Swiggy Instamart - campaign
A mock data driven campaign idea for swiggy
Founded in 2014, Swiggy is headquartered in Bengaluru and operates in more than 580 Indian cities, as of July 2023. Besides food delivery, the platform also provides quick commerce services under the name Instamart.
Swiggy Limited is an Indian online food and grocery ordering and delivery company.
About Instamart
This project focused on analyzing the evolving Q-commerce landscape through the lens of Swiggy Instamart. We explored current market trends, consumer pain points, and competitive dynamics to identify opportunities for growth, particularly in Tier 2 and Tier 3 cities. Our research highlighted Swiggy's strengths, expansion strategy, and potential areas for optimization positioning it to better serve urban and emerging markets through localized partnerships, improved UX, and sharper messaging.
About the project
Current scenario:
Indian Q-Commerce Industry is at a juncture of expansion, refining business strategies & identifying new consumer segments
Currently ~26 Mn Q-Commerce users in India with 1.8% penetration, to be 3% by 2028.
Current players are strategizing to increase AOV & reduce per unit costs
Urban localities are ideal; dense population, demand for convenience & quick deliveries
Tier II & III prefer traditional retail chains/Kirana stores; to be penetrated via advanced logistics
Driving Factors:
Urbanization:
36% of Indian Population (~511 million people) in cities - CY 2023
50% of Indian Population will move to cities by 2050 (Ministry of Urban Affairs)
Growing Income Levels: India’s GNI per capita:
US$1980 - CY2018
US$2390 - CY2022
CAGR - 4.8%
Increasing density in Urban Areas: 480 people / sq. km (2023)
13 times that of USA
3 times of China
Denser cities + Busy lifestyle + High traffic + High waiting time = Impact on stepping out decisions.
of the Q-Comm. sales are driven by items such as Fruits and Vegetables, Dairy, Bread & Eggs, Atta, Oil & Lentil, Cold Drinks, Munchies & Chips
65%
Pain Points:
IT’S A QUICK TRIP FROM EXCITEMENT TO EXASPERATION (Quite a lot of times)
Sneha Verma: 52yrs
A retired home-maker, running a cloud -kitchen “I always & always miss to add a few items in cart while I place my order. there is no way I can edit my orders, & eventually end up spending a lot of money on multiple deliveries!”
Simran Gupta: 23yrs
Recent graduate working in a new city, Since I have never managed a house before, I end up seeking support from my mom to place an order for me from my home - town to my new location. this is such a trouble to her urgh!
Dinesh Kumar: 29yrs
A middle- class resident with two childrens Indian customers are just like Tinderdates- very hard to impress & guess what? Even harder to keep! won’t mind switching to another platform for better discounts & deals!
Riya Shrama: 23yrs
A fitness enthuastic & also has a busy schedule Well, I am a forgetful person who often forgets to plan gifts for my friends, family & colleageous. I wish there was a solution for planning & delivering a gift when my brain sparks at 10 PM at night!
Price Points & Product Categories
Bangalore, September 10, 2024 –
Swiggy Instamart, India’s pioneering quick commerce platform, is expanding its reach, bringing its total operational cities to 43. The quick commerce platform has launched in 11 new cities over the past two months, including Rajkot, Thrissur, Mangalore, Kanpur, Udaipur, Warangal, Salem, Amritsar, Bhopal, Varanasi and Ludhiana, introducing the convenience of quick commerce to many of these cities for the first time.
Ensuring that customers have access to products that resonate with their regional preferences. In Mangalore, for instance, customers can now find items from Narans Foods and Ideal Icecream on the platform. Similarly, in Bhopal, Top N Town Breads and Andaah are available, while Thrissur residents can shop for Milma Milk and Navua Bakers products.
Swiggy instamart Enhancing It’s offerings by partnering with local brands
Recent launches have demonstrated a strong uptake for quick commerce services in Tier 2 and 3 cities. A store in Mangalore set a new benchmark, reaching 1,000 orders in a single day faster than many larger metros. Thrissur has emerged as one of the fastest cities, delivering over 1,000 orders in just 4 minutes. In Bhopal, despite 40% of orders being delivered during rain over the past two weeks, the platform maintained 100% service availability.
