Swiggy Instamart pilots seller-led experiential stores in Gurugram

Swiggy’s quick commerce vertical Instamart has initiated a pilot experiment with Instamart-branded experiential stores operated by sellers on its platform, with the first such outlet now operational in Gurugram’s M3M 65th Avenue.

The stores, positioned near residential societies, are seller-owned and operated under Instamart branding, with a focus on fresh produce categories where touch-and-feel inspection tend to influence purchase decisions, sources said.