Tirupathi: Since its launch in Tirupati in September 2024, Instamart — India’s pioneering quick commerce platform, has quickly become the go-to destination for both daily essentials and a fast-growing range of non-grocery categories. From dairy to toys and electronics, the temple city is embracing the speed, variety, and ease of 10-minute delivery in its everyday routines and rituals.
At the heart of Tirupati’s quick commerce journey is a fascinating blend of tradition and modern convenience. Over the past six months, the city’s shopping carts have reflected this duality—anchored in local staples yet increasingly diverse in category mix. Dairy remains the undisputed leader, with full cream milk, curd, and toned milk topping the list, followed closely by vegetables like tomato, onion, and green cucumber. Soft drinks stay in demand year-round, while regional favourites such as fresh onions, nutritious drumsticks, and Robusta bananas remain integral to authentic Andhra cuisine and temple offerings.
Tirupati’s consumption story is evolving. Toys have seen an extraordinary 141% growth, and beauty and grooming products are up 94%, signalling a shift towards lifestyle and indulgence categories. Electronics and appliances have surged 89%, makeup has grown 37%, and even pet supplies have risen by 42%. However, there’s a noticeable shift in ordering habits, with morning orders jumping by 97%, mirroring the city’s early devotional routines. On the other hand, late-night orders are up 70%, catering to pilgrims arriving after dark. These patterns reveal a city that is as comfortable ordering pooja essentials at dawn as it is adding gadgets or beauty products to its cart at midnight—blending sacred traditions with the ease of 10-minute delivery.
Seasonal events in Tirupati are shaping quick commerce trends, with distinct spikes in demand tied to festivals, monsoons, and weddings. During major local celebrations, residents turn to Instamart for fresh fruits, vegetables, cooking staples, and pooja essentials that are central to religious rituals. Monsoon months bring a shift towards cleaning supplies, home and kitchen products, snacks, and hot beverages like tea and coffee. Wedding season drives purchases of home essentials, traditional jewellery, accessories, and makeup, underlining the city’s standing as a sought-after destination for sacred matrimonial ceremonies.
The platform’s reliable service is evident in its consistent average delivery time of under 15 minutes minutes, with the fastest delivery of 2025 recorded at an impressive 4.22 minutes. This dependability has fostered exceptional customer loyalty, with one dedicated user placing 305 orders throughout the year, while the highest single order value reached Rs. 38,999, demonstrating that Tirupathi residents trust Instamart for both everyday necessities and significant purchases.
Commenting on Tirupathi’s distinctive quick commerce journey, Hari Kumar G, Chief Business Officer, Instamart, said: “Tirupathi has taught us something beautiful about serving a community with deep spiritual roots and modern aspirations. When Heritage Happy Full Cream Milk consistently trends alongside dramatic growth in toys and beauty products, it shows us that families here have embraced Instamart for their needs, beyond groceries. The incredible 97% growth in morning orders tells us we are not just delivering products – we are supporting the daily rhythms of devotion, celebration, and family life. Whether it’s DODLA dairy for morning rituals or cleaning essentials during monsoons, we’re honored to be part of this sacred city’s daily journey.”
Instamart continues expanding its presence across 127+ cities nationwide, delivering swift convenience through an ever-growing network of megapods stocking up to 35,000 products. Driven by deep understanding of regional preferences and powered by cutting-edge logistics, Instamart’s success in Tirupathi exemplifies the platform’s ability to honor local traditions while delivering modern convenience. The platform’s recent introduction of Maxxsaver further enhances value for customers, making planned and affordable shopping even more accessible for pilgrims and residents across India.