Quick commerce platforms such as Swiggy Instamart, Tata’s BigBasket, and Zepto are offering gold and silver coins to users in “10 minutes” as the nation celebrates Akshaya Tritiya today. 

Quick commerce, also known as Q-commerce, is a type of online shopping that focuses on fast deliveries, usually within an hour. 

The platforms have partnered with various gold-focused platforms and companies to home-deliver the coins in a bid to boost sales and revenue. 

Swiggy Instamart has partnered with Malabar Gold and Diamonds and Muthoot Exim to offer certified gold and silver coins (in multiple gramages) within minutes. 

The company will also deliver allied products such as silver spoons, silver glasses, flowers, and puja essentials for users on Akshaya Tritiya. 

Similarly, BigBasket has joined hands with sister concern Tanishq and MMTC-PAMP to offer gold and silver coins as well as bars to users in 10 minutes. 

The company will list offerings such as MMTC-PAMP Lakshmi Ganesh (999.9 purity) silver coins, and 22-carat gold coins, among others.

Zepto has also tied up with investment tech platform Jar’s in-house jewellery brand Nek to sell gold coins. 

The success of last year’s Dhanteras coin sales highlights the rising consumer interest in quick commerce for auspicious purchases. Partnering with reputed brands bolsters customer trust, ensuring a seamless experience for all this Akshaya Tritiya. 

The quick commerce platforms are banking on the well-established trend of buying gold at the festival. As per industry insiders, 15 to 20 tonnes of gold is reportedly sold around Akshaya Tritiya. 

The new offerings will also offer these platforms a chance to bolster their presence in the religious offerings market, which is largely dominated by unorganised brick-and-mortar stores and local hawkers (in the case of flowers). 

The Indian religious and spiritual market size stood at around USD 59.7 Bn in 2023 and is projected to reach  USD 127.8 Billion by 2032.