In a strategic move that blends the digital with the physical, Swiggy's quick-commerce arm, Instamart, has stepped out of the virtual world and opened its first-ever brick-and-mortar store. The new retail outlet is located in the R3 block of M3M's 65th Avenue in Gurgaon's Sector 65, marking a significant experiment in the fast-evolving quick-commerce landscape.
A Swanky Store with Familiar Discounts
The store, which began operations on December 11, is a sleek space where customers can walk in and purchase products directly. Attached to it is a dark store—a dedicated fulfillment center—that supplies inventory for both the physical outlet and online deliveries in the area. The product range focuses on high-demand items like perishables, groceries, snacks, and beverages.
Shoppers were quick to notice the familiar blue Instamart branding. A group of young women residing nearby told The Indian Express they visited to compare prices. "We just came here to check it out, and see if the prices are like those (discounted) on Instamart. They were," they confirmed. A staff member, who requested anonymity, noted that perishables and snacks are the most popular purchases, with footfall peaking in the evenings.
Pricing Parity with the App
A key finding was that the physical store maintains the same discounted pricing as the Instamart app, with no additional delivery or platform fees. For instance, a packet of Uncle Chips with a Maximum Retail Price (MRP) of Rs 50 was selling for Rs 37 in the store, just one rupee less than its app price of Rs 38. Similarly, a 250-gram pack of Parle-G biscuits (MRP Rs 30) was available for Rs 26 both online and offline.
The store is manned by a cashier and a security guard, while the dark store operations run separately. A board inside identifies the store operator as PYD Retail Private Limited, a retail solutions and supply chain logistics company that supports several Instamart dark stores across the National Capital Region (NCR).
More Than a Store: A Local Supply Hub
The outlet has quickly become a crucial supply source for the local business community. Jaideep Narwal (29), an entrepreneur who owns the KON (Kitchen of Narwal) restaurant in the same complex, called the store a "boon." "Most restaurants here get their supplies from here now. They are reliable," he stated, while purchasing milk for seasonal sweets.
The store's connection to Swiggy was underscored by a staffer's claim that after a picture of the outlet went viral on Monday, they were instructed to "keep a low profile and not allow videography." The staffer clarified, "But this is the first offline store. It is sponsored by Swiggy." In a telling incident, Narwal asked staff to cancel an app order so he could buy the items physically instead, a request they handled with a smile.
The staff highlighted the efficiency of the attached dark store, noting, "Our dark store people have to pack it in 2 minutes, so they can get to you in 10." Both Swiggy and PYD Retail did not respond to requests for comment on the new store and their partnership.
A New Chapter for Quick Commerce
This quiet launch in Gurgaon represents a pivotal test for the quick-commerce model. By establishing a physical presence, Instamart is not only creating a new customer touchpoint but also solidifying its operational backbone. The store acts as a direct retail channel while simultaneously functioning as a hyper-local logistics node, potentially increasing efficiency and brand visibility.
The move signals a possible industry trend where online-first brands explore hybrid models to deepen market penetration, enhance customer trust through physical interaction, and optimize last-mile delivery networks. The success of this Gurgaon pilot could pave the way for similar offline expansions by Instamart and its competitors in other urban centers across India.
