Flipkart’s Quick-Commerce Business Thrives in Small Towns
MUMBAI: Flipkart’s quick commerce business, Minutes, is experiencing significant growth in small towns across India. Cities like Siliguri, Ambala, Barabanki, Bhagalpur, and Durgapur have seen a nearly 25-fold increase in customer adoption year-on-year. The overall Minutes business has expanded four times since its launch two years ago, now operating nearly 1,200 dark stores in over 150 cities.
Customer Engagement and Product Range
Flipkart reports that around 60% of customers return to shop on Minutes. The platform is not only catering to everyday essentials but also expanding into gourmet and premium products. Demand for specialty grocery items, launched within the past year, has surged eight times, driven by interest in cold-pressed oils, imported cheeses, international avocado varieties, and Korean ready-to-eat meals. Consumers in smaller cities are increasingly purchasing items like Korean noodles, sauces, and premium skincare products.
Standalone App Development
Flipkart is reportedly piloting a standalone app for Minutes, with a broader rollout anticipated ahead of its annual festive sales in October. Kunal Gupta, Senior Vice President and Head of Flipkart Minutes, stated that a dedicated app would enhance Minutes’ identity as a quick commerce platform. Analysts at JM Financial noted that the timing is favorable, coinciding with the Big Billion Days (BBD), a period of heightened consumer engagement for Flipkart.
Gen Z’s Impact on Growth
Gen Z has emerged as the fastest-growing customer segment on Minutes, with its user base increasing nearly five times year-on-year in the past twelve months. This demographic accounts for over 45% of orders in categories such as beauty, electronics, gaming, wearables, fragrance, health and nutrition, and grooming. Gupta emphasized that Minutes has evolved from a convenience offering into a broader shopping channel, with new shopping behaviors emerging rapidly beyond major cities.
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