Instamart Drops Swiggy Name, Rebrands to Establish Independent Identity in Quick Commerce
In a strategic move to establish its own brand presence, quick commerce platform Instamart has officially dropped the Swiggy name from its branding. The decision comes just days after Zomato, another major player in the food delivery and quick commerce space, rebranded its Blinkit service as Eternal on stock exchanges, signaling increased competition and shifting focus toward quick commerce beyond food delivery.
In a strategic move to establish its own brand presence, quick commerce platform Instamart has officially dropped the Swiggy name from its branding. The decision comes just days after Zomato, another major player in the food delivery and quick commerce space, rebranded its Blinkit service as Eternal on stock exchanges, signaling increased competition and shifting focus toward quick commerce beyond food delivery.
Instamart, which operates as a quick grocery delivery service integrated within the main Swiggy app, also launched a standalone app earlier this year. The platform has witnessed rapid growth, prompting Swiggy to position Instamart as a core part of its future business strategy, with expectations that it could outgrow food delivery in terms of market penetration and scale.
Swiggy Group CEO Sriharsha Majety has frequently emphasized this vision, and the recent rebranding aligns with the company’s ambitions for Instamart to have its own distinct identity. The new brand identity features a fresh logo, which retains the Swiggy ‘S-Pin’ icon as “a subtle tribute to the brand’s origins,” according to a company statement.
“Instamart’s promise has grown beyond grocery categories, tier 1 cities, and food delivery users. It’s become a service with its own voice, its own loyal users, and a role in everyday life that’s both personal and essential,” said Mayur Hola, Head of Brand at Swiggy.
He added, “This rebrand is not just a visual shift, it’s a declaration: Instamart has grown beyond its origins, while still being backed by the trust of Swiggy. The new identity reflects Instamart as a standalone brand, one that is innovating across speed, selection, and daily convenience.”
The rebranding will be rolled out gradually across the app interface, packaging, delivery bags, marketing communication, and campaigns in the coming weeks, marking a new chapter in Instamart’s journey to becoming a leader in India’s fast-evolving quick commerce landscape.
Sources By Agencies
About The Author
