Online gifting company IGP has unveiled a hyperlocal model that promises to deliver personalised products in just 30 minutes across more than 30 cities, in what could be a turning point for India’s rapidly growing direct-to-consumer gifting market.
The initiative is powered by the deployment of compact personalisation machines in IGP’s network of dark stores, a move designed to cut production times and reduce reliance on centralised warehouses. By embedding production closer to the customer, the company aims to combine speed, scale, and customisation.
According to the company, the new format enables delivery of over 250 types of personalised products – including mugs, cushions, keychains, stationery and home décor items – within half an hour. A wider catalogue of more than 600 products can be fulfilled on the same day.
“The gifting industry has always wrestled with the trade-off between thoughtfulness and speed. We have combined technology, logistics, and creativity to make personalisation as fast as it is meaningful, because emotions shouldn’t have to wait,” said Tarun Joshi, Founder and Chief Executive Officer of IGP.
India’s online gifting segment has witnessed accelerated growth in the last five years, driven by increased internet penetration, a culture of instant gratification, and rising demand for personalised experiences. Industry estimates place the Indian gifting market at over USD 65 billion, with personalised gifting accounting for nearly a fifth of this demand.
By introducing rapid delivery for custom products, IGP is betting on differentiation in a crowded market that includes players like Ferns N Petals and Archies, as well as e-commerce giants Amazon and Flipkart. The company believes the new model could set new benchmarks for customer expectations in time-sensitive occasions such as birthdays, festivals, and anniversaries.
