Instamart says one in 10 baskets contains Noice products, announces expansion
“At Instamart, we're building a differentiated, high-quality assortment that consumers can trust and brands can grow with. Noice is key to this ambition, giving India's food entrepreneurs the platform, standards, and capital to scale,” said Instamart CEO Nandita Sinha.
Instamart, the quick commerce platform owned by Swiggy, revealed on Monday that one in every ten baskets contains its private label product, Noice. The company announced an expansion plan, which includes doubling its network of food entrepreneur partners and increasing its product range to more than 500 items. Noice, launched in 2025, currently collaborates with 75 food entrepreneurs across India.
Speaking at the event, Instamart CEO Nandita Sinha emphasized the company's commitment to providing a differentiated, high-quality assortment of products. She highlighted that Noice plays a crucial role in this strategy, granting food entrepreneurs access to Instamart's platform, industry standards, and capital required for scaling.
The move aligns with a broader trend in the quick commerce sector, as new platforms and direct-to-consumer (D2C) brands focusing on clean-label food products make their entry. This expansion comes shortly after Swiggy's shareholders approved measures to transform the company into an Indian-owned and controlled entity (IOCC). In addition, Swiggy's foreign shareholding was capped at 49.5%, enabling it to seek approval from the Reserve Bank of India for its ceiling on foreign ownership.
The new status as an IOCC allows Swiggy to operate Instamart under an inventory model, similar to how Eternal, its rival operating the Blinkit quick commerce platform, functions. In a related development, Instamart launched a financing program offering eligible entrepreneurs associated with Noice up to Rs 5 crore in credit. So far, the company has disbursed Rs 2 crore within a month and aims to support over 100 entrepreneurs by the end of 2026.
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