Swiggy has opened an offline, Instamart-branded experiential store in Gurugram as part of a limited consumer experiment. The move marks a rare step by the quick commerce major into physical retail, aimed at understanding how customers respond to an in-person shopping experience under the Instamart brand.
The store offers fresh fruits and vegetables, pulses, newly launched D2C brands, and Instamart’s private label products. While the store carries Instamart branding and support services, it is owned and operated by a seller. Sales made at the outlet go directly to the seller and are not routed through Swiggy’s platform.
Customers can browse aisles, pick products, and complete billing at physical counters, similar to a regular retail store. Shoppers do not need to use or interact with the Instamart app, highlighting the store’s focus on offline discovery rather than digital ordering.
The outlet is under 1,000 square feet, much smaller than Instamart’s dark stores and megapods, and stocks only a few hundred SKUs compared to the tens of thousands available online. Currently, only one such store has opened, and Swiggy has not announced any concrete expansion plans, positioning the format mainly as an experience-led experiment near residential areas.
