Flipkart Minutes Clocks 4X Growth In Two Years, Expands To 150 Cities

Flipkart Minutes has just turned two, and the numbers read like a quick commerce business that found its groove. Launched in August 2024, the platform has grown 4X year on year, expanded to nearly 1,200 micro fulfilment centres and pushed into more than 150 cities. The company says it has also created over 4 lakh direct and indirect jobs since launch.

Six in ten customers come back

Around 60% of Flipkart Minutes customers return to shop on the platform, the company said. That repeat behaviour matters more in quick commerce than raw order counts, because delivery within minutes only makes money when the same household keeps ordering.

The biggest surprise is where the growth is coming from. Flipkart Minutes says its customer base in Tier II and smaller cities has grown nearly 25X year on year. Ambala, Barabanki, Bhagalpur, Durgapur, Kanpur, Roorkee, Siliguri, Salem and Tiruppur are among the markets the company named.

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Tier II carts are not just daily essentials

Smaller city shoppers are buying beyond the usual grocery list. The company said demand in these markets includes Korean noodles, sauces, ready to eat meals, premium skincare and personal care products. Gourmet and specialty grocery, launched within the past year, has grown 8X. Mens grooming is up nearly 6X and pet food close to 5X year on year.

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Gen Z is the other engine. Their customer base rose nearly 5X in the past 12 months and the segment accounts for more than 45% of orders across beauty, electronics, gaming, wearables, fragrance, health and nutrition, and grooming. They also account for one in three gourmet orders.

A Rs 6 lakh order and 500 D2C partners

Kunal Gupta, senior vice president and head of Flipkart Minutes, said the platform has moved from daily essentials to a wider range of categories and shopping occasions. The largest single order on the platform so far was worth Rs 6 lakh and included five smartphones.

Flipkart Minutes has partnered with nearly 500 direct to consumer brands since August 2024, and works with Farmer Producer Organisations to connect thousands of farmers to consumers. A growing share of last mile deliveries now uses electric vehicles, supported by battery swapping across micro fulfilment centres, and the company has introduced lighter compostable packaging for key fruits and vegetables.

Why it matters

Quick commerce in India was written off as a metro habit funded by discounts. Flipkart Minutes’ two year report suggests the habit travels. When a customer in Bhagalpur orders premium skincare and a family in Kanpur spends Rs 6 lakh in one go, the basket is no longer a packet of milk and a loaf of bread. That is the real prize in this race, and it is why every large platform is now building warehouses in towns that did not have them two years ago.