The company reported that the quick shopping service Flipkart Minutes achieved fourfold year-over-year (YoY) growth and expanded its network to nearly 1200 micro-fulfillment centers in over 150 cities.
Launched in August 2024, Flipkart Minutes has created over 400 thousand direct and indirect jobs since its launch and recorded a repeat purchase rate of 60%.
A key factor in this growth is the second-tier and lower markets. The customer base in cities such as Ambala, Barabanki, Bhagalpur, Durgapur, Kanpur, Roorkee, Siliguri, Salem, and Tiruppur has increased almost 25 times in a year. Demand in these regions extends beyond daily necessities, including the popularity of Korean noodles, sauces, ready-made meals, as well as premium cosmetics and skincare products.
The Gen Z generation has become the fastest-growing customer group on Flipkart Minutes, showing an almost fivefold increase in its customer base over the last twelve months. This cohort accounts for over 45% of all orders in categories such as beauty, electronics, games, wearables, perfumes, health, and nutrition, while making up one-third of all gourmet food orders.
The data indicates that this generation uses the quick shopping service for a much wider range of goods—from daily needs to premium and desired categories.
Kunal Gupta, Vice President and Head of Flipkart Minutes, noted that in two years, Flipkart Minutes has transformed from a simple convenience offering into a full-fledged purchasing channel where customers use it not only for daily needs. He emphasized that it is particularly interesting to observe how quickly this behavior is spreading beyond the largest metropolitan areas, and how Gen Z is bringing new categories and reasons to shop to the platform.
In addition to fruits, vegetables, and basic groceries, there is significant growth in the premium and discretionary goods segments. Gourmet and specialized products launched over the past year have grown eightfold, demonstrating demand for cold-pressed olive oil, imported cheeses, international avocado varieties, and Korean ready meals. Men's grooming has grown almost sixfold year-over-year, and pet food has grown fivefold, reflecting the expansion of product assortment that customers are choosing through quick shopping.
Since August 2024, Flipkart Minutes has formed a partner ecosystem that includes about 500 D2C brands, giving them access to local demand and new consumer segments.
