In a year when soaring gold prices kept many traditional buyers cautious, quick-commerce platform Swiggy’s Instamart emerged as an unlikely festive hero. On April 19, the platform recorded a 45-fold jump in overall demand, led by a 49x surge in gold purchases and a 24x jump in silver, with small-ticket items dominating carts.
Gold coins in 1g, 2g and even 0.5g denominations were the most popular, reflecting a growing preference for affordability over grandeur.
According to a press release by Swiggy‘s Instamart, nearly 40% of orders came via pre-booking, owing to a price-lock feature that allowed users to secure gold at earlier rates and redeem it on the festival day.
Demand on Instamart was led by major urban centres including Mumbai, Hyderabad, Delhi, Chennai, Pune, Gurgaon, Kolkata and Noida — underscoring how metro consumers are embracing speed and flexibility even for culturally rooted purchases.
A festival of smaller gold, bigger intent
This digital buying frenzy comes against a contrasting backdrop in the broader jewellery market.
Industry estimates from an ET Bureau report suggest that gold demand by volume fell nearly 30% this Akshaya Tritiya, as prices, hovering around Rs 1.51 lakh per 10 grams, discouraged bulk purchases.
Yet, the story isn’t one of declining interest.
Value-wise, demand still rose by 20–25%, according to the India Bullion and Jewellers Association, indicating that buyers are simply recalibrating rather than retreating.
Consumers largely pivoted to lighter jewellery, small coins, and exchange-led purchases, with many upgrading old gold instead of buying fresh heavy pieces.
According to the report, retailers also noted a rise in interest for diamond-studded designs and solitaires, especially among younger buyers working within defined budgets.
Silver shines, and how
Meanwhile, if gold purchases became more measured, silver told a different story on Instamart – one of bold, high-value bets.A shopper in Bengaluru placed a single order worth Rs 1.65 lakh in silver bars, highlighting how the metal is increasingly seen as both an investment and gifting option.
Across the platform, 10g, 5g, and 20g bars were top picks, suggesting that while gold went miniature, silver went maximalist.
The Rs 2 lakh cart: Where gold met groceries
Perhaps the most telling sign of changing consumer behaviour was the composition of carts themselves.
The largest order of the weekend, nearly Rs 2 lakh, didn’t just include precious metals. Alongside gold coins and silver bars were soft drinks, ice cubes, Alphonso mangoes, a water dispenser, and even a smartwatch.
Quick commerce fills the festive gap
The surge also reflects a broader structural shift.
Jewellery retailers, including brands like CaratLane and Kalyan Jewellers, have increasingly tied up with quick-commerce platforms to capture last-minute and convenience-driven demand, the ET report noted.
With Akshaya Tritiya considered one of the most auspicious days for buying gold, these platforms are turning what was once a planned, store-led purchase into an impulse-friendly, digital-first experience.
