Swiggy Rebrands as Instamart, Retires Parent Brand Name

In a strategic shift, food delivery giant Swiggy has officially rebranded its quick commerce (q-comm) vertical as Instamart, retiring the Swiggy brand name from the platform. The move aims to give Instamart a distinct identity as the segment continues to gain traction and outpace traditional food delivery in growth.

Aiming for a Standalone Brand Identity

According to Swiggy's Head of Brand, Mayur Hola, Instamart has evolved beyond its original purpose of serving grocery needs in tier-1 cities and Swiggy's existing food delivery user base. The platform now targets a broader audience and product range, justifying the creation of a separate, standalone identity.

Separate App and Unified Access

Earlier this year, Swiggy introduced a dedicated Instamart app to enhance user convenience and streamline services. At the same time, Instamart remains accessible within the Swiggy app, offering users the flexibility of both integrated and standalone platforms.

Fresh Logo Pays Tribute to Swiggy Roots

As part of the rebranding, Instamart unveiled a new logo. Notably, the logo retains the iconic Swiggy “S-Pin” as a subtle nod to its parent company’s legacy. This branding choice helps maintain a visual connection while signaling a new direction.

Competitive Moves: Zomato Turns to Eternal

Swiggy’s rival Zomato has undergone a similar transformation, rebranding itself as Eternal as its quick commerce vertical Blinkit becomes a core growth driver. These moves reflect a wider trend in the sector, where quick commerce is becoming more lucrative and central to operations.

Q-Commerce Outpaces Food Delivery in Growth

Although food delivery remains the primary revenue stream for both Swiggy and Eternal, its growth rate has slowed to under 20% in recent quarters. Meanwhile, demand for faster delivery of daily essentials has pushed q-commerce into the spotlight, with companies expecting this segment to surpass food delivery in scale and reach.

Network Expansion: Dark Stores and Megapods

To meet rising demand, both companies have been rapidly expanding their dark store networks—mini warehouses designed to speed up order fulfillment. However, Instamart has taken a different path by launching larger “megapods” that carry a wider variety of products. This approach reduces the need to operate multiple smaller facilities.

Boosting Average Order Value with Maxxsaver

To further optimize operations and drive higher average order values, Instamart has introduced a new feature called Maxxsaver. This initiative offers customers bulk purchase discounts, encouraging larger basket sizes and improving profitability.

Full Rebranding Rollout Across Platforms

Swiggy announced that the new Instamart identity would soon be reflected across all customer touchpoints, including the app interface, packaging materials, delivery bags, promotional campaigns, and communication channels.

Swiggy Launches Corporate Rewards Program

In addition to its consumer-facing upgrades, Swiggy has also rolled out a Corporate Rewards Program, partnering with over 7,000 companies across India. The initiative allows employees to access exclusive deals by verifying their work email on the Swiggy app. The company plans to expand this program to over 15,000 organizations by the end of 2025.

The Road Ahead for Instamart

Swiggy’s decision to rebrand Instamart highlights its long-term bet on the quick commerce space. With strategic investments in infrastructure, user experience, and brand identity, Instamart is well-positioned to lead the next wave of growth in India’s rapidly evolving delivery ecosystem.

Conclusion
As consumer preferences shift toward faster and more versatile delivery services, Swiggy’s bold rebranding of Instamart signals a proactive approach to capturing this growing demand. The move also intensifies competition in the q-commerce market, setting the stage for a new phase of innovation and expansion.