Instamart says one in 10 baskets contains Noice products, announces expansion

As one in 10 Instamart baskets now contains its private brand Noice’s products, the platform announced a new growth phase on Monday. It plans to double its base of food entrepreneur partners and expand its product assortment to more than 500 items.

Launched in 2025, Noice currently works with 75 food entrepreneurs across India.

“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.


ET reported on July 14 that Swiggy's Instamart is broadening the product range of Nectr, its direct-to-consumer (D2C) brand for locally sourced fresh fruits and vegetables, and Noice, its D2C brand featuring items like clean-label snacks, desserts, groceries, and beverages.

The push for premium grocery on quick commerce comes at a time when new platforms and D2C brands focussed on clean food are entering the sector.

This development follows a few weeks after Swiggy’s shareholders approved proposals that will enable it to become an Indian-owned and controlled company (IOCC). Swiggy’s shareholders also approved a proposal to cap foreign shareholding in the company at 49.5%. The company can now approach the Reserve Bank of India to seek approval for a ceiling on its foreign ownership.

The IOCC status will enable Swiggy to operate Instamart, its quick commerce business, per an inventory model. Swiggy’s rival Eternal, which operates the quick commerce platform Blinkit, is an IOCC and runs the 10-minute delivery business on such a model.

Swiggy also launched a financing programme offering eligible entrepreneurs that have partnered with Noice up to Rs 5 crore in credit. It has disbursed Rs 2 crore in under a month and aims to support over 100 entrepreneurs by the end of 2026.