Swiggy integrates Swiggy Mall with Instamart for diverse offerings

Food delivery company Swiggy has announced the integration of Swiggy Mall into its quick commerce division, Instamart. The move aims to offer a broader array of non-grocery items, such as footwear, apparel, electronics, and home appliances, previously available only in certain areas of Bengaluru.

Leadership and strategic direction

The integration initiative is led by Dipak Krishnamani, a former Amazon executive who joined Swiggy in September last year. Krishnamani reports directly to Swiggy cofounder Nandan Reddy, who is in charge of new initiatives. Another cofounder, Phani Kishan, heads Instamart and has been instrumental in spearheading recent expansions.

“Swiggy Instamart is broadening its offerings to include an even wider array of products. 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," said Phani Kishan, co-founder of Swiggy and Head of Swiggy Instamart.

"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,” he added.

Competitive landscape and market expansion

Swiggy's move comes at a time when competitors like Zepto and Blinkit are also broadening their product ranges beyond traditional groceries. 

According to a Goldman Sachs report, around 15% of Zepto’s $1.2-billion annualized gross sales now come from non-grocery items. This trend reflects a growing consumer preference for quick commerce platforms that offer a variety of products.

Operational enhancements and IPO plans

Swiggy Mall, formerly known as Swiggy Maxx, had been testing the market with quick deliveries of a wide range of products within Bengaluru. The integration with Instamart is part of a broader strategy to consolidate Swiggy's various units ahead of a planned Initial Public Offering (IPO) later this year.

With Instamart now operating in over 25 cities, the integration allows Swiggy Mall to scale significantly.