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Instamart's NOICE targets 500+ SKUs and plans to double its 75 food entrepreneur partners
Instamart's private brand NOICE has reached more than 9 million customers in a year and is entering new food categories, including powdered spices and dairy alternatives. Swiggy Financial Services offers partners credit of up to Rs 5 crore.
The numbers
Figures from ET Retail,
| Current product categories: | over 46 |
|---|---|
| Financing disbursed in first month: | ₹2 crore |
| Entrepreneurs targeted by end of 2026: | more than 100 |
| Instamart baskets containing a NOICE product: | one in 10 |
Why it matters for the brand
With NOICE already in one in 10 Instamart baskets across 46+ categories and heading to 500+ SKUs, branded suppliers on the platform should expect more private-label competition for shelf and search slots, and small food makers should treat the partner program, with Swiggy credit of up to Rs 5 crore, as a new route to volume.
What to track next
- Swiggy disclosing NOICE's share of Instamart baskets above one in 10
- Announced partner count moving from 75 toward about 150
- Public SKU count crossing 500 or new categories added beyond 46
- Swiggy Financial Services reporting disbursements well above ₹2 crore
- Rival quick-commerce platforms launching comparable private brands with supplier credit
Likely next moves
Our read of what comes next — analysis, not reported by the source.
- Instamart is likely to widen NOICE beyond its current 46+ categories as it moves toward 500+ SKUs, most probably through food and daily-use staples where partners already have capacity.
- Swiggy Financial Services is likely to extend credit to more of the enlarged partner base, so disbursements should grow well past the ₹2 crore of the first month.
- Expect Instamart to recruit roughly another 75 food entrepreneurs and present the partner network as a sourcing advantage over rivals' private-label models.
- Blinkit, Zepto and other quick-commerce rivals may expand their own private labels or offer supplier financing to match Instamart's partner-led model.
- Branded FMCG suppliers may press for clearer rules on shelf placement and ad spend on the app as NOICE takes a larger share of baskets.