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Swiggy Instamart has taken its first step beyond the dark store model with the launch of an offline experiential store in Gurugram, signalling a strategic shift for the 10-minute delivery platform. The pilot outlet, located at M3M 65th Avenue, allows customers to see and assess products in person before purchasing a first for Instamart’s largely invisible, backend-driven operations.
Spanning about 400 sq. ft., the store is not designed as a conventional supermarket. Instead, it features a tightly curated assortment of 100-200 stock-keeping units (SKUs), focusing on fresh fruits and vegetables, pulses and select direct-to-consumer (D2C) brands. This is a sharp contrast to Instamart’s dark stores, which typically house 15,000-20,000 SKUs.
Notably, the outlet follows a seller-owned and seller-operated model. While Swiggy Instamart provides branding and operational support, it does not own or run the store. Unlike the app-based model where Swiggy collects payments and settles with sellers after deducting commissions transactions at the physical store are completed directly between customers and sellers at the point of sale.
Industry observers see the move as an effort to strengthen brand visibility and address the ‘touch-and-feel’ gap, especially for fresh produce and premium items where physical inspection often influences buying decisions. The store also positions Instamart as a more tangible, neighbourhood-level presence rather than a purely digital service.
While Swiggy has not outlined a broader rollout plan, the experiment hints at a discovery-led, experience-focused retail format located in residential hubs. If the phygital approach blending physical experience with digital convenience proves successful, it could prompt a wider rethink of online-only strategies across India’s quick commerce landscape.
This article was originally published by the Franchiseindia.com. To read the full version, visit here 
