Flipkart's Minutes enters gourmet grocery market with Pykd brand

Flipkart's quick-commerce division, Minutes, is expanding into the gourmet and premium grocery segment. As part of this strategic move, the company has introduced a new private label brand named Pykd, which will initially focus on snack items such as chips and namkeen.

The gourmet assortment includes specialty products like imported cheeses, artisanal coffees, kombucha, ramen, boba, wood-pressed oils, and ghee. The expansion aims to increase average order values and improve profitability by capturing higher-value consumer baskets, mirroring strategies used by competitors like Blinkit, Zepto, and Swiggy Instamart.

The Pykd brand is expected to be piloted first in Bengaluru. This move coincides with Flipkart's broader infrastructure expansion; the company has launched 1,000 micro-fulfillment centers across 130 cities and plans to expand to 1,500 centers across 180 cities in the coming months.