Quick commerce platform Instamart has removed the Swiggy name from its branding to establish a standalone identity. This change aims to position Instamart as an independent brand separate from its parent company.
Move Follows Industry Trends
The rebranding comes shortly after rival Zomato renamed itself Eternal on stock exchanges, signaling the growing importance of quick commerce beyond traditional food delivery services for these companies.
Focus on Growth Beyond Food Delivery
Swiggy Group CEO Sriharsha Majety has emphasized that Instamart is expected to outgrow the food delivery business in terms of scale and reach, underscoring the strategic importance of quick commerce.
New Standalone App and Branding
Though Instamart remains integrated within the main Swiggy app, it also launched a standalone app earlier this year. The refreshed logo features the Swiggy ‘S-Pin’ icon subtly, paying homage to its origins while signaling its evolution.
Expanding Reach and User Base
Instamart’s services now extend beyond groceries, tier 1 cities, and typical food delivery users. It has developed its own loyal customer base and plays an essential role in daily convenience for many users.
Brand Statement and Vision
According to Mayur Hola, Head of Brand at Swiggy, the rebrand reflects Instamart’s growth into a separate, innovative brand focused on speed, variety, and everyday convenience, while maintaining the trust associated with Swiggy.
Rollout of New Identity
The updated branding will gradually appear across the Instamart app, packaging, delivery bags, communication, and marketing campaigns in the coming weeks.
