Swiggy integrates Mall offering with Instamart

Swiggy is integrating its Mall offering, where it was experimenting with the sale of non-grocery items like footwear, apparel, electronics and electric appliances, with its headline quick-commerce service Instamart.

The firm announced the integration in a blogpost on Thursday. Swiggy Mall is currently operational only in some parts of Bengaluru, situated closer to the public-markets bound firm’s headquarters, where it makes deliveries of these products in under an hour.

“Swiggy Instamart is already present in more than 25 cities, allowing Swiggy Mall to scale up over the coming months, starting with Bengaluru,” the firm said in the blogpost.


Swiggy Mall is headed by former Amazon executive Dipak Krishnamani, who joined the firm in September last year, reporting to cofounder Nandan Reddy, who headed new initiatives. Krishnamani will now report to another cofounder, Phani Kishan, who heads Instamart, a person in the know said.

“With our latest update, customers can now explore an extensive selection across 35+ categories that go way beyond groceries and home essentials, delivered in minutes. This marks a significant milestone in our journey towards providing unparalleled convenience, ensuring our users have everything they need at their fingertips, faster than ever before,” Kishan said in a statement.

This is the second such integration Swiggy has made this year. In mid-March, the firm merged its premium grocery vertical InsanelyGood with Instamart. InsanelyGood was also only operational in Bengaluru after a scaledown last year. The platform, previously called SuprDaily, was founded by Phani and eventually acquired by Swiggy in 2018.

The Mall integration also comes as Instamart’s rivals Zepto and Blinkit are expanding their offerings beyond grocery products. Around 15% of Zepto’s $1.2-billion annualised gross sales already comes from non-grocery products, said a Goldman Sachs report. ET reported earlier on how such new categories were seeing robust growth on these platforms, and how their successes was leading to a rush of smaller D2C firms trying to get on them.