Swiggy’s Mall integration with Instamart mirrors Zepto’s non-grocery sales success, sparking interest among smaller D2C firms in the rapidly expanding quick commerce sector.

Swiggy is consolidating its Mall offering, which includes a range of non-grocery items such as footwear, apparel, electronics, and electric appliances, into its quick-commerce service, Instamart. The integration was announced via a blog post on Thursday. Currently operational in select areas of Bengaluru, close to the company’s headquarters, Swiggy Mall ensures deliveries of these products within an hour.

In a recent blog post, Swiggy stated, “Swiggy Instamart is already established in over 25 cities, paving the way for the expansion of Swiggy Mall in the upcoming months, beginning with Bengaluru.”

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Dipak Krishnamani, a former Amazon executive who joined Swiggy in September last year, leads Swiggy Mall. Initially reporting to cofounder Nandan Reddy, responsible for new initiatives, Krishnamani will now report to another cofounder, Phani Kishan, who oversees Instamart. Kishan expressed in a statement, “Our latest update empowers customers to discover a wide array of options across 35+ categories extending beyond groceries and home essentials, all delivered within minutes. This represents a significant milestone in our pursuit of delivering unmatched convenience, ensuring our users access everything they require at their convenience, faster than ever before.”

This marks the second integration Swiggy has undertaken this year. In mid-March, the company merged its premium grocery division, InsanelyGood, with Instamart. InsanelyGood, which had previously undergone downsizing and operated solely in Bengaluru, was originally founded as SuprDaily by Phani and later acquired by Swiggy in 2018.

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The integration of Swiggy Mall coincides with competitors Zepto and Blinkit expanding their product offerings beyond groceries. According to a Goldman Sachs report, approximately 15% of Zepto’s $1.2 billion in annualized gross sales already stems from non-grocery products. Earlier reports from ET highlighted the robust growth of these platforms in new categories, leading to a surge of smaller direct-to-consumer (D2C) firms eager to tap into their success.