70
/ 2
Min Read
Instamart is expanding its lifestyle and non-grocery assortment with the launch of MINISO on its quick commerce platform, bringing more than 90 products across categories such as bags and accessories, kitchen and dining, stationery, art and hobbies, and toys.
The partnership marks MINISO’s entry into quick commerce, making a range of everyday lifestyle products available for faster delivery. The catalogue includes backpacks, water bottles, tiffin boxes and stationery, alongside merchandise inspired by popular entertainment characters and franchises.
Products featuring Harry Potter, Hello Kitty, My Melody, Kuromi, BT21 and Disney’s Stitch will be available across categories including bags, notebooks, mugs, plush toys and other lifestyle accessories.
The launch further strengthens Instamart’s push beyond groceries and household essentials as quick commerce platforms continue to expand into categories such as electronics, toys, beauty, gifting and general merchandise. The growing assortment reflects changing consumer behaviour, with shoppers increasingly turning to quick commerce for lifestyle purchases and last minute gifting needs.
Gautam Swaroop, Chief Business Officer, Instamart, said the platform is continuing to broaden its assortment as consumers increasingly use quick commerce for lifestyle and gifting needs.
Charmaine Chan, Vice General Manager, MINISO India, said the partnership with Instamart and distribution partner Opptra would bring MINISO’s lifestyle products, IP collaborations and collectible toys closer to consumers with greater speed and convenience.
MINISO will be available across key metros from August 21, 2026, with plans to expand both its catalogue and city footprint in the coming months.
Opptra, MINISO’s digital commerce distribution partner in India, is supplying the catalogue and facilitating the brand’s launch and fulfilment on Instamart.
The move highlights the evolving role of quick commerce in India. The competition is no longer limited to delivering groceries and daily essentials faster. Platforms are increasingly positioning themselves as destinations for a wider range of immediate needs, whether it is a water bottle, a backpack or even a plush toy.
