Tier-2 and tier-3 markets accounted for one-third of all orders during Swiggy Instamart’s Quick India Movement sale, as first-time buyers from these regions doubled during the festive promotional period, according to “How India Instamarted 2025”, the company’s annual consumption report, released on Monday. The company claims that the sale generated Rs 500 crore in consumer savings.
Tier 2 cities unlock heavy growth
According to the report which also analysed Instamart orders placed between January and November 2025 across over 128 Indian cities, — Rajkot recorded 10x year-on-year growth, followed by Ludhiana at 7x and Bhubaneswar at 4x, during the period.
Traditional staples continue to dominate order volumes, with the platform delivering four packets of milk per second throughout the period.
Gold purchase
Gold purchases surged over 400% on Dhanteras compared to 2024, while health and wellness categories grew 16x in Bhopal. Electronics saw significant traction, with the largest single transaction being a Rs 4.3 lakh purchase of three iPhones in Hyderabad.
The platform’s top spender clocked Rs 22 lakh in orders across the year, while cities like Kolkata, Mumbai, Kochi and Gurgaon each recorded power users placing over 1,000 orders, during the 11-month period.