Swiggy Instamart has officially entered the physical retail space with the launch of its first “experiential store” in Gurugram. This move marks a significant strategic shift for the quick-commerce giant, moving from a purely “invisible” dark-store model to a visible, walk-in brick-and-mortar presence.
The pilot is currently focused on bridging the trust gap in categories where customers traditionally prefer physical inspection before buying.
Key Details of the Physical Store
Location: The first outlet is located at M3M 65th Avenue, Gurugram.
Format: It is a small-format “experiential” store, spanning approximately 400 square feet—roughly a tenth of the size of a standard Instamart dark store (which typically covers 4,000 sq. ft.).
Product Range: Unlike the app, which offers over 20,000 items, the physical store carries a highly curated assortment of 100 to 200 SKUs.
Core Categories: The focus is on fresh fruits and vegetables, pulses, new product launches, and select Direct-to-Consumer (D2C) brands.
Operational Model: The store is seller-operated but uses Instamart branding and service support. Unlike app orders, customers walk in, browse, and pay at the counter.
Why Is Swiggy Moving Offline?
“Touch and Feel” Factor: For categories like fresh produce, many Indian consumers still hesitate to buy online without seeing the quality. This store allows them to inspect the products in person.
Product Discovery: The physical space serves as a marketing touchpoint for new D2C brands and Instamart’s private labels that might otherwise get lost in a digital catalog.
Customer Trust: By establishing a physical presence in high-density residential areas, Swiggy aims to build a more tangible brand relationship with its users.
Omnichannel Experiment: While the company clarifies this is a “limited experiment” and not yet a full-scale pivot to retail, it follows a global trend of “clicks-to-bricks” where online players use physical stores to lower customer acquisition costs.
Broader Strategy Context
This pilot comes at a time of intense competition in the quick-commerce sector between Swiggy Instamart, Zomato’s Blinkit, and Zepto. While testing physical retail, Swiggy is also expanding its “dark store” network rapidly:
Megapods: Swiggy is introducing larger fulfillment centers (10,000–12,000 sq. ft.) that can hold up to 50,000 items, including electronics and fashion.
Geographic Reach: As of late 2025, Swiggy Instamart has expanded its quick-commerce services to over 100 cities across India.
Current Status: Swiggy has not yet announced a timeline for a nationwide rollout of these physical stores. The future of this format depends on the performance and consumer feedback from the Gurugram pilot.