Swiggy’s quick commerce vertical Instamart has initiated a pilot experiment with Instamart-branded experiential stores operated by sellers on its platform, with the first such outlet now operational in Gurugram’s M3M 65th Avenue.
The stores, positioned near residential societies, are seller-owned and operated under Instamart branding, with a focus on fresh produce categories where touch-and-feel inspection tend to influence purchase decisions, sources said. The pilot represents a limited consumer experiment rather than a strategic pivot towards omnichannel retail, according to sources familiar with the matter.
The initiative remains exploratory, with no immediate plans disclosed for broader rollout across Instamart’s multi-city footprint.
Beyond the Dark Store
Unlike Instamart’s core dark store network that stocks thousands of SKUs for rapid home delivery, these experiential formats carry a curated selection of a few hundred stock keeping units, sources added. The product mix is concentrated in fresh fruits and vegetables, pulses, new product launches, and select direct-to-consumer brands—categories where consumers typically prefer physical verification before buying.
“It’ll have some new age brands also for consumers to experience,” according to a person aware of the developments.
Seller-Led Operations
Sale proceeds at these outlets will flow directly to sellers rather than being routed through Swiggy’s payment infrastructure, sources added. Typically, for it’s dark stores, commissions are deducted before payouts are made to sellers.
Swiggy did not respond to queries at the time of going to the press.