Ecommerce
Instamart sees Rakhi order surge in premium gifts
Quick-commerce platforms record sharp rise in last-minute rakhi, jewellery and hamper demand, lifting non-grocery AOV in metros and smaller cities.
Ananya Rao, Editor··4 min read
Instamart and peers saw elevated volumes in the final 48 hours before the festival. Premium and impulse SKUs moved faster than staples. Platforms had already widened lifestyle assortment, including earlier MINISO tie-ups for character merchandise.
Dark-store riders in Delhi-NCR and Bengaluru carried more gift hampers than grocery crates. A typical 10-minute delivery slot now mixes high-value beauty or electronics with a rakhi set, raising per-order economics but stressing packaging and fragile handling at the pick station.
Rakhi last-mile demand proves qcom can monetise gifting beyond groceries.
The spike helps qcom platforms chase higher AOV and reduces reliance on low-margin groceries. It squeezes traditional gift retailers and neighbourhood sweet shops that lose last-mile convenience buyers. Pure grocery dark stores without lifestyle depth fall behind.
Monitor post-Rakhi return rates and the next festive window of Navratri-Diwali for whether premium mix sustains. Watch any fresh brand exclusives on Instamart or Blinkit.