New Delhi, Dec. 22 -- Swiggy Instamart, the quick-commerce arm of Swiggy, has quietly stepped into the physical world, but with guardrails firmly in place. The company has opened its first Instamart-branded offline experiential store in Gurugram, marking a tightly scoped pilot rather than a strategic pivot toward brick-and-mortar retail.

Sources familiar with the development say the store is part of a limited consumer experiment aimed at product discovery and engagement, not an entry into omnichannel commerce. Unlike Instamart's core operations, the store is neither owned nor operated by Swiggy.

The Gurugram outlet operates under a seller-owned, seller-operated model. Instamart's role is limited to branding and service support, while al...