Swiggy’s quick-commerce arm, Instamart, has launched a pilot experiential store in Gurugram under the Instamart brand. The outlet, which recently opened at M3M 65th Avenue, spans approximately 400 square feet and stocks a limited inventory of 100 to 200 stock-keeping units.

The store features a curated selection primarily comprising fresh produce, pulses, and direct-to-consumer brands, significantly fewer than the 15,000–20,000 SKUs typically available in Instamart’s dark stores. Focus areas include fresh fruits and vegetables, new product launches, and Instamart’s private-label items.

The outlet is owned and operated by a seller, with Instamart providing branding and related services, and all sales proceeds going directly to the seller rather than the platform. This differs from Instamart’s usual marketplace structure where customer payments flow through Swiggy before settlement with sellers.

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The store is designed to give customers a “touch-and-feel” experience of products, allowing consumers to physically view select items before purchasing. Industry watchers view this primarily as a branding and marketing exercise reflecting how intense the battle for consumer mindshare has become

The experiment comes as quick commerce matures across India and follows Swiggy’s roughly ₹10,000 crore QIP, about half of which the company has said will be deployed to strengthen its quick-commerce business. Swiggy has not confirmed expansion plans, with the pilot’s future depending on consumer feedback and operational insights.

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