Quick commerce consumers make a splash with colour sales

Mumbai: Zomato’s Blinkit and Swiggy’s Instamart seem to have made brisk business on Holi as Indians took to quick commerce platforms to shop for gulaal (colour), pichkari (water gun) and flowers for the festival. “We hit our all time high orders, OPM (order per minute), and almost every other metric on the board,” Albinder Dhindsa, founder at Blinkit posted on X on Monday.
Instamart claims to have sold five times more flowers this Holi compared to last year. The firm’s OPM on Monday morning surpassed that of the previous morning with a user from Gurgaon having spent more than Rs 5,000 on the platform for Holi essentials. “Gulaal orders had started pouring in as early as 6 am. We saw a peak of 444 gulals per minute. Almost every order today on Instamart includes a packet of gulal,” said Phani Kishan A, head of Instamart and co-founder at Swiggy. The platform which had already hit its highest orders of 2024 on Choti Holi (Sunday) seemed poised to touch another high at the end of the two-day festivities.
Consumers moved beyond Holi essentials to even order apparel items from instant delivery platforms. Zepto, for, instance, saw a spike in orders for white T-shirts, said co-founder and chief executive officer Aadit Palicha.
Quick commerce or 10 minute deliveries as a concept started gaining ground in India in 2021 The convenience of speedy door step deliveries brought forth a shift in consumer mindset and they were fast to take to apps and services like Blinkit, Instamart and Zepto “In quick commerce, it is not a discount war anymore,” analysts said.
Data from analysts show that Blinkit leads the local quick commerce market with a 45% share, followed by Instamart with a 27% share and Zepto with 21%.

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