Indian delivery service boosts app installs with Instagram

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Indian hyper-local delivery service Grofer’s used Instagram photo and carousel ads to raise brand awareness and drive installs of its mobile app.

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The challenge

Grofers is a consumer goods hyper-local delivery service available in 17 cities across India. Users can simply order through the app to receive everything from groceries and hand picked fruit and vegetables, to cosmetics, electronics and bakery items from their neighborhood stores.


The solution

Over six weeks, Grofers shared Instagram photo and carousel ads with its target audience. Simple yet effective, the imagery profiled its fresh fruit and vegetable offering and highlighted its commitment to food quality and safety. The thumb stopping imagery and narrative invited users to flick through the selection of photos to learn more about the Grofers offering.

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The results

By using Instagram to raise awareness of the brand among new users, Grofers saw an 8% incremental reach to its core target audience and significant improvements in cost efficiency, with a 50% lower cost-per-install of the app compared to other marketing.

Kshitij Torka, VP of marketing at Grofers, said: "We’re using Instagram advertising to raise
awareness with new users and have seen an 8% incremental reach to our core target audience. In addition, the App's Cost- Per-Install (CPI) is 50% lower compared to other benchmarks."

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