Instamart signs MoU with Ministry of Cooperation to strengthen quick commerce linkages for dairy sector
New Delhi: Instamart, the
quick commerce
arm of Swiggy, signed a Memorandum of Understanding (MoU) with the
Ministry of Cooperation
to boost market access for India's
dairy cooperatives
on Friday.
The MoU was part of Instamart's 'Milky Ways: Legen-dairy Brands of India' initiative, launched in New Delhi, which spotlighted discussions around White Revolution 2.0, dairy cooperative growth, and the evolving retail landscape.
'Milk and dairy are one of the highest selling categories on Instamart. More than one-third of our orders have a milk or dairy component," said Shriharsha Majety, Co-Founder and Group CEO, Swiggy. "We are privileged to strengthen our ties with India's leading dairy cooperatives.'
Highlighting the government's vision, Dr Ashish Bhutani, Secretary, Ministry of Cooperation, said, 'This collaboration is in sync with the Government of India's mission of 'Sahakar Se Samriddhi'. Quick commerce platforms are opening new avenues for dairy cooperatives.'
India's quick commerce market is expanding at a CAGR of 24% and is projected to reach $35 billion by 2030. Dairy products — including milk pouches, curd, paneer, and butter — account for over 30% of daily orders in the quick commerce space, industry data shows.
Milk and dairy brands such as Amul, Mother Dairy, and regional cooperatives have seen increased consumer access through quick commerce platforms. 'These channels have significantly increased our product reach, especially in areas where shops or markets may not be easily accessible,' said Manish Bandlish, Managing Director, Mother Dairy.
According to Dr Meenesh Shah, Chairman and Managing Director, NDDB, quick commerce accounts for 4–5% of total sales of milk cooperatives, a figure expected to rise with urban expansion. 'Platforms like Instamart are helping smaller cooperatives reach wider audiences and enhancing farmer livelihoods," he noted.
Instamart currently operates in around 110 cities, with demand patterns reflecting a strong reliance during non-peak retail hours. 'We often see spikes in demand for milk and dairy products post 11 am and after 8 pm, when neighbourhood stores run low on stocks,' said Amitesh Kumar Jha, CEO, Instamart.
Beyond milk, sales of dairy cooperatives' value-added products like yogurts, ice creams, flavoured milk, and chocolates have risen sharply through quick commerce. 'Amul benefits from hyperlocal delivery and wider reach through partnerships like these,' said Jayen Mehta, MD and CEO, Amul.
K S Mani, Chairman of Milma, added, 'MILMA's adaptation to quick commerce has helped us cater to time-pressed consumers and extend our reach in urban markets.'
The government's White Revolution 2.0 initiative, launched last year, focuses on empowering women farmers, enhancing milk production, strengthening dairy infrastructure, and boosting exports — areas where digital innovation and quick commerce are seen as critical enablers.
'By leveraging quick commerce and digital platforms, we are building a stronger bridge between farmers, cooperatives, and modern consumers,' said
Shri Chirag Paswan
, highlighting the role of the sector in driving rural prosperity and innovation.
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