Customer base in Tier 2+ cities grows nearly 25X, while Gen Z adoption rises nearly 5X
Flipkart Minutes, Flipkart’s quick-commerce offering, has completed two years since its launch in August 2024, recording 4X year-on-year growth and expanding to nearly 1,200 micro fulfilment centres across 150+ cities. The platform has also created more than 4 lakh direct and indirect jobs, while around 60% of customers return to shop on the platform.
Tier 2+ markets are emerging as a key growth driver, with the customer base growing nearly 25X year-on-year across cities including Ambala, Barabanki, Bhagalpur, Durgapur, Kanpur, Roorkee, Siliguri, Salem and Tiruppur. Demand is also expanding beyond everyday essentials to categories such as Korean noodles, sauces, ready-to-eat meals, skincare and personal care.
Gen Z has become the fastest-growing customer cohort, with its customer base increasing nearly 5X in the past year. The segment contributes over 45% of orders across beauty, electronics, gaming, wearables, fragrance, health and nutrition, and grooming.
Kunal Gupta, Senior Vice President and Head of Flipkart Minutes, said, “In two years, Flipkart Minutes has evolved from a convenience offering into a broader shopping channel, with customers using it for much more than their daily essentials. What is particularly interesting is how quickly this behaviour is spreading beyond the largest cities, while Gen Z is also bringing new categories and new shopping occasions to the platform. With our growing network, we have an opportunity to make this experience available to more consumers across the country, while creating new opportunities for brands, farmers and local businesses to reach customers.”
Premium categories are also gaining traction, with gourmet and specialty grocery growing 8X, men’s grooming nearly 6X and pet food 5X year-on-year. The platform’s largest order to date was worth ₹6 lakh and included five smartphones.
Flipkart Minutes now works with nearly 500 D2C brands and thousands of farmers through FPO partnerships, while expanding EV-based deliveries and sustainable packaging initiatives.
