Instamart Separates from Swiggy, Moves to Build Independent Brand Identity

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Quick-commerce platform Instamart has taken a significant step towards establishing itself as a standalone brand by dropping the Swiggy name from its identity. This move aligns with a broader trend in the quick-commerce space, coming just days after rival Zomato, which owns Blinkit, rebranded itself as Eternal on the stock exchanges.

Instamart, initially launched as part of the Swiggy ecosystem, has been integrated within the main Swiggy app while also operating a standalone app since earlier this year. Swiggy Group CEO Sriharsha Majety has previously expressed high expectations for Instamart, anticipating that it will outgrow food delivery in both scale and market penetration.

In a statement, Swiggy highlighted that the rebranding reflects Instamart’s evolution into a brand with its own distinct identity, voice, and loyal user base, moving beyond its original association with Swiggy. Although the Swiggy name is being phased out, the new logo still features the Swiggy ‘S-Pin’ icon as a subtle nod to its roots.

“Instamart’s promise has expanded beyond groceries, tier 1 cities, and just food delivery users. It has become an essential, everyday service with its own loyal customers,” said Mayur Hola, Head of Brand at Swiggy. “This rebrand is not merely visual; it is a statement that Instamart has grown beyond its origins while continuing to enjoy the trust Swiggy has built.”

The fresh branding, including the new logo, will gradually appear across the app, packaging, delivery bags, communications, and marketing campaigns in the coming weeks, marking a new chapter in Instamart’s growth journey as it continues to innovate in speed, selection, and daily convenience.

This strategic shift underscores the increasing importance of quick commerce as a distinct business vertical within the rapidly evolving food and grocery delivery market in India.

Sources By Agencies