The mini experiential outlet carries a limited range of around 100 to 200 stock-keeping units (SKUs)
Instamart, the quick commerce arm of Swiggy, has opened a first-of-its-kind offline experiential store in Gurugram, marking an experimental step as the quick-commerce industry matures and consumer shopping preferences evolve.
The mini experiential outlet, located in the National Capital Region, allows customers to physically interact with and assess select products sold on the Instamart platform. The store carries a limited range of around 100 to 200 stock-keeping units (SKUs), significantly fewer than the 15,000 to 20,000 SKUs typically available through Instamart’s dark store network.
Unlike conventional retail formats, the initiative is not intended to signal a full omnichannel shift for Instamart but rather to provide a tangible touchpoint for consumers to explore fresh produce, pulses, newly launched items and direct-to-consumer (D2C) brands before purchasing. The outlet operates under the Instamart brand and is run by sellers, similar to the company’s dark stores.
The move comes amid broader growth and innovation in India’s quick commerce sector, where companies are experimenting with new formats, delivery models and consumer engagement strategies. Instamart has been at the forefront of this trend, expanding rapidly in recent years; its network reached more than 100 cities across India by early 2025, serving millions of customers with on-demand deliveries in minutes.
Industry observers say such experiential outlets could help bridge the gap between digital convenience and physical product discovery, offering shoppers reassurance, particularly for fresh and perishable goods — which can be challenging to evaluate online. For now, Instamart’s Gurugram store remains a pilot concept, with the company yet to decide whether to scale the format or continue refining it based on consumer response and operational learnings.
The initiative also coincides with Swiggy’s broader strategic moves in quick commerce, including significant fundraising to bolster growth and continued expansion of product assortment, dark store infrastructure and potential standalone offerings for the Instamart brand.
