Swiggy expands Noice beyond staples, testing limits of private labels in quick commerce

Subscribe to enjoy similar stories. BENGALURU : Swiggy’s private-label brand, Noice, which debuted on its quick-commerce platform Instamart, has expanded rapidly by adding contract manufacturers across various categories, including bakery, snacks, confectionery, dairy, eggs, and other perishable foods.

The push has expanded Noice’s range and supplier base since August last year. Two people aware of the company’s operations said Noice has grown from about 200 stock-keeping units (SKUs) to about 350 now, and from about 40 contract manufacturers to close to 70 over the same period, as Swiggy adds products across new categories.

What began as a small-batch, premium range—centred on Indian snacks, sweets, cookies and baked items sourced from small kitchens and manufacturers—has widened sharply in recent months as Noice adds more categories and partners, said the second person aware of Instamart’s operations. “Recent additions include beverages, ready-to-cook items, and dairy and fresh items like eggs, dosa batter and paneer," the person said.

Industry executives and analysts tracking quick commerce said most platforms already sell private labels—such as Tata Digital-owned BigBasket’s BB Royal and Fresho, Zomato-owned Blinkit’s Whole Farm, and Zepto’s Daily Good and Relish—but Noice’s pace of expansion suggests Swiggy is building it as a standalone brand, not merely a cheaper, in-house label. Swiggy has also been adding senior talent around the effort.

Royan Mody, the former director for private labels at Flipkart, is leading Noice at Swiggy Instamart. Swiggy has also hired Mayur Hola, who previously led global brand roles at OYO, as vice-president, brand, in a mandate spanning Swiggy’s businesses, including Instamart.