Flipkart Renames Groceries as "Kilos," Promising to Provide Everyday Necessities at Wholesale Pricing

According to a company advertisement, e-commerce giant Flipkart has changed the name of its grocery division from "Grocery" to "Kilos," with the goal of offering daily necessities at discounted costs. Kilos is displaying extended delivery timeframes for goods comparable to Amazon's Fresh, in contrast to Flipkart's more recent rapid commerce offering Minutes. Kilos has a bright "NEW" tag on the Flipkart mobile app, and tapping it brings up a redesigned UI. On its website, meanwhile, selecting Kilos still takes users to the well-known Grocery interface.
New Business Strategies to Attract More Customers
Kilos is being promoted by Walmart-owned Flipkart through its BIG Bachat Day Sale, which includes deals and discounts. Additionally, the business has highlighted supermarket offers at "wholesale prices" in WhatsApp messaging. Similar to Amazon Fresh and other grocery delivery services, this tactic of promoting grocery stocking at the beginning of the month by offering discounts, card deals, and coupons is used. Whether Kilos provides anything more than a Grocery branding is still unknown.
The e-commerce giant has expressed optimism about its intentions to grow Flipkart Minutes, concentrating on expanding its network of dark stores by introducing more cities and categories to the site. Quick medication delivery has already been introduced in Bengaluru and Delhi, with plans to bring the service to other prestigious cities.
Current Landscape of India’s Quick Commerce Sector
A few major participants in India's rapid commerce market—Zepto, Blinkit from Zomato, and Instamart from Swiggy—are engaged in fierce competition. With almost 11 million downloads across Google Play and the Apple App Store, Zepto was the most popular app. Blinkit has about 6.6 million downloads, compared to 9.8 million for Swiggy's app, which includes Instamart. Dunzo received less than a million downloads, whereas Tata's BigBasket e-commerce platform, which included BB Now in its main app, received over 3.5 million.
According to market share estimates, Blinkit leads with 45%, followed by Instamart with 27%, Zepto with 21%, and BB Now with 7%. When customers switched from small Kirana (neighbourhood) businesses to online platforms during the pandemic in 2021, the rapid commerce model—which at first focused on 10-minute deliveries—became popular in India.
In order to satisfy the increasing demand, rapid commerce businesses have now made significant investments in dark shopfronts, increased the range of products they offer, and improved their delivery systems. For example, Zepto operates 200–250 dark stores in major cities like Chennai, Hyderabad, Bengaluru, Delhi-NCR, and Mumbai.

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