Swiggy-owned Instamart’s annual order analysis for 2025 has highlighted striking contrasts in consumer behaviour, ranging from a Rs 10 printout order in Bengaluru to a Rs 4.3 lakh iPhone purchase by a customer in Hyderabad, underscoring the rapid evolution of India’s quick-commerce market.

According to the report, Instamart’s top spender clocked purchases worth Rs 22 lakh during the year. High-value transactions were not uncommon, with a Mumbai user buying gold worth Rs 15.16 lakh on the platform, while a Chennai customer spent over Rs 1 lakh on condoms in 2025. The analysis also noted an unusual micro-order from Bengaluru, where a customer paid just Rs 10 for a single printout.

Tier-II cities emerged as major growth drivers for Instamart. Rajkot recorded a tenfold year-on-year jump in orders, followed by Ludhiana with seven times growth and Bhubaneswar with a fourfold increase, reflecting deeper penetration of quick-commerce beyond metros.

Daily essentials dominated repeat purchases across the country, with curry leaves, dahi, eggs, milk and bananas featuring most frequently. In a quirky statistic, a customer in Kochi ordered curry leaves 368 times during the year, almost once every day.

The report showed peak ordering hours between 7 am and 11 am, and again from 4 pm to 7 pm. Mondays emerged as the most popular day for gifting via Instamart. In another notable trend, a Bengaluru resident spent Rs 68,600 solely on tips for delivery partners over the year.

Meanwhile, Swiggy reported a widening consolidated net loss of Rs 1,092 crore in the September 2025 quarter, compared with Rs 626 crore a year ago, driven by continued losses in quick commerce and higher advertising and sales expenditure.