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Instamart Launches Pilot Experiential Store in Gurugram
Pilot Offline Store Launched: Swiggy’s quick commerce arm Instamart has opened a physical experiential store in Gurugram as a pilot initiative alongside its existing dark store delivery network.
Location: The outlet is located at M3M 65th Avenue, Gurugram and operates under the Instamart brand, separate from the company’s dark stores.
Customer Interaction: Consumers can visit the store in person to browse selected products, and purchases are made through walk‑in transactions at the outlet rather than via the Instamart app.
Limited Product Range: The store stocks a limited assortment (around 100–200 SKUs), which is significantly smaller than the broader catalog available through Instamart’s dark stores.
Seller‑Operated Model: These experiential formats are being opened by sellers on the Instamart platform in and around residential areas and are positioned as small format experiential spaces, not full retail outlets.
Focus Categories: The initiative emphasises categories where physical inspection matters, such as fresh fruits and vegetables, pulses, new product launches, and certain direct‑to‑consumer (D2C) brand offerings.
Different Transaction Structure: Unlike Instamart’s standard app model, payments at the store are routed directly to sellers, rather than being processed by Swiggy and settled after commission deductions.
Complementary to Dark Stores: The experiential outlet functions alongside the existing dark store infrastructure, which continues to support rapid grocery and essentials delivery across cities.
No Official Confirmation on Expansion: Swiggy has not publicly announced the pilot nor indicated whether the format will be scaled to other locations.
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