India’s love for instant delivery has crossed a tipping point. What started as a convenience-driven service has now become a daily habit for millions, according to ‘How India Instamarted 2025’, a new report released by Swiggy Instamart. The study reveals how quick commerce has transformed from a niche urban luxury into a core pillar of modern Indian consumption.
The report paints a clear picture: speed, certainty, and availability now matter as much as price. Consumers no longer see instant delivery as an emergency solution; instead, it has become a default choice for groceries, snacks, personal care, and even electronics.
From Milk to Mobile Accessories in Minutes
Daily essentials like milk, bread, fruits, vegetables, and packaged foods continue to dominate order volumes. But the biggest shift is happening elsewhere. Impulse-led categories—chocolates, ice creams, instant noodles, beauty products, and small gadgets—are witnessing rapid growth, indicating that consumers are increasingly replacing traditional shopping trips with quick-commerce orders.
Late-night cravings, weekend party needs, and last-minute festival shopping are now routinely fulfilled within minutes, reshaping how urban India plans—or doesn’t plan—its purchases.
The Rise of India’s ‘Minutes Culture’
Metro cities still lead the charge, but the report highlights accelerating adoption across Tier-1 and emerging Tier-2 cities. Features like real-time inventory visibility, reliable delivery slots, and freedom from minimum-order constraints are driving repeat usage.
Interestingly, demand is no longer confined to daytime hours. Late evenings and night-time orders account for a growing share of transactions, especially for snacks, beverages, and convenience foods—signalling a fundamental change in shopping behaviour.
Private Labels Move from Backup to First Choice
Another standout insight is the growing trust in private labels. Consumers are increasingly choosing Instamart’s store brands and value packs, especially for staples, household cleaners, and packaged foods. These are no longer viewed as cheaper alternatives but as reliable, first-choice options—helped by consistent quality and instant availability.
Behind the Speed: Dark Stores and Data
Swiggy Instamart credits its expansion to hyperlocal dark stores, AI-driven demand forecasting, and sharper inventory planning. Improved replenishment cycles have enabled faster deliveries while reducing wastage, particularly in perishables.
Advanced routing systems and workforce optimisation helped maintain delivery promises even during peak demand, reinforcing consumer trust in instant delivery.
A Shift in Consumer Expectations
One of the report’s strongest conclusions is that instant delivery is no longer optional. Consumers now expect quick commerce to be consistently available—not just during promotions or emergencies. This shift is also influencing FMCG brands, many of which are now designing pack sizes, launches, and offers specifically for quick-commerce platforms.
What Lies Ahead
While growth remains strong, the report acknowledges rising competition and questions around profitability, logistics sustainability, and workforce balance. The focus, it notes, is gradually shifting from rapid expansion to efficient, profitable scale.
In essence, ‘How India Instamarted 2025’ confirms that quick commerce is not a passing trend—it is reshaping how India shops, eats, and lives, one delivery at a time.
