Instamart has added MINISO to its platform, bringing more than 90 products from the lifestyle retailer to quick commerce for the first time.
The assortment spans bags and accessories, kitchen and dining, stationery, art and hobbies, and toys. It includes everyday products such as backpacks, water bottles, tiffin boxes and stationery, along with character merchandise from franchises including Harry Potter, Hello Kitty, My Melody, Kuromi, BT21 and Disney’s Stitch.
The launch expands Instamart’s non-grocery assortment as consumers increasingly use quick-commerce platforms for lifestyle products, gifting, and other everyday purchases.
MINISO products will initially be available across key metros from August 21, with the selection and city coverage expected to expand over the coming months.
Opptra, MINISO’s digital commerce distribution partner in India, is supplying the catalogue and managing its launch and fulfilment on Instamart.
The addition is part of Instamart’s wider push beyond groceries and daily essentials, with the platform also expanding into categories such as electronics, toys, beauty, lifestyle, gifting and general merchandise.
Speaking on the launch, Gautam Swaroop, Chief Business Officer, Instamart, said, “At Instamart, we’re constantly bettering our assortment to reflect how and what customers shop today. MINISO has created a unique space in the lifestyle category with products that are fun, functional, design-led and accessible.”
He further added, “By bringing the brand to Instamart, we’re giving customers the convenience of getting these favorites delivered to their doorsteps while continuing to build a more comprehensive everyday shopping destination.”
Reflecting on the partnership, Charmaine Chan, Vice General Manager, Miniso India said, “We are pleased to announce that MINISO is now available on Swiggy Instamart. From well-designed, high-quality and value-for-money lifestyle products to IP collaborations and collectible toys that bring joy, comfort and emotional connection, MINISO continues to make everyday life more fun and inspiring.”
He further added, “Through our partnership with Opptra, we look forward to bringing MINISO closer to more consumers across India with greater speed and convenience.”
