Zepto is preparing to launch 'Select', a dedicated premium grocery service within its app, offering imported foods, gourmet groceries, and premium consumer brands through a separate tab. The move positions the company against Blinkit Gourmet and FirstClub in the fast-growing premium grocery segment.
The company has already completed a pilot in select locations, which reportedly received encouraging customer response. It is now onboarding premium brands ahead of a wider rollout planned in the coming weeks.
Zepto plans to differentiate the offering through competitive pricing on imported and premium products, aiming to attract affluent consumers while increasing average order values and customer retention. Premium grocery categories typically deliver better margins than everyday essentials.
The launch reflects Zepto's strategy of deepening its presence in the top 40–60 cities rather than expanding aggressively into smaller markets, focusing on higher-value customers ahead of its IPO.
The premium push comes as Zepto prepares for its public listing, with the company seeking to strengthen its business mix through higher-margin categories alongside continued growth in quick commerce.
