As Diwali 2025 approaches, Instamart, Zepto, and BigBasket are intensifying their rivalry in India’s booming quick commerce sector, deploying aggressive discounts, rapid delivery promises, and high-profile marketing campaigns to win over millions of urban shoppers seeking instant access to festive essentials, gifts, and groceries. This high-stakes competition is reshaping consumer habits and the broader retail landscape, as each platform vies for dominance during the year’s most lucrative shopping season.

Diwali 2025: The Quick Commerce Showdown

Festive Surge Drives Unprecedented Demand

The Diwali season has always been a critical period for India’s retail sector, but in 2025, the stakes are higher than ever for quick commerce (q-commerce) giants. Platforms like Zepto, Instamart (Swiggy), and BigBasket (Tata Group) are transforming smartphones into virtual festive bazaars, offering everything from sweets and snacks to electronics and silver gifts—all delivered within minutes.

Zepto reported a record-breaking surge in sales during Raksha Bandhan, selling over 820 rakhis per minute at peak hour, more than double last year’s numbers, according to CEO Aadit Palicha.
BigBasket saw a 2.1x jump in sales for festive items, with smartwatches and Bluetooth earphones among the top performers.
Instamart partnered with brands like Kalyan Jewellers and experienced a 3.5x year-on-year increase in rakhi sales and an 8x jump in hampers.

These numbers underscore the explosive growth of the q-commerce market, which is projected to reach $5–5.38 billion by the end of 2025, with annual growth rates between 40% and 100%—far outpacing traditional retail.

Aggressive Strategies and Market Dynamics

The competition is not just about speed but also about deep price discounting, with q-commerce platforms offering 6–9% discounts compared to the 2–5% typically found at neighborhood stores. This price war is fueled by massive marketing spends and relentless expansion:

Zepto is burning through ₹250 crore ($30 million) monthly, with nearly half allocated to digital marketing and talent acquisition, aiming to expand its store network and outpace rivals.
BigBasket and Instamart are leveraging their parent companies’ deep pockets and logistics expertise to scale rapidly and diversify festive offerings.
All three platforms are targeting urban millennials, Gen Z, and middle-class families, who are increasingly opting for instant, impulse-driven purchases.

Marketing Blitz and Consumer Engagement

This Diwali, platforms are deploying innovative campaigns to capture consumer attention:

Zepto’s Diwali campaign utilized high-impact digital channels, delivering 29 million impressions and boosting ad recall by 9% among metro shoppers.
Partnerships with premium brands and curated festive hampers are designed to tap into the gifting market and drive higher order values.

Table: Q-Commerce Leaders – Diwali 2025 Strategies

Platform	Key Strategy	Festive Growth Highlight	Market Share (2025)
Zepto	Deep discounts, rapid expansion, aggressive hiring	820+ rakhis/min at peak, 29M ad impressions	~29%
Instamart	Brand tie-ups, curated hampers, logistics scale	3.5x rakhi sales, 8x hampers	~25%
BigBasket	Diverse SKUs, tech integration, Tata backing	2.1x festive sales jump	Significant, but less than Zepto/Instamart

Frequently Asked Questions

How do quick commerce platforms ensure such fast delivery during peak festive periods?
They use dense networks of dark stores, real-time inventory management, and advanced route optimization to guarantee 10–30 minute deliveries.

What types of products are most popular on these platforms during Diwali?
Sweets, snacks, electronics, silver gifts, and curated hampers see the highest demand due to gifting and festive traditions.

Are these aggressive discounts sustainable for the platforms in the long run?
Most platforms are shifting focus toward profitability, but deep discounts are still used strategically during festivals to capture market share.

How are traditional retailers responding to the q-commerce boom?
Many are partnering with or listing on q-commerce platforms, while others focus on in-store experiences and loyalty programs to retain customers.

Key Takeaways

This Diwali, the battle between Instamart, Zepto, and BigBasket is redefining how Indians shop for festive essentials, with instant delivery, deep discounts, and innovative marketing at the forefront. As consumer expectations evolve, the quick commerce sector’s relentless innovation and competition are set to shape the future of retail in India. For shoppers, it means more choices, better deals, and the joy of festive shopping delivered to their doorstep in minutes.