Quick commerce platform taps rising hobby demand with exclusive launch of Panini’s football trading cards
Instamart has partnered with Panini Group to exclusively launch the FIFA 365 Adrenalyn XL™ 2026 trading card collection in India, marking the global collectibles giant’s formal entry into the Indian market.
Timed ahead of the FIFA World Cup 2026, the collaboration aims to capitalise on India’s growing football fanbase and rising interest in collectibles. The collection is now available on Instamart, offering near-instant delivery and tapping into the expanding quick commerce ecosystem.
The launch includes a range of products such as Starter Packs, Classic Tins and Multi-sets, featuring over 300 football stars from leading clubs and national teams. Collectors can also hunt for rare and limited-edition cards, including ‘Golden Ballers’ and ‘Invincible’ subsets.
The rollout is being supported by Dream Theatre and Kiddies International, Panini’s official distribution partners in India, ensuring wider availability across the country.
Arjun Choudhary, Vice President – Growth at Instamart, said the platform is witnessing a surge in hobby-led purchases, with football emerging as a strong consumer interest category. He noted that the partnership is designed to make collectibles more accessible, whether for enthusiasts or last-minute gifting.
Ivam Faria, Managing Director of Panini Group, described India as one of the fastest-growing markets for football collectibles, adding that the partnership enables fans to access products instantly rather than waiting for traditional retail deliveries.
Jiggy George, Founder and CEO of Dream Theatre, highlighted that the collaboration leverages Instamart’s hyperlocal delivery network to bring globally recognised collectibles to Indian consumers at scale.
The FIFA 365 Adrenalyn XL™ 2026 range is currently available in major metro cities including Mumbai, Delhi-NCR, Bengaluru, Pune and Kolkata, with a phased expansion planned across Tier 1 and Tier 2 markets.
Industry observers note that the partnership reflects a broader shift in quick commerce platforms diversifying beyond groceries into lifestyle and hobby segments, driven by impulse buying and fandom-led demand.
