Swiggy’s rapid commerce arm Instamart has taken its first step into offline retail with the launch of a pilot experiential store in Gurugram’s M3M 65th Avenue, marking a strategic experiment beyond its app-centric delivery model. This compact outlet lets consumers physically browse and purchase products — a stark contrast to the usual dark store setup where items are stored for fast home delivery but not open to the public.

With a curated range of roughly 100–200 SKUs, the store focuses on categories like fresh fruits and vegetables, pulses, new product launches, and direct-to-consumer brands, offering shoppers the chance to inspect quality before buying. Unlike typical Instamart orders placed through the app, this format allows walk-in transactions, with payments handled on-site and routed directly to sellers.

This move isn’t a full omnichannel shift but rather an experimental touchpoint aimed at enhancing discovery and consumer engagement in high-involvement categories. As quick-commerce firms face a maturing market and evolving shopper preferences, such offline initiatives could help bridge the gap between digital convenience and the reassurance of physical retail — though wider rollout plans remain unconfirmed.