This store is not owned or operated by Instamart. Rather, it is owned and run by a seller, with Instamart contributing branding and services. According to sources familiar with the matter, all sales made at the store go directly to the seller rather than to Instamart.
This pilot marks Instamart’s initial step into a physical format. However, sources indicate that it’s more of a focused experiment rather than a strategic pivot towards omnichannel retail by Swiggy’s quick-commerce division.
The experiential store is under 1,000 square feet, which is considerably smaller than Instamart’s dark stores, typically measuring between 2,500 and 4,000 square feet, and its larger “megapod” formats that can be as big as 8,000 square feet.
The offline store maintains a selection of only a few hundred SKUs, in contrast to the nearly 40,000 SKUs usually found in a dark store.
Available products cover specific categories where consumers often wish to see or touch items before buying, including fresh fruits and vegetables, pulses, and offerings from new direct-to-consumer (D2C) brands, according to sources.
Currently, only one store has opened, with plans to position similar stores around residential areas as discovery and experience-led formats rather than full-scale retail outlets. However, no clear expansion plans have been outlined.
This experiment has arisen from sellers’ interest in trying out this format under Instamart’s branding, especially for categories where tactile interaction can impact purchasing decisions.
This initiative comes shortly after Swiggy secured ₹1000 crore via QIP, primarily to invest in its quick-commerce business as competitive pressures rise.
Swiggy has not commented on this development.
(Edited by : Priyanka Deshpande)
