(Image source from: Financialexpress.com)

As quick commerce is changing in India, Swiggy Instamart, a well-known app that delivers groceries in just 10 minutes, is starting to open physical stores. Reports say that the company from Bengaluru has set up its first experiential store in Gurugram, marking a new way for customers to experience products they often buy online. This Instamart location is not like regular retail shops; instead, it is a small experience-focused space rather than a complete store. It covers about 400 square feet, which is about ten times smaller than a standard dark store, and features a selected range of 100 to 200 different items. In comparison, Instamart's dark stores usually have between 15,000 and 20,000 items available. Reports also mention that these Instamart stores will be located in and near residential areas and will be managed by sellers. The money from sales will go directly to the sellers, unlike the usual system where Swiggy collects the payment and pays sellers after taking its cut.

According to reports, the idea behind the experiential store is to allow customers to examine products before they buy, particularly for fresh fruits and vegetables, pulses, new items, and products from direct-to-consumer brands. These stores aim to be places for discovering products and engaging with customers, rather than acting as regular retail outlets. Sellers associated with the Instamart platform are looking to find ways to improve their brand visibility and connect more with customers within Instamart's current services and delivery network. For the moment, this store in Gurugram is a test project, and Swiggy has not announced any plans for more locations. Reports suggest that those who are knowledgeable about the situation believe this does not signal a change to a mixed retail strategy.