Insights from tier 2 & 3 cities
As of 2024, the Retail market contribution of top 60 cities (Tier 1) Was 26% and that of the rest of India is 74%
Amitesh Jha, CEO of Swiggy Instamart
“The enthusiastic demand from smaller towns and cities has been incredibly encouraging. Our expansion into these new locations marks a significant milestone, allowing even more people to experience the ease of having thousands of products—from everyday essentials to electronics and toys—delivered in just 10 minutes from both national and local brands.”
Jab Chotu hai busy, Hum Hai Na!
Introducing our campaign concept that positions Swiggy Instamart as the modern-day Chotu/Chinna - your reliable helper for emergency, last-minute, and everyday needs. We'll leverage vernacular, hyper-regional content to emotionally connect with Tier 1 and Tier 2 cities through relatable situations.
Creative Concepts & Script Ideas
Emergency Guests & Chai:
Mom discovers chai leaves are finished when unexpected guests arrive. Chotu is busy making reels, but Swiggy Instamart delivers just in time!
Pregnant Mom & Baby Bag:
Husband panics when baby bag is left in another car. Swiggy Instamart delivers all baby needs within 15 minutes.
Late-Night Party Savior:
Friends need chips at midnight. Chotu is fast asleep, but Swiggy Instamart delivers party supplies even at 12 AM.
Content Roll-Out Plan:
Our multi-channel approach to spread "Jab Chotu hai busy, Hum Hai Na!" across platforms
Short-Form Videos
15-30 second ads with relatable scenarios in Hinglish, Tamil, Telugu, and Kannada.
Influencer Collaborations:
Regional micro-influencers creating Reels and Shorts where Instamart saves the day.
Memes & GIFs
Shareable content about "Chotu/Chinna being busy" while Instamart is always available.
Static & Carousel Ads
Feature Chotu/Chinna as Swiggy Instamart's face with quirky emergency situation captions.
Promotional Roll-Out Plan
Instagram Reels and YouTube Shorts with hyper- localized content. Facebook carousel ads for older demographics. Twitter for urban audiences.
Social Media
ShareChat, Moj & Josh for vernacular content targeting Tier 2 and Tier 3 cities.
Regional Platforms
OTT Platforms
Ads during regional shows on Jio Hotstar, Zee5, and SonyLiv to reach family audiences.
Pop-up stalls at community events in Tier 2 cities. Partnerships with local Kirana stores.
Offline Activations
KPIs & Goals for Campaign Success
20%
App Downloads Target growth in downloads within Tier 1 and Tier 2 cities.
25%
65%
Brand Recall Ensure strong brand recall for Swiggy Instamart in campaign regions.
Order Volume Increase in Instamart orders in Tier 2 cities.
Content Optimization Strategy
We'll optimize content for vernacular needs in tier 2 and 3 cities, especially for older audiences. A separate InstaMart app will provide a non-cluttered user experience. SEO keyword optimization in regional languages will improve discoverability across different regions
Conclusion
Swiggy Instamart is successfully extending the quick-commerce revolution beyond metros by strategically targeting India’s Tier 2 and 3 cities—markets traditionally dominated by Kirana stores and conventional retail. Despite initial skepticism about adoption in non-metro regions, recent data reveals high enthusiasm and rapid order volumes in new cities like Mangalore, Thrissur, and Bhopal—often outperforming metro benchmarks.
This success is driven by:
Localized inventory partnerships (e.g., Milma Milk in Thrissur, Ideal Ice Cream in Mangalore)
Fast and reliable service, even under challenging conditions (1000+ orders per day, 100% availability during rain)
And a strong understanding of local pain points like forgotten items, gifting emergencies, and dependency on relatives for placing orders.
By blending national-scale operations with hyperlocal relevance, Swiggy is positioning Instamart not just as a convenience app, but as an essential utility for middle-class families, working professionals, and homemakers alike. With 74% of retail market contribution coming from beyond Tier 1 cities, Instamart’s expansion taps directly into India’s next wave of digital-first consumers cementing its place as the most versatile and accessible Q-commerce player in the country.
