e-commerce
Instamart brings MINISO to quick commerce with 90-plus products
Lifestyle range spanning toys, accessories and stationery launches across key metros from August 21
MUMBAI: MINISO is taking the quick route to the shopping cart. Instamart has brought the global lifestyle retailer to quick commerce for the first time, adding more than 90 products across bags and accessories, kitchen and dining, stationery, art and hobbies, and toys.
The launch expands Instamart’s non-grocery offering as quick-commerce platforms increasingly move beyond milk, snacks and household essentials to capture more of the everyday shopping basket.
The MINISO range includes practical products such as backpacks, water bottles, tiffin boxes and stationery, alongside merchandise built around popular entertainment characters and franchises. The catalogue features Harry Potter, Hello Kitty, My Melody, Kuromi, BT21 and Disney’s Stitch, with products spanning bags, notebooks, mugs, plush toys and other lifestyle accessories.
For MINISO, the quick-commerce tie-up adds speed to a category traditionally associated with browsing and planned shopping. For Instamart, it adds another lifestyle brand to an assortment that is expanding into areas such as electronics, toys, beauty, gifting and general merchandise.
Gautam Swaroop, Chief Business Officer, Instamart, said the platform is continuing to broaden its assortment as consumers increasingly use quick commerce for lifestyle and gifting needs.
Charmaine Chan, Vice General Manager, MINISO India, said the partnership with Instamart and distribution partner Opptra would bring MINISO’s lifestyle products, IP collaborations and collectible toys closer to consumers with greater speed and convenience.
MINISO will be available across key metros from August 21, 2026, with the catalogue and city footprint expected to expand over the coming months.
Opptra, MINISO’s digital-commerce distribution partner in India, is supplying the catalogue and facilitating the brand’s launch and fulfilment on Instamart.
The move underlines a broader shift in quick commerce, the race is no longer only about delivering daily essentials faster, but about convincing consumers that if they want something now — from a plush toy to a water bottle, the app in their pocket can be the shop too.
