Swiggy Rebrands Quick Commerce Arm as Instamart

Food delivery platform Swiggy has officially rebranded its quick commerce division as Instamart, dropping the Swiggy name to establish a unique identity for the fast-growing platform. This strategic shift comes as quick commerce continues to outpace traditional food delivery in terms of growth.

“Instamart’s promise has grown beyond grocery categories, tier-1 cities and food delivery users,” said Mayur Hola, Head of Brand at Swiggy.

Independent App and Fresh Look

Earlier this year, Swiggy launched a dedicated Instamart app, while also continuing to offer Instamart services through the main Swiggy app.

As part of the rebranding, Instamart revealed a new logo that retains the signature Swiggy “S-Pin” icon as a “subtle tribute to the brand’s origins.”

Industry-Wide Trend

This move follows a similar shift by rival Zomato, which rebranded itself as Eternal as quick commerce emerged as a core growth driver.

While food delivery remains the primary revenue generator for both Swiggy and Eternal, growth in the segment has slowed to under 20% in recent quarters. In contrast, quick commerce has rapidly gained traction, with customers favouring faster alternatives for everyday needs.

Both companies expect their quick commerce divisions to eventually overtake food delivery in scale and reach.

Dark Store Expansion and Differentiated Strategy

To meet rising demand, both Swiggy and Eternal have been aggressively expanding their network of dark stores—small, localised warehouses—to improve delivery reach. This growth push, however, has come at the cost of profitability.

Instamart, in particular, has taken a slightly different route. It has introduced larger dark stores, known as megapods, to offer a broader product assortment and reduce reliance on smaller hubs.

Additionally, it has rolled out Maxxsaver, a discount programme for bulk orders aimed at increasing average order value.

Corporate Rewards and Growth Outlook

Swiggy has also launched a Corporate Rewards Program across 7,000 companies nationwide. This allows employees to unlock special offers by verifying their work email addresses on the main app. The company aims to expand this to over 15,000 organisations by the end of 2045.

The new Instamart branding will be rolled out across its app, packaging, delivery bags, advertising, and marketing campaigns in the coming weeks.

Swiggy Share Price Performance

On May 29, 2025, Swiggy share price opened at ₹321.30, up from the previous close of ₹320.20. By the end of the trading day, the stock was trading at ₹328.50 on the NSE. The company’s 52-week high of ₹83.30 was recorded on December 23, 2024, while the 52-week low of ₹297.00 occurred on May 13, 2025.

Conclusion

As quick commerce becomes an increasingly dominant force, Swiggy’s decision to rebrand Instamart signals its long-term commitment to this space. With differentiated strategies like megapods and new corporate partnerships, Swiggy is positioning Instamart not just as a delivery service but as a standalone brand built for scale and speed.

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