e-commerce
Decathlon and Zepto partner to deliver sports goods in 10 mins
Mumbai: Decathlon India, a sports products brand, and Zepto, known for its rapid delivery service, have announced a strategic partnership to improve access to sporting goods across India. This collaboration represents a notable development in India’s quick commerce sector, enhancing the availability of high-quality sports and fitness products.
Starting in September, users in 16 cities, including Mumbai, Bengaluru, Delhi-NCR, Chennai, and Hyderabad, can shop Decathlon’s range of sporting goods through the Zepto platform. Customers will have access to a variety of sports products, including fitness equipment, running shoes, and yoga mats, enabling them to easily obtain the gear needed for their active lifestyles.
On the announcement, Zepto CEO Aadit Palicha shared, “We are thrilled about Decathlon being a part of the Zepto family and I thank our sellers for having enabled this. We believe in promoting an active lifestyle and are excited about the opportunity to work with our sellers to make fitness products more accessible to millions of Indians.”
Further commenting on this announcement, Decathlon India CEO Sankar Chatterjee said, “We are excited to collaborate with Zepto to bring greater access to a wide range of sports products for our fellow Indians. As the demand for an active lifestyle in the Country continues to grow, we are committed to being part of this journey. This partnership further strengthens our mission to move people through the wonders of sport by quickly and efficiently delivering sporting products and equipment directly to their doorsteps.”
This announcement follows Decathlon’s recent move to enhance the shopping experience by integrating physical and online retail. As Decathlon seeks to expand access to sports, Zepto is emerging as a key player in the quick commerce sector for established brands. By partnering with Decathlon, Zepto underscores its commitment to delivering both quality and convenience. Fitness enthusiasts and sports lovers can now access Decathlon’s products with the speed and reliability Zepto is known for.
e-commerce
Instamart gold dig event at Hussain Sagar goes viral
Hyderabad activation ties to gold price lock offer ahead of Akshaya Tritiya
MUMBAI: All that glitters isn’t just gold, it’s also great marketing. A quirky on-ground activation by Instamart at Hussain Sagar Lake has turned into a viral spectacle, with videos of people digging for gold coins flooding social media feeds this week. The campaign, executed in collaboration with Moms, transformed a patch of the city’s iconic lakefront into what online users quickly dubbed a “mini gold rush”. Armed with spades, participants dug through a mud-filled pit in search of hidden gold coins, an activity that drew crowds, cameras and plenty of commentary online, ranging from amused disbelief to outright fascination.
At the heart of the frenzy was a promotional push for Instamart’s ‘Gold Price Lock’ feature, which allows users to secure prevailing gold rates between April 10 and April 16 and complete their purchase later during Akshaya Tritiya, a period traditionally associated with high gold buying. The mechanic cleverly blended physical participation with digital conversion, turning curiosity into a potential transaction.
Branded as ‘Gold Diggers’, the activation leaned into gamified engagement. Those who struck lucky walked away with coins, those who didn’t were nudged with a simple message: lock the price now, buy later. The result was a steady stream of footfall and a surge in user-generated content, as onlookers and participants alike documented the spectacle.
The timing is significant. India remains one of the world’s largest consumers of gold, with demand peaking around Akshaya Tritiya. Data from the World Gold Council suggests the festival alone accounts for roughly 25–30 tonnes of gold purchases annually, making it a high-stakes window for brands looking to tap into consumer sentiment.
As the ‘Gold Price Lock’ feature remains live until April 16, the campaign has already done its job turning a simple product feature into a citywide moment. Because sometimes, the quickest way to get people talking about gold isn’t to sell it, it’s to make them dig for it.
