronics, gaming, wearables, fragrances, health and nutrition, and grooming. In addition, one out of every three orders in the gourmet category is placed by a Gen Z customer. According to the company, these figures demonstrate that this generation is using quick commerce to purchase a much broader range of products, extending from everyday essentials to premium and lifestyle-oriented categories.

Kunal Gupta, Senior Vice President and Head of Flipkart Minutes, said that over the past two years, Flipkart Minutes has evolved from being merely a convenience service into a broader shopping platform. Customers are now using it to purchase a wide range of products beyond everyday necessities. He said the notable aspect is that this shopping trend is also growing rapidly beyond the major cities. At the same time, Gen Z customers are purchasing products from newer categories on the platform and creating new shopping opportunities.

He said the platform’s expanding network gives it significant potential to take this shopping experience to more consumers across the country while also creating new opportunities for brands, farmers and local businesses to reach customers.

India’s Changing Shopping Basket

The company said that, apart from everyday essentials and fruits and vegetables, Flipkart Minutes is also witnessing strong growth in premium and aspirational categories. The gourmet and speciality grocery categories launched over the past year have recorded eightfold growth. Demand is being seen for products such as cold-pressed oils, imported cheese, international varieties of avocados and Korean ready-to-eat meals. The men’s grooming category has grown nearly sixfold year-on-year, while the pet food category has registered fivefold growth. This reflects the growing diversity of products that consumers are purchasing through quick commerce.

Building for India: Partners, Farmers and Environment-Friendly Initiatives

Flipkart said that since August 2024, Flipkart Minutes has built a partner ecosystem comprising around 500 direct-to-consumer (D2C) brands, providing them with opportunities to tap into hyperlocal demand and reach new customer segments. Through partnerships with Farmer Producer Organisations (FPOs), the platform has also connected thousands of farmers directly with consumers. This has helped farmers gain access to new markets and secure better value for their produce.

Flipkart Minutes is also working towards building a more sustainable delivery network. An increasing share of last-mile deliveries is now being completed through electric vehicles, while battery-swapping infrastructure is being deployed at micro-fulfilment centres. The platform has also introduced lightweight compostable and biodegradable packaging for key fruit and vegetable categories, helping reduce the use of virgin plastic.

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Hindusthan Samachar / Jun Sarkar