India’s Diwali shopping basket looked very different in 2026, with consumers using quick-commerce platforms to order everything from traditional sweets and party snacks to gold coins, silver bars, festive clothing and household appliances. Data shared by Swiggy Instamart and Zepto reveals how these platforms are moving beyond everyday grocery deliveries to become an important part of festive shopping. Kaju katli emerged as Instamart’s most popular mithai, Diet Coke topped its non-grocery purchases on Diwali eve, and Zepto recorded a threefold increase in festive hamper orders compared with last year.
The biggest surprise was the growing presence of high-value purchases on delivery platforms traditionally associated with groceries and daily essentials. Instamart recorded a Mumbai shopping basket worth ₹1.11 lakh, largely comprising gold coins, while consumers in other cities combined precious metals with everyday products such as olive oil, lunch boxes and decorative lights. The numbers suggest that convenience, last-minute purchasing and digital gifting are changing how Indians prepare for festivals. However, the figures represent platform-reported activity rather than a complete picture of India’s overall Diwali retail market.
Key Takeaways
- Kaju katli was Instamart’s most popular mithai during Diwali, followed by motichoor laddoo and besan laddoo.
- Diet Coke was the platform’s most popular non-grocery item on Diwali eve.
- Instamart’s party-planning orders increased 162% year-on-year, while snack and munchies orders rose 42%.
- Zepto’s festive hamper orders tripled compared with last Diwali.
- Zepto recorded 4.68 lakh diya orders during the festive period.
- Gold and silver coins became significant quick-commerce purchases during Dhanteras.
- Mumbai recorded the biggest reported festive shopping basket at ₹1.11 lakh.
- Festive demand extended beyond major metros, with several smaller cities emerging as strong markets.
Kaju Katli Leads India’s Diwali Sweet Orders
Traditional Indian sweets remained an important part of festive shopping, but Instamart’s data revealed a clear favourite.
Kaju katli topped the platform’s mithai rankings during Diwali. Motichoor laddoo secured the second position, followed by besan laddoo.
Other popular sweets included Mysore Pak, soan papdi, peda and gulab jamun.
The results highlight how traditional sweets continue to hold their place even as consumers increasingly use digital platforms for festive purchases.
Zepto reported a slightly different pattern. Laddoo was its most frequently ordered mithai, while soan papdi led in terms of total quantity sold.
This distinction matters because the most frequently ordered product is not necessarily the one sold in the largest quantity. A sweet may appear in more individual orders while another is purchased in larger packs or quantities.
Most popular festive sweets
| Platform | Most popular mithai | Other leading choices |
|---|---|---|
| Swiggy Instamart | Kaju katli | Motichoor laddoo, besan laddoo |
| Zepto | Laddoo | Soan papdi led by total quantity sold |
The figures suggest that quick-commerce platforms are becoming another distribution channel for India’s traditional festive food market, giving consumers access to sweets without visiting local sweet shops.
Diet Coke Becomes Instamart’s Most Popular Non-Grocery Item
One of the more unexpected findings from Instamart’s Diwali shopping data was the popularity of Diet Coke.
The beverage was the platform’s most popular non-grocery item on Diwali eve.
The result offers an interesting glimpse into how quick-commerce shopping is connected to festive gatherings and home celebrations.
Consumers were not only purchasing traditional sweets and groceries. They were also ordering beverages, snacks and other products needed for parties and family get-togethers.
Instamart reported a 162% year-on-year increase in party-planning orders during Diwali. Demand for munchies and snacks increased 42%.
The numbers indicate that quick-commerce platforms are increasingly being used for last-minute hosting requirements.
For consumers organising a gathering, ordering drinks, snacks and household essentials through an app can be more convenient than making separate trips to multiple stores.
Zepto’s Festive Hamper Orders Triple
Gifting was another major growth category during the 2026 festive season.
Zepto reported that orders for festive hampers tripled compared with the previous Diwali.
The increase suggests growing demand for curated gifting options that combine multiple products into a single package.
Festive gifting has traditionally been associated with sweets, dry fruits, decorative items and household products. Quick-commerce platforms are now attempting to make these purchases easier through ready-to-order hampers and expanded product selections.
Zepto also recorded 4.68 lakh diya orders during the festive period.
Other categories showed strong growth:
- Orders for flowers and garlands increased 2.5 times year-on-year.
