Since launching in the coastal city of Nellore last year, Instamart, India’s leading quick commerce platform, has transformed the shopping experience for residents, catering to everything from daily dairy essentials to high-end lifestyle items. The city has welcomed the ease of ultra-fast delivery, resulting in interesting shopping trends that merge traditional Andhra customs with contemporary lifestyle demands. Nellore’s quick commerce narrative is characterized by impressive category diversification and evolving consumption behaviors. While the dairy category, particularly Full Cream Milk, remains the city’s most frequently ordered item, the remarkable rise in non-grocery categories stands out. Pet supplies have surged by an astonishing 522%, followed by toys at 421%, electronics and appliances at 283%, and beauty and grooming products at 323%.
Furthermore, makeup has experienced notable growth at 143%, indicating that the city is broadening its shopping interests beyond mere necessities. The city’s daily ordering patterns reveal a peak in activity during afternoon hours (11:00 AM – 3:59 PM). However, the most striking trend is the significant increase in morning orders by 339% and nighttime orders by 314%, showcasing Nellore’s changing lifestyle where convenient shopping integrates effortlessly into both early morning routines and late-night demands. The most ordered products over the past six months reflect genuine local preferences: Whole milk ranks highest, followed closely by curd, soft drinks, tomatoes, and onions (Ulligadda).
The city’s inclination towards trusted local and regional brands is evident with products like Heritage Super Gold Milk and Gold Winner Refined Sunflower Oil, while items like sweet corn highlight an increasing interest in varied fresh produce. Seasonal consumption patterns reveal how residents adapt their shopping behavior. During the monsoon months, there is a noticeable shift toward cleaning supplies, snacks, and tea and coffee, reflecting the city’s need during the rainy season. The wedding season introduces its own unique trends, with heightened demand for home essentials and makeup, underscoring Nellore’s role in coastal Andhra’s wedding celebrations.
Local festivals trigger predictable yet significant increases in orders for fruits, vegetables, cooking essentials, and pooja supplies, illustrating how Instamart has seamlessly blended into the city’s cultural and religious practices. The platform’s outstanding service quality is demonstrated through an average delivery time of just about 12.20 minutes, with the fastest delivery recorded at an impressive 3.02 minutes. This reliability has cultivated strong customer loyalty, highlighted by one loyal customer who placed 209 orders over the year, showcasing Nellorians’ trust in Instamart for both planned and impulse purchases. The busiest day for the city occurred on June 29, 2025, with 2,703 orders processed, emphasizing Instamart’s capability to manage peak demand while maintaining service excellence.
Commenting on the steady acceptance of quick commerce in Nellore, Hari Kumar G, Chief Business Officer of Instamart, stated: “Nellore serves as an excellent example of how a traditional coastal city can rapidly embrace modern convenience. The persistence of dairy as a favorite, alongside the surges in pet supplies and beauty products, indicates that Instamart is evolving beyond a source for essentials—it is becoming integral to the city’s lifestyle. The balance between growing morning and late-night orders is particularly exciting.
From monsoon snacks to wedding makeup, Nellore illustrates that convenience is valued at all times, and we are proud to be part of that daily flow.” Instamart is expanding its reach across more than 125 cities nationwide, providing swift convenience through an increasingly extensive network of megapods that stock up to 35,000 products. With a deep understanding of regional preferences and cutting-edge logistics, Instamart’s success in Nellore showcases the platform’s ability to serve diverse coastal communities while ensuring modern convenience. The recent launch of Maxxsaver further enhances value for customers, making affordable and planned shopping more accessible for residents throughout India.