India’s love for quick deliveries soared in 2024, with consumers expanding their orders beyond groceries to include everything from makeup and toys to vacuum cleaners and sexual wellness products.
From users spending Rs 15 lakh on pet supplies, to a mere Rs 3 order for a pencil sharpener, here’s how India shopped on Swiggy Instamart in 2024.
During the year, masala-flavoured chips, Kurkure, and flavoured condoms were the most “stealthily” ordered products between 10-11 PM. In fact, one in every 140 orders comprised a sexual wellness product.
The top spender on condoms for the year hailed from Bengaluru. Bengaluru also ordered as much underwear as Hyderabad and Mumbai combined.
The fastest delivery during the year came in at just 89 seconds, where a used from Kochi was delivered nendran bananas and red amaranthus over a distance of 180 metres.
Notably, Instamart has emerged as the fastest player in the rapidly burgeoning quick commerce space with a delivery time of eight minutes, ahead of its competitors Zepto at nine minutes and market leader Blinkit’s 11 minutes, according to a recent report by JP Morgan.
Swggy pioneered the trend of quick commerce with the launch of Instamart in 2020. Since then, others like Zomato-owned Blinkit and Zepto jumped into the mix, making quick commerce one of the fastest growing sectors in the startup world. Instamart is now present in 54 cities.
Biggest spenders
The big spenders on Instamart hailed from Delhi and Dehradun in 2024, splurging over Rs 20 lakh on the platform this year, with products like atta, milk, and oil filling their carts. In fact, milk, curd, dosa batter, chips, and soft drinks were among the top five products sold on the platform.
When it came to individual spenders, a Mumbai resident spent over Rs 15,00,000 this year on pet supplies, primarily dog and cat food.
Meanwhile, a Chennai user splurged Rs 1,25,454 on electronics, electricals and home appliances this year, picking up nearly 85 items. These included gaming earphones, smartwatches, an induction cooker, a sandwich maker, a hair straightener, a table fan and a toaster, among other things.
Another user from Hyderabad spent as much as Rs 35,000 on mangoes in May.
Festival season fervour
A user from Ahmedabad spent a staggering Rs 8,32,032 on gold coins, setting to gold standard on Dhanteras.
The rest of India, on the other hand, spent as much as Rs 45,00,000 on brooms on Diwali. Customers in Delhi splurged Rs 4,60,000 on poker chips on the same day.
Swiggy Instamart delivered close to 8,00,000 rakhis on Raksha Bandhan, with a user in Mumbai ordering 31 rakhis in a single order. The day also saw 2,85,000 deliveries under ‘order for others,’ and 273 chocolates ordered per minute.
How Indian cities bought on Instamart
In 2024, Bengaluru led spends in both puja essentials and party supplies. Alongside Mumbai, the city fiercely vied for the title of party capital, ordering 1.8 times more wine and shot glasses, particularly during Diwali celebrations. The city also went on a brushing spree this year, snapping up a mind-blowing 2,72,731 toothbrushes.
Mumbai truly lived up to its "Maximum City" reputation with an user splurging a staggering Rs 8,20,360 on tonic water on a single day. Meanwhile, a single user from Goa spent nearly Rs 35,000 on tonic water this year.
August might have been the wettest month of 2024, but October 15 saw the maximum orders for umbrellas on a single day at 83 percent more than August. Mumbai ordered the most umbrellas and raincoats in 2024.
Mumbai also staked its claim on the most ‘kandas’ (onions) followed by Hyderabad and Delhi.
Meanwhile, the country’s capital took its love for instant noodles to a whole new level. Delhi users spent around Rs 60 crores on the beloved noodle snack. Not just poker chips and noodles, the capital also topped the charts for maximum orders of potato chips. Over 43 snack lovers splurged more than Rs 75,000 on chips this year.
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