- Festive fashion purchases doubled.
- Ethnic wear and traditional accessories were important drivers of fashion demand.
- Beauty products recorded their highest demand on Diwali.
The platform also highlighted partnerships with local artisans, helping traditional products reach consumers through digital channels.
These trends suggest that quick-commerce companies are expanding their festive catalogues beyond standard grocery and convenience products.
Gold and Silver Coins Become Quick-Commerce Purchases
Perhaps the most significant change in festive shopping was the growing demand for precious metals through quick-commerce platforms.
Dhanteras is traditionally associated with purchasing gold and silver as symbols of prosperity. In 2026, consumers increasingly used digital delivery platforms to make these purchases.
Instamart reported a sharp increase in gold and silver coin orders around Dhanteras.
The platform’s first gold coin order on November 6 was placed at 12:00:30 am from Hyderabad. It was for a floral-design 24-karat gold coin.
The first order containing a silver coin followed just four seconds later, at 12:00:34 am, from Bengaluru.
Which coin designs were most popular?
Consumer preferences differed between gold and silver.
| Purchase category | Most popular design |
|---|---|
| Gold coins | Rose and floral designs |
| Silver coins | Lakshmi-Ganesh designs |
Nearly two-thirds of gold coins purchased featured rose or floral designs.
Lakshmi-Ganesh designs accounted for 73% of silver coin purchases.
Demand continued throughout the day, with gold and silver coin orders reaching their highest point at 6:38 pm.
The figures show how quick-commerce platforms are attempting to serve purchases that were traditionally associated with jewellery shops and specialised retailers.
However, these platform-reported figures should not be interpreted as evidence that quick commerce has replaced conventional jewellery stores. They indicate that consumers are increasingly willing to purchase certain precious-metal products through digital channels.
Mumbai Records India’s Biggest Reported Festive Shopping Basket
The largest festive shopping basket reported by Instamart came from Mumbai.
One customer placed an order worth ₹1.11 lakh, comprising gold coins featuring Lakshmi-Ganesh and lotus designs.
Other high-value purchases demonstrated how consumers combined traditional festive products with everyday household requirements.
Some of the biggest reported festive baskets
| City | Order value | Products included |
|---|---|---|
| Mumbai | ₹1,11,000 | Gold coins in Lakshmi-Ganesh and lotus designs |
| Hyderabad | ₹52,215 | 2-gram gold coin and 100-gram silver bar |
| Bengaluru | ₹32,298 | 2-gram Lakshmi gold coin, olive oil and other products |
| Gurugram | ₹30,855 | 1-gram Lakshmi gold coin and children’s lunch box |
| Delhi | ₹29,907 | 1-gram floral gold coin and LED curtain lights |
| Chennai | ₹26,770 | 1-gram Lakshmi gold coin and 50-gram silver bar |
| Noida | ₹25,313 | Air purifier and cordless vacuum cleaner |
These examples reveal an interesting aspect of quick-commerce shopping: consumers are not necessarily placing separate orders for different types of purchases.
A single shopping basket can include a gold coin, groceries, household products and festive decorations.
For platforms, this creates opportunities to increase the value of individual orders and expand their presence in higher-value categories.
Quick-Commerce Demand Extends Beyond India’s Biggest Cities
The festive shopping surge was not restricted to metropolitan markets.
Instamart identified Raipur, Madurai, Guwahati, Thrissur and Kollam among the leading cities for festive demand.
The figures are significant because India’s quick-commerce expansion increasingly depends on reaching consumers outside its largest urban markets.
Smaller cities offer platforms opportunities to build new customer bases, increase order frequency and expand their product selections.
Festivals can be particularly important for this expansion because demand rises across multiple categories simultaneously.
Consumers may need sweets, flowers, decorations, clothing, gifts and household products within a short period.
Quick-commerce platforms can benefit from this concentrated demand by offering a wider festive catalogue and localised product selections.
However, the reported city rankings do not establish that these markets generated the highest overall festive sales across India’s entire retail industry.
The Busiest Time for Diwali Shopping Was Between 11 AM and Noon
Instamart’s shopping data for November 8 revealed that the busiest shopping hour was between 11 am and noon.
The highest number of orders in a single minute was recorded at 11:18 am.
This points to a concentrated rush of last-minute festive shopping.
Consumers may have been ordering products needed for family gatherings, decorations, food preparation and celebrations.
