Gold and silver Coins will be Delivered via Swiggy Instamart from Kalyan Jewellers

Just in time for the Akshaya Tritiya festival, Swiggy's quick commerce vertical, Instamart, has teamed up with Kalyan Jewellers to provide quick doorstep delivery of gold and silver coins in over 100 cities.

Through the fast commerce platform, clients will be able to order 24-karat BIS-hallmarked gold coins and 999-pure certified silver coins, which will be delivered in a matter of minutes. A variety of coin weights are available in the offering, including 5 gram, 10 gram, and 20 gram silver coins in addition to 0.5 gram and 1 gram gold coins.

 Although the debut coincides with Akshaya Tritiya, a festival customarily linked to the purchase of precious metals, all coins have ornamental designs and are available throughout the year.

 "This partnership is both timely and relevant as more customers turn to quick commerce for traditional and festive purchases," said Amitesh Jha, CEO of Instamart. With the addition of Kalyan Jewellers to its platform, Instamart is excited to give its consumers the same easy access to certified, reliable gold and silver coins as they do to groceries or other everyday necessities.

Growing Interest of Quick Commerce to Explore Precious Metal Sector

Swiggy's action coincides with rapid commerce platforms' increasing interest in entering the precious metals market. Around Diwali and Dhanteras last year, rival Blinkit launched a comparable gold and silver coin delivery service.

 Quick commerce sites have experimented with selling gold and silver before. Similar offerings were made by many at previous year's Dhanteras. But one notable omission from this Akshaya Tritiya is Zepto, which, in contrast to its competitors Blinkit and Instamart, has decided not to take part as aggressively in the seasonal gold rush.

Despite rising gold prices and a lacklustre consumer mood, jewellers are hoping for a windfall of about INR INR16,000 crore this Akshaya Tritiya. In the Hindu and Jain calendars, Akshaya Tritiya is an important day that is honoured as a day of prosperity and fresh starts.

It is frequently connected to buying gold and launching new businesses. Recently, retail gold prices reached INR 1 lakh per 10 grams, which discouraged bulk purchases but increased demand for inexpensive, lightweight jewellery and coins. Quickly adjusting, jewellers have increased their collections under INR 1 lakh and included 14- and 18-carat options.

Are Quick Commerce Platforms to Handle Expanding Portfolio

It's interesting to note that a large number of the gold and silver coins that are advertised on these rapid commerce platforms are either sold out or unavailable. This begs the question of whether these platforms are sufficiently equipped to handle the spike in demand during busy holiday events like Akshaya Tritiya.

The 10-minute gold rush is more than simply a fun exercise. In response to India's increasing demand for convenience, quick commerce companies are diversifying their product lines to include everything from iPhones to kitchen appliances.

A 2025 Bain-Flipkart analysis states that, with a gross merchandise value of $7 billion out of a $170–190 billion e-retail business, fast commerce accounted for up to 4% of the whole e-retail market in 2024.

According to the survey, the Q-com industry is predicted to expand at a rate of 40% per year, with general merchandise, mobile phones, electronics, and clothing already accounting for 15% to 20% of its GMV.