Instamart drops Swiggy branding, to operate as standalone quick commerce brand

In a branding overhaul, Swiggy’s quick commerce vertical Instamart has dropped its parent company’s name and logo from its identity across platforms, signalling a shift towards establishing itself as a standalone brand in the hyper-competitive grocery delivery segment.

The rebranding comes as Instamart ramps up efforts to differentiate itself from Swiggy’s core food delivery business and sharpen its positioning against rivals such as Zepto and Blinkit. The change is already visible on Instamart’s app interface, packaging, and advertising creatives wherein Swiggy’s branding has been removed entirely.

"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," Mayur Hola, Head of Brand at Swiggy, said in a statement.

While the move marks a shift in Instamart's brand architecture, however operational control remains unchanged as it continues to be fully owned by Swiggy. According to a person familiar with the development, the company believes Instamart serves a fundamentally different consumer need than food delivery and therefore warrants a distinct identity.

In the past, Swiggy Group CEO Sriharsha Majety has spoken about how the company expects Instamart to surpass food delivery in terms of both penetration and scale.