Instamart bets on exclusive packs and challenger brands to stand apart in quick commerce

Swiggy Instamart is expanding its Switch to Better programme, steering shoppers to 400-plus alternative partner brands and platform-specific packs. Eligible products contributed more than 15% of sales in applicable categories in the June quarter of FY27, as the platform seeks differentiation from Blinkit and Zepto.

— Source publishedFri, 28 Aug, 2026, 06:00 IST·First seen Fri, 28 Aug, 2026, 06:05 IST·Source Mint

What happened

Swiggy Instamart is pursuing exclusive pack sizes and challenger-brand products under Switch to Better to differentiate against Blinkit and Zepto. The platform

Key facts

  • Instamart is steering shoppers to more than 400 alternative partner brands
  • 2025 quick-commerce market share: Blinkit 47%, Zepto 24%, Instamart 22%
  • Quick commerce contributes 85% of The Baker’s Dozen revenue
  • Zoff Switch-tagged product sales roughly doubled over two months
  • Beco laundry-liquid sales on Instamart grew 9-13% month-on-month versus 6-8% category growth
  • Quick commerce accounts for 20% of Beco revenue
  • Switch to Better products contributed over 15% of sales in applicable categories in June quarter FY27
  • Instamart net average order value was ₹691 in June quarter, versus ₹612 a year earlier
  • Quick commerce accounts for 4% of Parle Products revenue
  • Parle’s quick-commerce pack prices are about ₹30-80
  • Swiggy shares closed 0.7% lower at ₹284.55

Why this matters

Brands with distinctive products, flexible pack formats and appetite for platform-specific launches are becoming high-value partnership targets for Instamart’s differentiation strategy.

What to watch

  • Switch to Better share rises above 20% of sales in applicable categories without a corresponding increase in discount spend.
  • Growth in repeat rates for alternative brands after first trial versus incumbent-brand cohorts.
  • Number of platform-exclusive SKUs and whether exclusivity extends beyond pack sizes into formulations or launch windows.
  • Gross-margin movement in affected categories relative to Instamart's overall assortment.
  • Blinkit or Zepto launching equivalent challenger-brand programs, exclusive packs or supplier-financed value tiers.
  • Substitution acceptance rates and customer ratings for switched products.
  • Expand Switch to Better from commodity staples into high-repeat personal care, snacking, home care and baby categories.
  • Use search ranking, substitutions and replenishment prompts to convert out-of-stock occasions into challenger-brand trials.
  • Negotiate exclusive pack sizes, launch windows and joint marketing funds in exchange for demand data and guaranteed visibility.
  • Build private-label-adjacent products with successful challenger partners once demand and quality signals are established.
  • Measure repeat purchase, complaint rates and post-promotion retention by SKU to avoid discount-led switching masquerading as loyalty.

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