Quick commerce platform Zepto is set to launch Select, a dedicated premium grocery service within its app, marking its entry into the fast-growing premium grocery segment as competition intensifies among quick commerce players.The service, expected to go live in the coming weeks, will offer a curated assortment of imported food, gourmet groceries and premium consumer products through a separate tab on the Zepto app, according to people familiar with the matter.The offering will compete with category pioneer FirstClub and Blinkit Gourmet, which have built businesses around premium and imported products.The launch marks a strategic shift for Zepto, which has traditionally positioned itself as a platform for affordable, high-frequency purchases, often drawing comparisons with value retailer DMart.While rivals, including Blinkit, Swiggy Instamart, Flipkart Minutes, BigBasket and Amazon Now have expanded aggressively into more than 300 cities and towns, Zepto has remained focused on India’s top 40-60 urban markets, where premium consumption is rising faster.People aware of the development said Zepto has begun onboarding premium consumer brands ahead of the rollout and recently concluded a pilot in select neighbourhoods, receiving encouraging customer response. The company is now preparing for a wider launch.Sources added that Zepto intends to differentiate Select through sharper pricing on several imported and premium products, a strategy aimed at attracting affluent urban consumers without sacrificing its value proposition.The move comes as quick commerce companies look beyond convenience to unlock higher-margin categories. Premium grocery, once considered a niche segment, has gained traction as affluent consumers increasingly seek imported foods, gourmet ingredients and specialty products delivered within minutes.Blinkit was among the first large quick commerce players to test the segment through Blinkit Gourmet after Bengaluru-based FirstClub established demand for curated premium brands. Zepto’s entry underscores the growing importance of premium grocery as the next battleground in India’s quick commerce market.Zepto did not respond to businessline’s request for comment till the time of publication.Published on July 14, 2026