In today’s highly competitive quick commerce landscape, brands are constantly looking for effective ways to increase product trials, acquire new customers, and improve visibility. While traditional sampling campaigns can drive awareness, they often struggle to deliver measurable business outcomes.
This is where Instamart’s Rs.9, Rs.29, and Rs.99 Stores are changing the game. By combining affordable product discovery with high-intent shopper engagement, RsX Stores help brands transform sampling into a scalable growth engine for customer acquisition, market share expansion, and sales growth.
What Are RsX Stores?
RsX Stores are a specialized product discovery and sampling proposition on Instamart that allows brands to offer select SKUs at compelling price points, making it easier for customers to discover and try new products. Beyond driving trials, the model is designed to help brands achieve sustainable growth through increased orders, improved category penetration, and higher brand visibility.
Why Leading Brands Are Investing in RsX Stores
1. Drive Exponential Order Growth
Brands featured in RsX Stores have recorded 2x to 6x order growth, with some SKUs achieving as much as 520% order growth within five months. This makes the proposition one of the most impactful product trial and sales acceleration programs available in quick commerce today.
For brands launching new products or scaling hero SKUs, the increased discoverability directly translates into higher order volumes and stronger category presence.
2. Acquire High-Value New Customers
One of the biggest challenges for FMCG, food, beverage, and personal care brands is acquiring customers who have never purchased the brand before.
RsX Stores help solve this challenge by driving up to 92% new-to-brand customer contribution, turning product trials into genuine customer acquisition. Instead of discounting to existing users, brands gain access to entirely new shopper cohorts. [Brand Pitc…Rs X Store | PowerPoint]
This makes RsX Stores particularly attractive for:
- New product launches
- Emerging brands
- Premium products seeking wider adoption
- Category expansion strategies
3. Increase Market Share Within Key Categories
The impact of RsX Stores goes beyond incremental sales.
Featured SKUs have delivered 12-19 percentage point market share gains, allowing brands to outperform competitors and strengthen their position within high-growth categories.
For category leaders, this reinforces leadership. For challenger brands, it provides a fast-track route to category relevance.
4. Generate Massive Brand Visibility
Sampling often creates awareness only for the featured product.
RsX Stores create a much larger brand halo effect, driving significant growth in overall platform visibility. Brands have reported up to 10x+ growth in impressions, helping shoppers discover products beyond the featured SKU.
For marketers focused on:
- Brand awareness
- Share of voice
- Digital shelf visibility
- Quick commerce discoverability
This visibility benefit can be as valuable as the sales uplift itself.
Proven Success Across Categories
The impact of the program can be seen across food, beverages, dairy, and frozen categories.
Tata Sampann High in Fiber Poha
A category-leading brand used the RsX Store proposition to further strengthen its position and achieved:
- 77% order growth
- 39% new-to-brand shoppers
- 13 percentage point market share gain
- 321% increase in brand impressions
Nescafe Cafe Style Cold Coffee, Iced Frappe
The brand experienced:
- 463% order growth
- 85% new-to-brand customers
- 16 percentage point market share gain
- 1,067% growth in platform impressions
Epigamia Greek Yogurt – Natural
Results included:
- 174% order growth
- 50% new customer contribution
- 12 percentage point market share gain
- 573% increase in brand visibility
Hocco Hazelnut Mudslide Cone
One of the strongest examples of rapid scale:
- 520% order growth
- 92% new-to-brand customers
- 19 percentage point market share gain
- 785% growth in impressions
Who qualifies, and what it unlocks for your brand
Unlike traditional sampling programs where per-unit costs remain fixed, RsX Stores become increasingly efficient as volume grows.
Eligibility to enter:
- Minimum 20% BDPO of regular SP required to enter the RsX store
- Existing brand-funded discount % (at P-type level) is retained as-is
- Applies to new-entrant SKUs, effective immediately
- Apply via the Entry Requests sheet; approved jointly by Bizfin & Growth
This creates a compelling ROI framework for brands looking to drive large-scale shopper acquisition while maintaining cost efficiency.
Which Brands Should Consider RsX Stores?
The proposition is particularly effective for:
- New product launches
- Innovation-led SKUs
- Customer acquisition campaigns
- Market share growth initiatives
- Seasonal demand creation
- Brands looking to improve visibility on quick commerce platforms
- Emerging brands seeking rapid scale
For marketer teams focused on performance marketing, shopper marketing, brand growth, quick commerce, and category expansion, RsX Stores present an opportunity to achieve multiple objectives through a single activation.
The fee structure for RsX Store
One-time enrolment per SKU + a per-unit fee that steps down at higher volumes — no hidden costs
| Tier | Monthly sell units | Enrolment fee |
| T1 | Up to 10K units | Rs. 2 lakh + Rs. 7 / unit |
| T2 | Up to 50K units | Rs. 2 lakh (first 10K) + Rs. 6 / unit |
| T3 | Up to 100K units | Rs. 2 lakh (first 10K) + Rs. 5 / unit |
| T4 | >100K units | Rs. 2 lakh (first 10K) + Rs. 4 / unit |
For example: sell 51,000 units in a month → Rs.2 lakh enrolment + Rs.5/unit = Rs.4.55 lakh total — just Rs.8.9 net per unit
| Monthly units | Flat fee (Rs.) | Variable/unit (Rs.) | Total cost (Rs.) | Net fee/unit (Rs.) |
| 9,900 | 2,00,000 | 7 | 2,69,300 | 27.2 |
| 11,000 | 2,00,000 | 6 | 2,66,000 | 24.2 |
| 49,000 | 2,00,000 | 6 | 4,94,000 | 10.1 |
| 51,000 | 2,00,000 | 5 | 4,55,000 | 8.9 |
| 99,000 | 2,00,000 | 5 | 6,95,000 | 7.0 |
| 101,000 | 2,00,000 | 4 | 6,04,000 | 6.0 |
| 200,000 | 2,00,000 | 4 | 10,00,000 | 5.0 |
The Bottom Line
Product sampling is no longer just about generating trials.
With Instamart’s RsX Stores, brands can drive measurable business outcomes including customer acquisition, order growth, market share gains, and brand visibility at scale. The results across leading and emerging brands demonstrate that a small shopper offer can create a disproportionate business impact.
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