Instamart, Swiggy’s quick commerce arm, has unveiled a refreshed brand identity as it moves into a new phase of growth, marking its evolution from a sub-brand to a standalone player in India’s fast-growing quick commerce space.
Launched five years ago, Instamart was among the first to bring quick commerce to India. Today, it offers more than 35,000 products and serves millions of customers every month across over 120 cities.
What began as a vertical within food delivery major Swiggy has since become a category-defining business in its own right. Swiggy Group CEO Sriharsha Majety has previously said that Instamart is expected to surpass Swiggy’s food delivery vertical in both penetration and scale. While Instamart continues to operate within the main Swiggy app, the company also launched a dedicated app for the service earlier this year. The rebrand, which includes a new visual identity, is meant to reflect Instamart’s growth into a distinct consumer brand while staying rooted in Swiggy’s values.
According to the company, the revamped identity features a new primary brand colour, blue, which the company says symbolises reliability, speed, and trust. The name and colour may have evolved, but the Swiggy ‘S-Pin’ icon remains part of the branding as a nod to its origins. “Instamart’s promise has grown beyond grocery categories, tier 1 cities and food delivery users,” said Mayur Hola, Head of Brand at Swiggy. “It’s become a service with its own voice, loyal users, and a role in daily life that’s both personal and essential. This rebrand is not just a visual shift—it’s a declaration of Instamart’s growth into a standalone brand, backed by the trust of Swiggy.” The updated branding will be rolled out across the app interface, delivery packaging, bags, and marketing communications in the coming weeks.