Swiggy Transitions to Instamart, Drops Parent Brand Name in Strategic Rebrand

New Delhi: In a bold strategic move, Swiggy has rebranded its quick commerce vertical as Instamart, removing the parent company's name to position it as a standalone brand. The decision highlights the increasing prominence of quick commerce, which has outpaced food delivery growth in recent quarters.

As part of the rebrand, Instamart has adopted a new visual identity, featuring a vibrant blue color symbolizing speed, trust, and reliability. While the familiar Swiggy "S-pin" logo remains a part of the new branding—serving as a subtle connection to its origins—Instamart is now being promoted independently.

This transformation follows the earlier launch of a dedicated Instamart app, in addition to its continued availability within the main Swiggy platform. The standalone presence aims to strengthen brand recognition and user loyalty in the rapidly evolving quick commerce space.

Currently, Instamart operates in over 120 cities, offering a selection of more than 35,000 products and serving millions of users monthly. The rebranding effort is expected to roll out gradually across the app interface, packaging, delivery gear, and marketing assets.

Swiggy’s move comes amid a broader shift in the food tech landscape. Competitor Zomato recently underwent its own rebrand, adopting the name Eternal, with a renewed focus on its quick commerce subsidiary, Blinkit. While food delivery remains a core revenue stream for both companies, growth in the segment has decelerated to under 20% in recent quarters, pushing platforms to prioritize faster delivery models.

To meet this demand, Swiggy has invested heavily in infrastructure. Unlike Blinkit’s strategy of scaling via numerous small dark stores, Instamart has begun launching megapods—larger warehouses that enable broader product offerings and higher operational efficiency. Additionally, it introduced a feature called Maxxsaver, which incentivizes bulk purchases with attractive discounts, encouraging higher average order values.

With quick commerce poised to overtake food delivery in scale and market penetration, Swiggy’s brand shift signals its intent to lead in this high-speed, high-stakes sector.