The 90-plus product range spans lifestyle, gifting and general merchandise, including IP-led products from Harry Potter, Hello Kitty, Disney’s Stitch and others, as Instamart expands beyond grocery
Instamart has added global lifestyle brand MINISO to its platform with more than 90 products across bags and accessories, kitchen and dining, stationery, art and hobbies, and toys, as the quick-commerce platform expands its non-grocery assortment.
Available across key metros from 21 August, the range includes backpacks, water bottles, tiffin boxes and stationery, alongside products featuring popular intellectual properties (IPs) such as Harry Potter, Hello Kitty, My Melody, Kuromi, BT21 and Disney’s Stitch. The assortment also includes mugs, notebooks, plush toys and other lifestyle accessories.
The partnership strengthens Instamart’s presence in lifestyle, gifting and general merchandise at a time when quick-commerce platforms are broadening their offerings beyond grocery and daily essentials. The strategy allows platforms to use their delivery networks for a wider range of planned and discretionary purchases.
“At Instamart, we’re constantly bettering our assortment to reflect how and what customers shop today. MINISO has created a unique space in the lifestyle category with products that are fun, functional, design-led and accessible,” said Gautam Swaroop, Chief Business Officer, Instamart.
“By bringing the brand to Instamart, we’re giving customers the convenience of getting these favourites delivered to their doorsteps while continuing to build a more comprehensive everyday shopping destination,” he added.
For MINISO, the partnership adds a quick-commerce channel to its digital distribution strategy in India. Charmaine Chan, Vice General Manager, MINISO India, said the partnership would help bring its products to more consumers with greater speed and convenience.
“From well-designed, high-quality and value-for-money lifestyle products to IP collaborations and collectible toys that bring joy, comfort and emotional connection, MINISO continues to make everyday life more fun and inspiring,” Chan said.
Opptra, MINISO’s digital-commerce distribution partner in India, is supplying the catalogue and facilitating fulfilment on Instamart. The company, founded by Flipkart co-founder Binny Bansal, works with global consumer brands across marketplaces, quick commerce and direct-to-consumer channels.
Instamart has been expanding into categories including electronics, toys, beauty, lifestyle, gifting and other general merchandise. The platform, which began operations in August 2020, currently operates across more than 131 cities, according to the company.
MINISO, founded in 2013, sells affordable, design-led products across categories including home, accessories, toys and beauty, with licensed character and entertainment IP collaborations forming a significant part of its offering.
