Instamart Records 49x Surge in Gold Orders on Akshaya Tritiya, Driven by Price Lock Feature
Chennai: Quick commerce platform Instamart recorded an unprecedented surge in precious metal purchases during Akshaya Tritiya this year, with gold orders rising 49 times and silver demand increasing 24 times compared to regular levels.
Overall demand on the platform jumped 45 times on April 19, driven largely by festive buying sentiment combined with the convenience of online shopping. Smaller gold denominations such as 1 gram, 2 grams, and 0.5 grams emerged as the most popular choices, indicating a blend of cultural significance and affordability among buyers.
Silver purchases, however, reflected a different trend, with customers opting for larger quantities. Bars weighing 10 grams, 5 grams, and 20 grams were among the top-selling items. In one instance, a Bengaluru-based customer purchased silver bars worth ₹1.65 lakh in a single order.
A key driver of this year’s surge was Instamart’s newly introduced ‘price lock’ feature for select gold coins. The option allowed customers to secure gold prices between April 10 and 16 and complete purchases on the festival day at the lower of the locked or prevailing market rate. The company noted that nearly 40% of total demand came through such pre-booked orders.
The platform also witnessed a rise in “cross-category” shopping trends. The highest-value order, placed in Bengaluru, totalled ₹1,99,917 and included ₹1.65 lakh worth of silver bars, ₹31,800 in gold coins, along with groceries and household items such as beverages, mangoes, ice cubes, and a water dispenser.
Metro cities including Bengaluru, Mumbai, Hyderabad, Delhi, Chennai, Pune, Gurgaon, Kolkata, and Noida accounted for the bulk of festive demand, highlighting the growing adoption of quick commerce for traditional purchases.
The trend underscores a shift in consumer behaviour, where convenience and digital platforms are increasingly shaping even culturally rooted buying practices.
