Swiggy Instamart says eco-Ganpati demand rose 176% during Ganesh Chaturthi
Swiggy Instamart reported a festival-led surge in eco-friendly Ganpati idols, mawa modaks and flowers. Bengaluru led festive orders, while Delhi, Kolkata, Noida and Bhubaneswar recorded sharp growth in eco-idol purchases.
What happened
Swiggy Instamart reported strong Ganesh Chaturthi demand, led by eco-friendly Ganpati idols, mawa modaks and puja flowers. Bengaluru generated the most festive
Key facts
- Eco-friendly clay Ganpati idol demand increased 176% year-on-year
- Mawa-flavoured modak orders rose 145%
- Ready-to-place clay idols accounted for 90% of eco-Ganpati demand
- Eco-Ganpati orders rose 1,718% in Delhi, 1,305% in Kolkata, 1,136% in Noida and 1,132% in Bhubaneswar
- Flower orders peaked at 868 orders per minute at 7:42 am on September 14
Why this matters
The surge highlights partnership opportunities with regional eco-idol makers, premium sweets brands and flower suppliers to secure exclusive festival inventory and extend Instamart’s local-commerce moat.
What to watch
- Whether eco-idol sales remain elevated in upcoming festivals such as Navratri, Diwali and regional puja periods.
- Average basket size and attachment rates for flowers, sweets, decor and worship essentials on idol orders.
- Stock-out rates, delivery times and price premiums for eco-friendly festival SKUs during peak demand windows.
- Competitor launches of festival-specific eco assortments, exclusive artisan partnerships or discounted puja bundles.
- Evidence that demand is expanding beyond major metros into tier-2 cities and repeat customers are returning for other sustainable products.
- Build a festival calendar-led sourcing model for regional occasions, with inventory positioned city by city rather than nationally.
- Create curated bundles combining eco-idols, flowers, modaks, diyas, decor and puja consumables to increase average order value.
- Secure direct partnerships with certified eco-friendly idol makers and local sweet vendors before competitors lock supply.
- Use Bengaluru demand patterns to test targeted expansion in Delhi NCR, Kolkata and Bhubaneswar, where eco-idol growth was also strong.
- Track product certification, packaging waste and post-immersion disposal messaging to protect the sustainability claim from reputational risk.