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E-marketplace Flipkart on Monday has gone live with quick commerce operations under ‘Minutes’. The company is currently serving select pin codes, according to screenshots of the vertical shared by some users on X. 

The company had been planning its foray into quick deliveries after foodtech players Zomato and Swiggy strengthened their quick commerce arms to sell a wide range of products—from shoes, cosmetics, home essentials to electronics—thereby eating into the market share of ecommerce players. 

Walmart-backed Flipkart was earlier reportedly eyeing to buy quick commerce unicorn Zepto but the talks fell through. The company has since steadily focused on developing its in-house instant delivery operations on top of existing delivery timelines of the next and slotted options. 

Earlier in the day, IPO-bound Swiggy tapped ex-More Retail executive Sairam Krishnamurthy as COO for Instamart amid a slew of other executive appointments in the vertical as it aims for quick commerce growth. 

Flipkart’s foray into quick commerce comes after Zomato’s Blinkit, which currently accounts for 22% of Zomato’s total revenue, clocked significant growth in the April to June quarter after reaching break-even in March 2024. Blinkit’s revenue more than doubled to Rs 942 crore during Q1 FY25 from Rs 384 crore earned last year.

Its peer Zepto had also said that its GMV had multiplied year-on-year to a base of more than $1 billion.