The rapid rise of private labels is reshaping the instant food delivery landscape, following their successful integration into online retail and quick commerce. Platforms like Zepto Café, Blinkit’s Bistro, and Swiggy’s Snacc are leading the way, utilizing private labels to improve margins, ensure consistent quality, and offer exclusive products.
Private labels have already demonstrated their potential in online grocery. Zepto’s meat brand, Relish, aims for ₹1,000 crore in revenue by 2026, while its Daily Good brand focuses on kitchen staples. Tata-owned BigBasket has expanded its Fresho and BB Royal private labels, and Swiggy’s Instamart has introduced Supreme Harvest and Truly Good Food to bolster its competitive edge.
Zepto Café, launched in December 2024, exemplifies this trend’s success in instant food delivery. Within a month, it achieved a 60% growth in daily orders, rising from 30,000 to over 50,000. Experts attribute this to its ability to analyze consumer data, identify market gaps, and offer tailored products.
While promising, the rise of private labels in instant food delivery has drawn criticism from the National Restaurant Association of India (NRAI), which contends that these offerings divert customers from traditional restaurants. Platforms like Swiggy and Zomato, heavily reliant on restaurant partnerships, may face challenges integrating private labels without alienating their partners.
Additionally, some experts question the sustainability of generic branded snacks in the 10-minute delivery model, noting potential consumer resistance to paying premium prices for reheated food and the limited variety such a format offers.
Despite challenges, the future of private labels in instant food delivery remains optimistic. Analysts predict India’s private label food and beverage market will grow from $12.5 billion in 2024 to $18 billion by 2030, driven by evolving consumer preferences and platforms’ increasing focus on exclusive offerings.
As private labels gain momentum, they are set to redefine instant food delivery, offering platforms a competitive edge while transforming consumer choices in this fast-evolving sector.