The timing also illustrates why delivery speed is central to the quick-commerce business model.
For customers who realise that they are missing an ingredient, a beverage or a decorative item shortly before a celebration, the ability to place an order through an app can be particularly useful.
For platforms, these demand spikes create operational challenges involving inventory availability, store capacity, delivery partners and order fulfilment.
Managing such peak periods is essential because delays or unavailable products can undermine the convenience that quick-commerce companies promise.
What These Trends Mean for India’s Quick-Commerce Industry
The Diwali shopping figures offer a glimpse into how India’s quick-commerce industry is evolving.
The business model initially gained popularity through groceries, snacks and household essentials. Companies are now expanding into categories such as fashion, beauty, electronics, gifting, home products and precious metals.
This expansion can create additional revenue opportunities by increasing the range of products available to customers.
It can also encourage consumers to use the platforms more frequently for purchases that previously required visits to specialised stores.
Three developments stand out.
1. Higher-value shopping is moving online
The reported gold and silver coin purchases demonstrate that some consumers are becoming comfortable using quick-commerce platforms for more expensive festive products.
2. Gifting is becoming a major category
Zepto’s threefold increase in festive hamper orders indicates that curated gifting products can attract substantial demand during seasonal occasions.
3. Convenience is influencing traditional purchases
Consumers are still buying traditional sweets, diyas, flowers and precious metals. What is changing is the channel through which some of these purchases are made.
For Swiggy and Zepto, the challenge will be to turn seasonal shopping activity into repeat customer behaviour while maintaining delivery reliability and managing the economics of a wider product catalogue.
The Bigger Picture
India’s Diwali shopping patterns show that quick commerce is becoming more than a service for emergency grocery purchases. Consumers are increasingly using these platforms for celebrations, gifting, fashion, home products and even selected precious-metal purchases. The combination of traditional products and modern digital convenience is creating a broader shopping experience, particularly during high-demand festive periods.
However, festive order growth does not automatically translate into long-term profitability. Quick-commerce companies still need to manage inventory costs, delivery expenses, discounts and competition while expanding into new categories. The real test will be whether the demand seen during Diwali can continue throughout the year. If consumers keep using these platforms for more than everyday essentials, quick commerce could become a more significant part of India’s retail ecosystem.
Frequently Asked Questions
1. What was the most ordered sweet on Swiggy Instamart this Diwali?
Kaju katli was the most popular mithai on Swiggy Instamart during Diwali 2026, followed by motichoor laddoo and besan laddoo.
2. Which product was the most popular non-grocery item on Diwali eve?
Diet Coke was Instamart’s most popular non-grocery item on Diwali eve, according to the platform’s shopping data.
3. How much did Instamart’s party-planning orders increase?
Instamart reported a 162% year-on-year increase in party-planning orders during Diwali 2026. Demand for munchies and snacks increased 42%.
4. How much did Zepto’s festive hamper orders grow?
Zepto reported that festive hamper orders tripled compared with the previous Diwali.
5. How many diyas did Zepto sell during Diwali?
Zepto recorded 4.68 lakh diya orders during the 2026 festive period.
6. What was the biggest Diwali shopping order on Instamart?
Mumbai recorded the biggest reported festive shopping basket at ₹1.11 lakh. It included gold coins featuring Lakshmi-Ganesh and lotus designs.
7. Which gold coin designs were most popular?
Rose and floral designs accounted for nearly two-thirds of the gold coins purchased on Instamart.
8. Which cities recorded strong festive demand on Instamart?
Raipur, Madurai, Guwahati, Thrissur and Kollam emerged as leading cities for festive demand, according to Instamart.
Looking Ahead
The 2026 Diwali data highlights how quickly consumer expectations around convenience are changing. Quick-commerce platforms are expanding their offerings to include products that were traditionally purchased from sweet shops, jewellery retailers, clothing stores and home-decor outlets. Their ability to bring these categories together in one digital shopping experience could help them attract more customers during future festivals and major shopping occasions.
For Swiggy Instamart and Zepto, the next challenge is to make this broader shopping behaviour sustainable beyond the festive season. More product categories and larger baskets can create growth opportunities, but they also require stronger supply chains, reliable fulfilment and careful cost management. Whether consumers continue buying high-value and non-essential products through quick commerce outside festivals will help determine how far the business model can expand in India’s retail market.
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