Quick commerce vertical of Swiggy, Instamart has partnered with Kalyan Jewellers to offer rapid doorstep delivery of gold and silver coins across 100 cities, just in time for the Akshaya Tritiya festival. The service will enable customers to order 24-karat BIS-hallmarked gold coins and 999-pure certified silver coins directly through the quick commerce platform, receiving them within minutes.
The offering includes a range of coin weights—0.5 gram and 1 gram gold coins, along with 5 gram, 10 gram, and 20 gram silver coins. All coins feature decorative motifs and are available year-round, though the launch has been timed with Akshaya Tritiya, a festival traditionally associated with purchasing precious metals.
“With more customers turning to quick commerce for festive and traditional purchases, this partnership is both timely and relevant,” said Amitesh Jha, CEO of Instamart. “We’re thrilled to bring Kalyan Jewellers to our platform, ensuring that customers can access certified, trusted gold and silver coins with the same ease as groceries or daily essentials.”
Swiggy’s move comes amid growing interest from quick commerce platforms in tapping into the precious metals segment. Rival Blinkit had introduced a similar gold and silver coin delivery service around Diwali and Dhanteras last year.
This is not the first time quick commerce platforms have dabbled in gold and silver sales. Many had rolled out similar offerings during Dhanteras last year. However, this Akshaya Tritiya, one noticeable absence is Zepto, which has chosen not to participate as actively in the festive gold rush, unlike its peers Blinkit and Instamart.
This Akshaya Tritiya, jewellers are eyeing a windfall of nearly ₹16,000 crore despite soaring gold prices and tepid consumer sentiment.
Akshaya Tritiya is a significant day in the Hindu and Jain calendars, celebrated to mark a day of prosperity and new beginnings, often associated with purchasing gold and starting new ventures.
Retail gold prices recently touched ₹1 lakh per 10 grams, dampening bulk purchases but sparking demand for lightweight, affordable jewellery and coins. Jewellers, adapting swiftly, have introduced 14- and 18-carat offerings and expanded sub-₹1 lakh collections.
Interestingly, many of the gold and silver coins listed on these quick commerce platforms are already sold out or out of stock. This raises questions about whether these platforms are adequately prepared to meet the surge in demand during high-traffic festive occasions like Akshaya Tritiya.
The 10-minute gold rush isn’t just a festive experiment. Quick commerce firms are expanding their portfolios—from iPhones to kitchen appliances—responding to India’s growing appetite for convenience.
According to a 2025 Bain-Flipkart report, quick commerce accounted for as much as 4% of the entire e-retail market in 2024 with a gross merchandise value of $7 billion of the $170-$190 billion e-retail market. The q-com space is expected to grow at a rate of 40% annually, the report estimates with 15%–20% of its GMV now coming from general merchandise, mobile phones, electronics, and apparel.
While the market remains cautious due to high prices, Akshaya Tritiya’s cultural significance continues to draw buyers. From lightweight jewellery to doorstep delivery of gold coins, the festival is embracing a new, faster rhythm—where tradition meets tech, and prosperity arrives in just ten minutes.
