Zepto readies Select tab for premium groceries in 40 cities

A premium tab inside the app

Zepto is preparing to launch Select, a premium grocery service that will appear as a separate tab within its app, offering imported foods, gourmet products and higher end household items, Business Today reported, citing Moneycontrol. The service is expected to go live in the coming weeks and will initially focus on India’s top 40 to 60 cities, where incomes are higher and demand for premium products is stronger. Early testing reportedly drew a positive response in select locations, and Zepto has been meeting premium and luxury brands ahead of the rollout. There was no official confirmation from Zepto at the time of the report.

Taking on Blinkit Gourmet

Select will function much like Blinkit Gourmet, sitting as a dedicated section rather than a standalone app, the report said. Zepto is positioning it on competitive and lower priced offerings against rivals including Blinkit Gourmet and FirstClub. The move extends the quick commerce battle beyond speed and everyday groceries into premium assortments, where basket sizes and margins are typically larger. It also signals that leading platforms see room to segment their user base by spending power rather than serve a single mass market catalogue, a shift that could reshape how brands plan listings.

Why it matters: a dedicated premium tier gives Indian gourmet, imported and D2C brands a fast growing shelf aimed at higher spending urban shoppers, and brands weighing quick commerce should now consider premium placements and pricing, not only mass market visibility.