Q-comm takes private labels to fresh produce

Quick-commerce platforms are taking their private-label push into fresh produce, targeting a category that offers the highest margin potential but is also the hardest to standardise. Zepto has rolled out Bloom for fruits and vegetables, while Swiggy’s Instamart is building Nectr, as platforms are looking at extending private labels beyond staples and packaged products and capture more of the economics of a category that features in a majority of quick-commerce orders.

Fresh produce private labels can generate margins of 35-45%, according to industry estimates, compared with 20-25% for premium packaged private labels and 15-25% for staples.