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 having become operational in Gurugram’s M3M 65th Avenue. Unlike its traditional dark store model, the physical outlet has allowed consumers to touch and feel products across high-engagement categories such as fresh produce and select direct-to-consumer brands.
The stores have been positioned close to residential societies and have been owned and operated by sellers under the Instamart brand, with a focus on categories where physical inspection influences purchase decisions, as per media reports. The pilot has been positioned as a limited consumer experiment rather than a broader strategic shift towards omnichannel retail, according to sources familiar with the matter.
The initiative has remained exploratory, with no immediate plans having been disclosed for a wider rollout across Instamart’s multi-city network.
Unlike Instamart’s core dark store network, which stocks thousands of SKUs for rapid home delivery, the experiential stores have carried a curated assortment of a few hundred stock keeping units. The product mix has been concentrated on fresh fruits and vegetables, pulses, new product launches and select D2C brands—categories where consumers typically prefer physical verification before making a purchase. New-age brands have also been included for in-store experience, according to a person aware of the developments.
Sale proceeds at these outlets have flowed directly to sellers instead of being routed through Swiggy’s payment infrastructure, sources have added. In contrast, commissions are typically deducted before payouts in Instamart’s dark store model.
Swiggy has not responded to queries at the time of going to press.
