Swiggy’s quick-commerce platform, Instamart, has taken a step beyond online deliveries by opening its first Instamart-branded experiential store in Gurugram. This marks the company’s pilot entry into physical retail, aimed at strengthening customer engagement rather than replacing its existing online model.
The store is located at M3M 65th Avenue, Gurugram, and operates as a walk-in experience centre. Unlike Instamart’s dark stores—which are closed to the public and used only for fast deliveries—the new outlet allows customers to see, touch, and explore products in person. It features a limited and curated selection of around 100–200 items, including fresh produce, daily essentials, pulses, and select direct-to-consumer brands.
Swiggy has positioned this outlet as an experimental format focused on understanding offline consumer behaviour, improving brand visibility, and building trust in product quality—especially in categories like groceries where physical inspection matters to many shoppers. Customers can browse items at the store and make purchases, while Instamart continues to rely primarily on its app-based quick-delivery ecosystem.
Importantly, the company has not announced any large-scale rollout of such stores yet. The Gurugram outlet is being treated as a pilot project, and its future expansion will likely depend on customer response and operational insights gained from this experiment.
With this move, Swiggy joins a growing list of digital-first companies testing offline touchpoints to complement their online platforms, signaling an evolving approach in India’s competitive quick-commerce market.