• Instamart opens its first physical experiential store in Gurugram, offering customers a chance to see and select products in person
• Store focuses on fresh produce and a curated range of 100-200 SKUs, catering to walk-in shoppers who prefer inspecting items before purchase
• Payments are routed directly to sellers, allowing them to experiment with a new offline transaction model under Instamart’s branding

Swiggy’s quick-commerce arm, Instamart, has launched a pilot physical experiential store in Gurugram as it experiments with a limited offline format alongside its established dark store delivery network. The store, located at M3M 65th Avenue, allows consumers to physically explore select products before making purchases, which are completed on-site rather than through the Instamart app.

Unlike Instamart’s dark stores, which offer a wide catalog, the experiential store carries a focused range of 100-200 SKUs. The outlet emphasizes categories where consumers often prefer in-person inspection, including fresh fruits and vegetables, pulses, new product launches, and select direct-to-consumer brand offerings.

Sources indicate that these small-format experiential stores are primarily being set up near residential societies by sellers on the Instamart platform. While branded under Instamart, the stores are managed and serviced by sellers who are experimenting with the model. Payments made at the outlet are routed directly to the sellers rather than through Swiggy, marking a departure from the company’s standard transaction system.

Also Read: Swiggy Raises Rs 10,000 Crore via QIP at Discounted Price

The initiative is expected to complement Instamart’s dark store operations rather than replace them. The company continues to run its network of dark stores across multiple cities, ensuring rapid grocery and essentials delivery. Swiggy has not officially commented on the pilot or plans for expansion to other locations.

By testing this offline format, Instamart is exploring ways to combine the convenience of quick commerce with the tangible experience of physical retail, especially in categories where customers value seeing and selecting products firsthand.