Swiggy’s quick commerce service, Instamart, has announced a new brand identity as it moves towards operating as a standalone platform. The move marks a transition from its earlier role as a Swiggy sub-brand.
Launched five years ago, Instamart has expanded to offer over 35,000 items in more than 120 cities, catering to millions of users monthly. Originally integrated within the main Swiggy app, the platform introduced a separate app earlier this year.
Swiggy Group CEO, Sriharsha Majety, has previously stated that Instamart is expected to surpass food delivery in terms of penetration and scale. The refreshed branding comes as the platform seeks to reflect its position as an independent service, while retaining ties to its origins.
Instamart’s new visual identity includes a revised primary brand colour—blue—chosen to represent reliability, speed, and trust. However, the Swiggy ‘S-Pin’ icon remains part of the branding, indicating continuity with the parent company.
Mayur Hola, Head of Brand, Swiggy, said, “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. 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’s as a standalone brand, one that is innovating across speed, selection, and daily convenience.”
The updated identity will be implemented across the app interface, packaging, delivery bags, and marketing material in the coming weeks.
