Blinkit pilots premium grocery service 'Gourmet'

Blinkit pilots premium grocery service 'Gourmet'

Blinkit, a leading player in the quick commerce space, has launched a new premium grocery service called 'Gourmet.'

The pilot program is currently available in select areas of Bengaluru, Delhi-NCR, and Mumbai.

The move comes as part of Blinkit's strategy to tap into the demand for high-end food and grocery products while also boosting order values and improving profit margins.

Dedicated dark stores for premium products

The 'Gourmet' service features a wide range of premium products, including artisanal cheeses and breads, as well as ozone-washed fruits and vegetables.

The offering is being supported by a separate network of around five dedicated dark stores - two each in Delhi and Bengaluru, and one in Mumbai.

This strategic move is likely to help Blinkit compete directly with other well-funded players like FirstClub.

Niche brand partnerships to enhance premium offerings

While the current pilot of 'Gourmet' is small, it could serve as a model for expansion into other cities if it proves successful.

Blinkit has already partnered with several niche brands such as The Gourmet Jar, Krumb Kraft, Oat Mlk, VK Hydroponic Farms, and Zuru Zuru.

It is also in talks with more players like Urban Platter to further expand this premium grocery offering.