Swiggy's quick commerce arm, Instamart, has unveiled the fifth edition of its annual order analysis, painting a fascinating picture of India's on-demand shopping habits in 2025. The data reveals a year of extremes, from the most modest purchases to luxury splurges, highlighting how the platform has woven itself into the fabric of urban Indian life.
Record-Breaking Spends and Unusual Purchases
The report showcases the staggering financial scale of quick commerce. The year's most expensive single-cart order was a ₹4.3 lakh parcel containing three iPhone 17s, bought by a gadget enthusiast from Hyderabad. However, the crown for the top overall spender goes to another Hyderabadi, who shelled out a colossal ₹22 lakh on Instamart purchases throughout the year.
Luxury and high-value items found a strong foothold. A Mumbaikar made history by purchasing gold worth ₹15.16 lakh, while a Bengaluru resident bought a 1 KG silver brick for ₹1,97,000 during Diwali. The festival of Dhanteras saw a spectacular 400% growth in gold orders compared to the previous year.
Some purchases were uniquely personal. A Chennai-based user spent over ₹1 lakh exclusively on condoms, placing 228 separate orders totalling ₹1,06,398. September emerged as the peak month for such purchases, with a 24% surge. In a different vein, a Mumbai buyer spent an eye-watering ₹16.3 lakh on Red Bull Sugar Free, and a Noida resident invested ₹2.8 lakh in 1,343 protein supplements.
The Speed and Scale of Quick Commerce
Instamart lived up to its 'quick' promise with remarkable delivery times. The fastest delivery recorded was for a packet of Maggi Magic Masala 2-minute noodles, delivered in under 2 minutes. Even high-value electronics like the iPhone 17 were delivered in just 3 minutes. The platform's massive scale is evident in staples sales; it sold more than 4 packets of milk per second, a volume enough to fill over 26,000 Olympic-size swimming pools.
Metropolitan cities led in order density. Kolkata recorded the highest single-day orders at 1,197, followed by Mumbai (1,142), Kochi (1,089), and Gurgaon (1,033). The prime ordering hours were between 7 AM to 11 AM and again from 4 PM to 7 PM. Repeat orders were dominated by daily essentials: curry leaves, dahi, eggs, milk, and bananas.
Cultural Trends and Consumer Savings
The data reflects India's cultural pulse. On Valentine's Day, customers ordered nearly 666 roses per minute. Raksha Bandhan, Friendship Day, and Valentine’s Day saw the most gifts purchased using the "Giftables" feature. Late-night cravings had a distinct flavour, with masala-flavoured chips topping orders in 9 out of the top 10 cities Generosity extended to delivery partners, with a Bengaluru resident offering a tip of ₹68,600 to a Swiggy delivery executive. The platform also drove significant savings, with online shoppers saving around ₹500 crores, and a notable influx of first-time buyers from Tier II and III cities. In a striking example of savvy shopping, a tech-savvy Chennai customer managed to buy items worth ₹1,00,000 for just ₹7,000 in a single cart. The Instamart 2025 report ultimately underscores a transformative shift in Indian retail, where instant delivery is not just for emergencies but for everything from daily groceries and gadgets to gold and luxury gifts, reshaping consumer behaviour across the nation.
