Instamart has partnered with German brand SPYRA to launch its precision-engineered water blasters in India ahead of Holi 2026. The collaboration marks SPYRA’s debut in the country, adding a premium, experience-led category to Instamart’s festive and summer assortment. Operations will be managed with Mumbai-based Bella Lifestyle.
Instamart has announced a partnership with German water blaster brand SPYRA, introducing its products to India for the first time ahead of Holi 2026. The launch signals a new category in Instamart’s festive and summer assortment, combining the quick commerce platform’s expansive reach with SPYRA’s reputation for innovation and high-performance outdoor play.
Engineered in Germany, SPYRA water blasters are known for their precision-shot technology and rapid reload features, designed to elevate the experience of water play. Their arrival in India coincides with Holi, a festival synonymous with colour, water, and outdoor celebration, making the timing both strategic and culturally resonant.
Manender Kaushik, Head – Instamart, Alternate Business, highlighted the growing role of quick commerce in festive shopping. “Over the past five years, we’ve seen a sharp rise in customers turning to quick commerce for both planned and last-minute Holi purchases. That has led us to build one of the widest festive assortments, from flower-based colours and water balloons to premium, experience-led products. This year, we’re taking it a step further by bringing global cult brand SPYRA to India. With SPYRA’s debut, we’re helping kids and adults alike make a splash by delivering the most exciting products of the season straight to their doorstep.”
The partnership reflects a broader trend in India’s consumer landscape, where festivals are increasingly seen as opportunities for premium, experiential purchases. Holi, traditionally celebrated with colours and water, has evolved into a platform for creative innovation, with brands introducing products that blend tradition with modern design and technology. SPYRA’s entry taps into this shift, positioning itself as a high-quality, aspirational product that enhances the festive mood while appealing to both children and adults.
Sebastian Walter, Founder & CEO of SPYRA, emphasised the brand’s alignment with India’s culture of celebration. “India’s love for celebration and outdoor play makes it a natural home for SPYRA. With SPYRA, we are introducing an accessible yet high-performance product that reflects our core values of innovation and quality. Our partnership with Instamart is built as a strong, premium brand in India.”
SPYRA’s India operations will be managed in collaboration with Bella Lifestyle, a Mumbai-based fashion-tech startup led by founder Suchi Sharma. The partnership underscores the importance of local expertise in building global brands within India’s diverse and dynamic market. Bella Lifestyle’s involvement is expected to help SPYRA navigate consumer preferences, distribution channels, and brand positioning in a country where festivals and seasonal events drive significant demand.
For Instamart, the collaboration is part of a larger strategy to expand its festive and summer offerings. Quick commerce has become a vital channel for consumers seeking convenience, especially during festivals when last-minute purchases are common. By introducing SPYRA, Instamart is not only diversifying its assortment but also reinforcing its role as a platform that delivers both essentials and premium experiences.
The timing of the launch is particularly significant. Holi, celebrated across India with vibrant colours and water play, is a festival that brings communities together in joyous outdoor activity. SPYRA’s water blasters, with their advanced engineering and playful design, are positioned to enhance this experience, offering a product that is both fun and technologically sophisticated. The brand’s emphasis on precision and performance resonates with a growing segment of consumers who value quality and innovation in festive products.
Moreover, the partnership reflects the increasing globalisation of India’s festive market. International brands are recognising the potential of Indian festivals as platforms for product launches, leveraging the cultural significance and scale of these occasions to build brand presence. SPYRA’s debut in India through Instamart exemplifies this trend, combining global innovation with local celebration.
The collaboration also highlights the evolving nature of Holi itself. While traditional elements such as gulal and water balloons remain central, the festival has increasingly embraced new forms of expression, from eco-friendly colours to premium accessories. SPYRA’s water blasters fit into this narrative, offering a modern twist on a timeless tradition.
As Instamart continues to expand its festive assortment, the introduction of SPYRA underscores its commitment to delivering products that cater to diverse consumer needs. From essentials to premium experiences, the platform is positioning itself as a one-stop destination for festive shopping, reflecting the changing dynamics of consumer behaviour in India.
For SPYRA, India represents a significant opportunity to build a brand presence in a market defined by its love for celebration and outdoor play. With Bella Lifestyle managing operations, the brand is expected to adapt to local preferences while maintaining its global standards of innovation and quality.
The partnership between Instamart and SPYRA is more than a product launch; it is a reflection of how festivals in India are evolving into platforms for global brands to connect with consumers. By combining convenience, innovation, and cultural resonance, the collaboration sets the stage for a festive season where tradition meets technology, and celebration is elevated by premium experiences.
As Holi 2026 approaches, Instamart’s introduction of SPYRA water blasters promises to add a new dimension to the festival, blending the joy of outdoor play with the excitement of cutting-edge design. For consumers, it is an opportunity to embrace a product that embodies both fun and innovation, delivered with the ease and speed of quick commerce.
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