Quick commerce consumers make a splash with colour sales


Mumbai: Zomato's Eyelid and swiggy instamart It seems like Indians traded briskly on Holi instant commerce shopping platform gulal (colours), Pichkari (water gun) and flowers for the festival. “We hit our all-time high in orders, OPM (orders per minute) and almost every other metric across the board,” Blinkit founder Albinder Dhindsa posted on X on Monday.
Instamart claims that it has sold five times more flowers this Holi compared to last year. The company's OPM on Monday morning exceeded the previous morning, with a user from Gurgaon spending over Rs 5,000 on the platform for Holi essentials. Phani Kishan A, head of Instamart and co-founder of Swiggy, said, “Gulaal orders started coming in as early as 6 am. We saw a peak of 444 gulal per minute. Almost every order on Instamart today has one gulal. Packet included.” , The platform, which had already achieved its highest orders of 2024 on Chhoti Holi (Sunday), looked set to touch another high at the end of the two-day festivities.
Consumers have moved beyond Holi essentials to also ordering apparel items from instant delivery platforms. For example, Zepto saw a surge in orders for white T-shirts, said co-founder and CEO Adit Palicha.
Instant commerce or 10 minute delivery as a concept started gaining momentum in India in 2021, the convenience of quick door step delivery brought about a change in consumer mindset and they increasingly turned to apps and services like Blinkit, Instamart and Zepto. Started adopting. “This is no longer a discount war,” analysts said.
Data from analysts shows that Blinkit leads the local instant commerce market with 45% share, followed by Instamart with 27% share and Zepto with 21% share.

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