The firm announced the integration in a blogpost on Thursday. Swiggy Mall is currently operational only in some parts of Bengaluru situated closer to the public-markets bound firm’s headquarters.
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Swiggy Mall is headed by former Amazon executive Dipak Krishnamani, who joined the firm in September last year. Krishnamani reports to Swiggy cofounder Nandan Reddy, who heads new initiatives, while another cofounder Phani Kishan heads Instamart.
The move comes as Instamart’s rivals Zepto and Blinkit are also expanding their offerings beyond grocery products. Around 15% of Zepto’s $1.2- billion annualised gross sales already comes from non-grocery products, said a Goldman Sachs report.
ET reported earlier on how such categories were seeing robust growth on quick commerce platforms, and how their successes was leading to a rush of smaller D2C firms trying to get on these platforms.