Bengaluru, Oct. 3 -- With speed no longer a differentiator, grocery-delivery platforms are now serving indulgence, freshness and aspiration-instantly. From gourmet fruits to ozone-washed greens to artisanal sourdoughs, quick commerce is moving upmarket in search of high-end, better-paying customers to boost their margins. The latest to join the sprint is food-delivery giant Zomato-owned Blinkit, which is looking to expand its fresh range to include ozone-washed fruits and Hazard Analysis Critical Control Point (HACCP)-certified produce, as well as handpicked bread and cheese imported from Europe, two people close to the development told Mint. HACCP is a science-based system to control food safety hazards, widely adopted by national regulators. Doing so will help the platform increase margins and the basket size, they explained. To be sure, it already has premium sellers such as Urban Platter selling organic produce, just like Swiggy Instamart and Zepto. However, it now plans to source hydroponics and exotic produce directly through exclusive arrangements with sellers. "Blinkit's market strength lends itself perfectly to premium produce, satisfying those users who are consistently showing they will pay more for better-quality farm-fresh goods," said one of the two persons, on condition of anonymity. Blinkit declined to comment on Mint's queries. Its rival, Swiggy Instamart, introduced 'Handpicked' in June 2024, partnering with local eateries such as Brik Oven and Iyengar's Bakery-both also available on Blinkit-to offer a range of global delicacies and oriental products. The platform later integrated the vertical with its larger Instamart service. The category, coupled with the app's business from its private labels such as Noice, has helped drive up its average order value (AOV) to Rs.612 in the June quarter of 2025-26 from Rs.487 a year ago, as shown in filings with the stock exchanges. Even Zepto, Amazon Fresh and Flipkart Minutes are partnering with niche, upscale food and grocery brands. The shift reflects the push by quick-commerce firms to chart a viable path to profitability by nudging customers towards higher-value, higher-margin baskets. Gourmet items-typically priced 20-30% higher than mass-market goods-can have a direct impact on their unit economics, pushing AOV upwards of Rs.600-700, according to Naveen Malpani, partner-consumer and retail at business consulting firm Grant Thornton Bharat....