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Ahead of Akshaya Tritiya this year, Swiggy Instamart had announced that they would be delivering gold along with their regular fares of grocery and other essentials. The company's move to offer doorstep gold deliveries, complete with high-security measures has set social media abuzz.

A series of viral videos doing the rounds online has captured the internet's imagination. In one now-widely shared clip, a Swiggy delivery executive can be seen moving through traffic with a security guard riding pillion. The guard is seen holding a stout stick in one hand and cradling a high-security locker in the other. The video left viewers both amused and intrigued.

One Instagram user summed up the collective confusion with a simple question: “What is happening?” Swiggy’s tongue-in-cheek reply? “Real gold delivery karne ke liye real security chahiye bro (Real security for real gold)."

As the campaign picked up steam online, Swiggy Instamart leaned into the buzz, reposting the viral videos on its Instagram Stories. Another user chimed in, “Gold? Really?” to which the brand quipped, “Delivering sona in every kona kona” — a cheeky nod to their pan-India reach.

In a statement, Swiggy Instamart had announced that they would be delivering gold and silver coins of various weights from Kalyan Jewellers to customers in minutes. The coins available through the quick commerce service include 0.5 gram and 1 gram gold coins, as well as 5 gram, 10 gram, and 20 gram silver coins. The coins are hallmarked, certified, and come with decorative motifs.

“We’re excited to welcome Kalyan Jewellers to our platform ahead of Akshaya Tritiya. With more customers embracing the convenience of quick commerce for festive and traditional purchases, this partnership is both timely and relevant. Our goal is to ensure that customers can access trusted, certified products like gold and silver coins with the same ease as they would groceries or other household purchases,” The Hindu quoted Instamart CEO Amitesh Jha as saying.

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