Instamart’s private-label food and beverage brand Noice plans to double its base of food entrepreneur partners and expand its product portfolio to more than 500 products as it looks to strengthen its presence across fresh and packaged food categories.
The brand currently works with 75 food entrepreneurs across India, offering products ranging from fresh breads, paneer and batters to regional snacks, sweets, beverages and pantry staples.
At a partner event, Swiggy Group CEO Sriharsha Majety and Instamart CEO Nandita Sinha outlined plans to expand Noice into additional categories, including powdered spices, staples, cereals and dairy alternatives. The move is aimed at creating more opportunities for food entrepreneurs and manufacturing partners to develop and scale products for the quick-commerce platform.
To support this expansion, Noice has introduced a financing programme under which eligible entrepreneurs can access up to ₹5 crore in formal credit. The funds are intended to support product development, capacity expansion and quality improvements.
The financing programme is being delivered through Swiggy Financial Services, operated by Swiggy Neocap Pvt Ltd, in partnership with SIDBI, Axis Bank and InCred Finance. The company said ₹2 crore has already been disbursed within less than a month, with the programme targeting more than 100 entrepreneurs by the end of 2026.
“At Instamart, we’re building a differentiated, high-quality assortment that consumers can trust and brands can grow with. Noice is core to this ambition, giving India’s food entrepreneurs the platform, standards and capital to scale,” said Nandita Sinha, CEO, Instamart.
Launched in 2025 as a private-label clean food brand, Noice has positioned itself around freshness and quality. In just over a year, the brand has reached more than 9 million customers, with products spanning over 46 categories.
According to the company, one in every 10 Instamart baskets now contains a Noice product. Customers buying Noice products also have a 1.5-times higher order frequency and higher retention compared with the platform average.
The expansion comes as quick-commerce platforms increasingly use private labels to widen their food assortment while creating direct opportunities for smaller food manufacturers and entrepreneurs to scale through established distribution networks.