The video doing rounds on social media shows a Pune-based woman placing an order for a microwave late at night when she realised she needed to reheat her food. Within minutes, the appliance was delivered to her doorstep, demonstrating the expanding capabilities of instant delivery services. The clip further shows her unboxing the microwave and using it immediately, emphasising the sheer speed and convenience of the service.
The video was shared by Sarah Kulsum from Pune, the text overlay of which reads, "Instamart is dangerous for people with adult money. I ordered a microwave at 12 at night because I wanted to heat my food."
Why it went viral?
The uniqueness of the situation, ordering a household appliance at midnight, struck a chord with social media users. While groceries and essentials are commonly delivered quickly, the idea of receiving a microwave within minutes felt unusual and even surreal to many.
The videoâs caption humorously suggested that such convenience can be âdangerousâ for people with disposable income, adding to its relatability and shareability.
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Internet reactions
Netizens flooded the comment section with mixed reactions ranging from amusement to disbelief. One popular comment described the act as something that âfeels illegal,â reflecting how unconventional the purchase seemed. Others joked about similar impulsive buying habits, while some praised the decision as a healthier alternative to ordering late-night fast food. The overall tone remained light-hearted, with many acknowledging how tempting such convenience can be.
Instamart also took a humourous approach to the incident and replied, "Bade bade shehron mein aise choti choti purchases hote rehte hai, senorita."
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One user sarcastically lauded the move and said, "Instead ordering food in swiggy or zomato or any outside food, you decided to heat food at home. Healthy habit."
"Buying a microwave on Instamart feels illegal. Like⊠where is the family summit? The 3-day consultation? The uncles presenting alternative models nobody asked for? The aunties questioning our life choices? Weâre supposed to debate, compare, overanalyse, reject, reconsider, and then still not buy it for another two weeks..." said another.
Many others flooded the comments section with their own accounts of impulsive buys. "Us boy us, I ordered my Computer Screen; Kindle; Alexa on Blinkit," said one.
What this says about quick commerce?
The incident underscores the rapid evolution of platforms like Swiggy, which now offer more than just food and groceries. Quick-commerce services are increasingly enabling instant access to electronics and appliances, encouraging spontaneous consumer behavior. This shift is gradually redefining shopping patterns, where decisions that once required planning can now be executed in minutes.
The viral microwave delivery story is more than just a humorous anecdote, it reflects a broader change in urban lifestyles driven by technology and convenience. As quick-commerce platforms continue to expand their offerings, such instances may soon become the norm rather than the exception.
