Flipkart Enters Hyperlocal Service Business; To Offer 90-Minute Delivery

On Tuesday, Flipkart launched a hyperlocal service called 'Flipkart Quick' that will deliver products from local hubs within 90 minutes. The new hyperlocal delivery model, which leverages the company's supply chain infrastructure and a new location mapping technology framework to deliver over 2,000 products across grocery, perishables, smartphones, electronics accessories, and stationery items, will commence operations in the suburbs of Bengaluru.

When an order is placed by a customer on the Flipkart Quick, he/she will be able to book a convenient two-hour slot between 6 am to midnight for delivery. Items for the order will be sourced from local neighbourhood stores, warehouses and retail chains.

The service will initially be operational in Whitefield, Panathur, HSR Layout, BTM Layout, Banashankari, RK Puram and Indiranagar, among other suburbs of Bengaluru.

The e-commerce company said that it will charge a delivery fee starting Rs 29 on these orders.

"This is a great model for India as households of all sizes are already used to their neighbourhood Kirana stores. In fact, Indian families are so comfortable with what we call the 'hyperlocal context', that there is a tendency to develop deep, familial ties with vendors, shopkeepers and service providers - now with the convenience of e-commerce," said Sandeep Karwa, a VP at Flipkart, in a statement.

The new service will allow Flipkart to deliver perishable products like fruits, vegetables, meats, and milk orders.

However, this is the company's second attempt at hyperlocal services. Back in 2015, Flipkart had launched 'Nearby' to deliver perishables, grocery, wellbeing, and household items within 60 minutes but was discontinued due to poor demand.