Published: [October 26, 2026]
StartupFeed Quick Take
- Flipkart is signing up brands across 5 segments for Flipkart for Earth, a planned premium store for toxin-free goods.
- Flipkart Green, its 2023 sustainability store, opened with about 30,000 products from over 40 brands.
- Swiggy Instamart’s Switch to Better range already covers more than 400 brands across 50 product categories.
Bengaluru-based Flipkart has started signing up brands for Flipkart for Earth, a new premium store for toxin-free and sustainable goods.
The Economic Times reported the plan on October 26, 2026, citing people familiar with it. Flipkart itself has said nothing. No launch date is public.
What Flipkart for Earth Will Sell
Flipkart for Earth will carry goods sold as healthier, toxin-free and sustainable. The pitch is wellness, at a higher price.
Brands are being signed up across five segments. They are beauty and personal care, snacks and beverages, home decor, fashion, and appliances.
Where the store will sit is still open. It may stay on the main Flipkart app. It may also run on Flipkart Minutes, the 10-minute delivery arm.
Minutes already sells gourmet food. Minutes launched its own label, Pykd, in August 2026, starting in Bengaluru with namkeen and chips.
A private label gives Flipkart more control over sourcing, price and margin in that range.
Walmart bought control of Flipkart in 2018. The group also owns Myntra and Cleartrip.
Flipkart Has Built Two Green Stores Before
This is not Flipkart’s first green store. The group has opened two already, and both were sold on ethics rather than price.
Myntra for Earth came first, in 2020. It opened with over 5,500 styles from more than 70 brands.
Flipkart Green followed in January 2023. It started with about 30,000 products from over 40 brands, across fashion, beauty, grooming, healthcare, food and home.
| Store | Opened | Size at launch |
|---|---|---|
| Myntra for Earth | 2020 | Over 5,500 styles, 70-plus brands |
| Flipkart Green | January 2023 | About 30,000 products, 40-plus brands |
| Flipkart for Earth | Not launched | Brands being signed up across 5 segments |
Neither of those two stores was sold as premium. Flipkart for Earth is.
Rivals got there first. Swiggy’s Q1 FY27 shareholders’ letter of July 30, 2026 shows its Switch to Better range covers more than 400 brands across 50 product categories.
FirstClub, a Bengaluru startup built around curated premium grocery, raised $55 Mn in June 2026. FirstClub runs in Bengaluru and Hyderabad.
What this means for you: If you run a D2C brand in clean beauty, better-for-you snacks or home care, a new shelf is being built right now. Flipkart is onboarding brands now, so get your certification papers and clean-label claims ready before the store opens.
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