Bengaluru/New Delhi, Dec. 23 -- Late last week, a new retail store branded Swiggy Instamart opened in Gurugram, bringing the smartphone app into the physical world. Stocked with everything from pulses and condiments to baby diapers and skincare essentials, the store mirrors the breadth of the digital platform.

Designed as an experiential format, the outlet allows customers to walk in, browse the aisles, and shop much like they would in a traditional supermarket. This pilot initiative adds a compelling new dimension to online-first retail, and analysts suggest it could signal a shift in how the still-nascent quick commerce industry approaches growth amid intense competition.

Mint unpacks how the store functions, whether Swiggy Instamart ...