Zepto, Swiggy bring the colour in a record Holi-day

Holi cheer spread online over the long weekend as quick-commerce platforms such as Zomato‘s Blinkit, Zepto and Swiggy Instamart saw a surge in sales. Swiggy Instamart and Zepto were on track to report record orders, based on Monday evening trends.

Sales were led by Holi-related items such as colour (gulaal), sweets, pichkaris and flowers. Adjacent categories– white t-shirts, coconut oil–also saw a significant surge in demand, said executives at quick commerce firms.


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Swiggy Instamart was on track to clock more than 700,000 orders in a single day, the highest ever, according to people in the know. Zepto was set to record over 600,000 orders, also a record, according to a spokesperson.

Bengaluru-based Swiggy typically gets 550,000 orders on a business as usual (BAU) day, while it’s 500,000 for Zepto. Blinkit is the quick-commerce leader in the country’s major markets with around 600,000 orders a day.




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Platform bosses took to X to trumpet Holi sales.

Blinkit cofounder and chief executive Albinder Dhindsa said the firm hit its highest order volume per minute (OPM) on Sunday, adding that the firm was “on track to break (its) all time high orders record (from Valentine’s day this year),” without giving details.


— phanikishan (@phanikishan)

Instamart’s sales of flowers were five times that of Holi last year, Swiggy cofounder and Instamart head Phani Kishan Addepalli said, without giving details.

Zepto cofounder and chief executive Aadit Palicha posted that the platform was also being used to purchase items such as white t-shirts on Holi.

“People are starting to realise that Zepto serves a lot more use cases than daily grocery,” Palicha said on X.

— aadit_palicha (@aadit_palicha)

Quick festivities

Festival days are becoming occasions for big sales at quick commerce firms, setting order records. For example, on Valentine’s day, February 14, Zepto, Swiggy Instamart and Zomato-owned Blinkit all posted their best-ever single-day sales, surpassing highs set on New Year’s Eve.

ET reported on March 4 that quick commerce firms are also increasing the number of products they can deliver, with a range resembling those of ecommerce platforms such as Flipkart and Amazon in certain segments like fashion, beauty, electronics, toys as well as home and kitchen.

Evening surge for food

As orders surged, some pockets in Delhi NCR were said to face issues with delayed deliveries and cancellations on Swiggy. The firm did not respond to queries.

“Event-based surges were also helpful to food delivery firms earlier, but quick commerce has found a very wide range of customer needs that can be met, and so you see them benefit exponentially during events,” said an industry executive. “However, you do see some crossovers, like there is a surge in sweet sales on both Instamart and Swiggy food.”

The core food delivery arms of Zomato and Swiggy were also set to see a spike in orders Monday night, industry executives said, without giving details.

Roy Walsh

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