Instamart announced a major expansion of its private label Noice, now featured in one out of every ten baskets on its platform, signaling a strong push into premium quick-commerce groceries with a growing focus on food entrepreneurs across India.
- Noice products present in 10% of Instamart orders
- Plan to double food entrepreneur partners to 150
- Financing program offers up to Rs 5 crore credit
What happened
Instamart revealed that Noice, its private brand launched in 2025, now appears in one out of every ten Instamart baskets. The brand currently partners with around 75 food entrepreneurs to supply over 250 unique items spanning clean-label snacks, desserts, groceries, and beverages. Building on this momentum, Instamart plans to expand Noice’s product assortment beyond 500 items and double its base of food entrepreneur partners by the end of 2026.
In addition to expanding its portfolio, Instamart introduced a financing program targeting its Noice partners, offering credit up to Rs 5 crore. Within a month of launch, Rs 2 crore has already been disbursed. This initiative aims to provide capital to local food brands, helping them scale production and distribution across India.
Why it matters
The growth of Noice reflects Instamart’s strategic focus on building a differentiated, reliable selection of premium and clean-label grocery products that consumers can trust. This move gives Indian food entrepreneurs a scalable platform combined with quality standards and access to capital, boosting local brand ecosystems in quick commerce.
The announcement comes amid broader regulatory shifts, with Swiggy gaining status as an Indian-owned and controlled company (IOCC), enabling Instamart to operate under an inventory model required for quick commerce expansion. This positions Instamart to compete more effectively with rivals like Blinkit, which already operate on similar models.
What to watch next
Monitor how quickly Instamart can onboard additional food entrepreneur partners and expand Noice’s product range beyond the 500-item target. The uptake of the credit facility will also indicate how well the financing program supports small and medium food businesses scaling on the platform.