As quick commerce continues to expand in India, Swiggy Instamart, the 10-minute grocery delivery platform, is exploring offline retail. The Bengaluru-based company has opened its first experiential store in Gurugram, offering consumers a new way to engage with products they normally order online.
A Mini Experiential Format
Unlike traditional stores, the new Instamart outlet is designed as a compact experiential space rather than a full-scale shop. Covering around 400 sq ft—roughly one-tenth the size of a typical Instamart dark store—the store features a curated selection of 100-200 SKUs. In comparison, Instamart’s dark stores carry 15,000-20,000 SKUs, emphasizing variety over scale.
Local Sellers at the Core
Reports indicate that these stores will be located near residential communities and operated by individual sellers. Proceeds from sales go directly to the sellers, rather than Swiggy, marking a shift from the usual model where the platform collects payments before transferring earnings to sellers after deducting its share.
Enhancing Customer Experience
The experiential stores are designed to let customers see, touch, and feel products, particularly fresh produce, pulses, new product launches, and direct-to-consumer (D2C) brands. These outlets focus on product discovery and engagement rather than serving as standalone retail channels.
Opportunities for Branding and Engagement
For sellers on the Instamart platform, the stores provide opportunities to enhance brand visibility and interact directly with consumers. By integrating offline experiences with its existing delivery and logistics network, Instamart aims to strengthen consumer relationships while expanding its service offerings.
