Bengaluru, Sept. 10 -- Swiggy Ltd has entered the gifting space with a new segment 'Giftables', following a similar move by its larger rival Blinkit. The push into instant gifting is being viewed as a fresh growth opportunity, one that could also lift demand for traditional yet loss-making incumbents such as Archie's, Ferns N Petals (FNP), and IGP (Indian Gifts Portal).

The timing of the launch appears strategic with the upcoming festivals set to charge up the gifting space and impulse buying become more the norm.

FNP and Archies do not see Swiggy and Blinkit as rivals. Instead, they call quick-commerce a new sales channel that has already become meaningful, Both brands say platforms such as Instamart and Blinkit have helped them expand...