Unveiling Trends: Swiggy Instamart’s 2024 Delivery Highlights from Gold to Gadgets and More!

In 2024, India’s passion for convenience and rapid deliveries soared to unprecedented levels, with Swiggy Instamart at the forefront of swift commerce. Consumers opted for an array of goods from groceries to gadgets, satisfying their requirements with 10-minute deliveries, and this year showcased several remarkable trends throughout the nation.

From a lone shopper splurging ₹8.3 lakhs on gold this Dhanteras to 307 roses being purchased every minute on Valentine’s Day, Swiggy Instamart catered to a broad spectrum of consumer needs, including late-night treats and festive necessities.

The most recent installment of How India Swiggy’d 2024—Quick Commerce Edition explores the increasing craving for swift deliveries of both daily items and special delights, illustrating the transformation of India’s consumer habits.

Also read: India’s Biryani Craze — 158 orders every minute, day after day

Leading purchases in 2024: Major spenders and everyday essentials

Delhi and Dehradun were recognized as the top spenders, with both cities recording users expending over ₹20 lakh each on Swiggy Instamart this year. Their carts were stocked with staples such as flour, milk, and cooking oil, suggesting a focus on kitchen-related purchases. Across the country, the most frequently ordered items included milk, yogurt, dosa batter, chips, and soft drinks, with milk appearing in 1 out of every 15 orders. Additionally, fruits and vegetables proved popular, featuring in 1 in every 5 orders.

Among the year’s remarkable consumers, a pet enthusiast from Mumbai spent over ₹15 lakh on pet supplies, primarily for dogs and cats. Meanwhile, an individual from Chennai indulged ₹1.25 lakh on electronics, including gaming headphones, smartwatches, and household appliances. In another unexpected turn, a Hyderabad resident made headlines by spending ₹35,000 on mangoes during the prime season in May.

Timing of the 10-minute deliveries?

India’s quick commerce tendencies fluctuate throughout the day, with various items being ordered at specific times. Early morning hours, from 4 am to 7 am, are characterized by essentials like milk, eggs, and vegetables. The late-night timeframe, from 10 pm to 4 am, sees a spike in orders for ice cream, soft drinks, and chips. Additionally, sanitary pads experienced the most substantial demand between 8 PM and 9 PM, notably in November when the temperature shifted. Pain relief items also surged in popularity during this period.

Also read | ‘Please cook’: This CEO raises health concerns on 10-minute food delivery craze

Festive surprises and peak season sales

Festivals provided some of the most unforgettable Swiggy Instamart experiences. On Dhanteras, an individual from Ahmedabad set a record by purchasing ₹8.3 lakh worth of gold coins, while the remainder of the nation engaged in a cleaning frenzy, spending over ₹45 lakh on brooms for Diwali. Delhi also led the spending with ₹4.6 lakh on poker chips, adding a unique festive twist.

Swiggy Instamart delivered approximately 8 lakh rakhis on Raksha Bandhan, with one user in Mumbai placing an order for 31 rakhis in a single delivery. Simultaneously, Valentine’s Day saw shopping carts fill with love, as 307 roses were bought every minute at the peak.

City-specific trends and shopping behaviors

In 2024, Bengaluru led in orders for both puja essentials and party supplies, competing closely with Mumbai, which also placed considerable orders for wine and shot glasses during Diwali. Bengaluru emerged as the leader in toothbrush purchases, with over 270,000 orders recorded in the city this year.

Mumbai solidified its status as the “Maximum City” by spending a staggering ₹8.2 lakh on tonic water in a single day. Furthermore, the city excelled in umbrella and raincoat purchases, with October 15 marking the highest volume of umbrella orders. Meanwhile, Delhi earned the title of the nation’s snack capital, with around ₹60 crore spent on instant noodles and potato chips. Snack enthusiasts from cities like Hyderabad, Kochi, and Kolkata dedicated considerable amounts to chips, with some individuals splurging over ₹75,000 on snacks in 2024.

Also read: 10 travel spots in India for an unforgettable adventure

Stealthiest orders and quickest deliveries

The night hours revealed intriguing buying patterns, with the peak period for “stealthy” shopping occurring between 10 pm and 11 pm. Items like masala-flavored chips, Kurkure, and flavored condoms experienced a rise in sales during these late hours, particularly in Delhi, Bengaluru, and Hyderabad.

Swiggy Instamart achieved a remarkable milestone for the fastest delivery of the year in Kochi, where an order consisting of nendran bananas and red amaranthus was delivered in just 89 seconds, covering a distance of merely 180 meters. Meanwhile, the cheapest purchase of the year was recorded at ₹3 — a pencil sharpener obtained by a Hyderabad resident.

Eco-conscious and global shoppers

Cities like Hyderabad and Bengaluru opted for the “Deliver Without Bag” choice, demonstrating a commitment to eco-friendly practices. On the global side, Swiggy Instamart experienced a notable volume of orders from customers in Canada, the United States, Kuwait, and Singapore, who sent essential items such as milk, dosa batter, and water to their families in India.