The launch of InstaMart comes at a time when the Covid-19 pandemic has hastened consumer preference for doorstep deliveries, especially in metros, and as deep-pocketed entrants, including Flipkart Quick, as well as existing players Amazon, BigBasket and Dunzo have heightened focus on this category.
The move has also come amid the entry of Reliance JioMart, a foray that is expected to give stiff competition to established players. Swiggy plans to offer about 2,500 items from its partner ‘dark stores’, the sources who are aware of its plans said. These dark stores do not have walk-in locations and exist only on its app. Swiggy’s pilot will begin from Gurugram and will run in Bengaluru subsequently, the people told ET.
“With 30-45 minutes deliveries… day and night serviceability (7 am – 12 am), a wide assortment across categories such as instant meals, snacks, ice creams, fruits and vegetables, Instamart will address the unmet grocery needs of the time-pressed, convenience-seeking urban consumer,” a Swiggy spokesperson told ET.