Instamart Organizes ‘Milky Ways’: Empowering Dairy Cooperatives Through Quick Commerce and Enhancing Customer Convenience
New Delhi : Instamart, one of India’s leading quick commerce platforms, launched the initiative ‘Milky Ways – Legendairy Brands of India’. This initiative highlights Instamart’s strong relationships with Indian Dairy Cooperatives and reaffirms its commitment to work closely with them in the future. The event was inaugurated in New Delhi by Union Minister of Food Processing Industries, Chirag Paswan. On this occasion, Instamart signed an MoU with the Ministry of Cooperation, in the presence of key Dairy Cooperatives such as the National Dairy Development Board (NDDB), Amul, Mother Dairy, and Milma.
Union Minister Chirag Paswan : “India stands on the brink of a new era—where rural prosperity, youth-led innovation, and global leadership progress together. Through quick commerce and digital innovation, we are building a strong bridge between farmers, cooperatives, and modern consumers—ensuring India’s produce travels faster and with pride across the nation and the globe.”
Swiggy Co-Founder and Group CEO Shriharsha Majety said during the launch:w2s“Milk and dairy are among the top-selling categories on Instamart. One in every three orders includes milk or a dairy product. Our association with dairy cooperatives is already strong, and today, by joining hands with leaders from NDDB, Amul, Mother Dairy, and Milma, we take pride in further strengthening that bond.”
Secretary of the Ministry of Cooperation, Dr. Ashish Bhutani, stated: “This partnership aligns with the Government of India’s ‘Sahakar Se Samriddhi’ mission. It’s encouraging to see that quick commerce platforms are creating new opportunities for dairy cooperatives.”
With India’s fast-paced lifestyle and growing demand for convenience, quick commerce is becoming increasingly popular. The quick commerce sector in India is growing at a 24% CAGR and is projected to reach USD 35 billion by 2030. Reports suggest that over 30% of daily quick commerce orders contain milk or other dairy products. Milk pouches and dairy products from Amul, Mother Dairy, and several regional cooperatives are highly popular on quick commerce platforms.
Mother Dairy MD Manish Bandlish said: “Quick commerce platforms have significantly expanded the reach of our products, often delivering even to areas where shops or markets are not easily accessible.”
NDDB Chairman and Managing Director Dr. Meenesh Shah added: “Quick commerce and digital platforms are helping small dairy cooperatives reach a much wider audience. Dairy farmers also report higher incomes and frequently ask when these services will expand to smaller towns.”
Instamart currently operates in around 110 Indian cities and continues to grow rapidly.
Instamart CEO Amitesh Kumar Jha commented:“When local shops run out of milk or are closed, demand for milk pouches and dairy products on Instamart increases—especially after 11 a.m. or post 8 p.m.” Quick commerce has also led to a surge in the sales of other dairy categories like yogurt, ice creams, protein shakes, chocolates, cheese, lassi, and flavored milk.
Amul MD and CEO Jayen Mehta said:“Amul has always relied on its distribution strength, but partnering with digital platforms like Instamart enables us to bring our innovations directly and swiftly to consumers.”
Milma Chairman K S Mani remarked: “Through our collaboration with quick commerce platforms, MILMA has successfully expanded its product range and better served time-sensitive consumers.”
Last year, the Government of India launched White Revolution 2.0 to transform the dairy sector. This includes empowering women farmers, increasing local milk production, strengthening dairy infrastructure, and promoting dairy exports.