SWIGGY

’s Noice Brand Gains Traction with 350 SKUs and Wider Supplier Base

is aggressively expanding its private-label brand Noice, launched on its quick-commerce platform Instamart, to strengthen margins and differentiate its offering. Since debuting in August 2023, Noice has grown its supplier base from 40 to nearly 70 and expanded its product portfolio to 350 SKUs, spanning categories like bakery, snacks, dairy, eggs, and perishables. The brand is central to Swiggy’s strategy to build a high-margin, scalable retail engine within its q-commerce business. 1. Brand Expansion and Category Depth - Noice now spans 350 SKUs, up from 200 at launch. - Supplier base expanded to ~70 contract manufacturers across food and perishables. - Categories include bakery, snacks, confectionery, dairy, eggs, and fresh foods. 2. Strategic Role in Instamart - Private labels like Noice offer 35–40% gross margins, compared to 10–15% from third-party brands. - Helps offset steep losses in Instamart’s scaling phase. - Enables platform differentiation and inventory control. 3. Brand Building and Leadership - Swiggy has hired senior branding executives to shape Noice into a standalone consumer brand, not just a low-cost in-house label. - Focus on quality, packaging, and recall to compete with established FMCG players. 4. Market Context and Competitive Pressure - Quick-commerce platforms are racing to build private-label depth amid rising customer acquisition costs. - Noice competes with similar plays from Zepto, Blinkit, and BigBasket. - Private labels are increasingly used to drive repeat purchases and loyalty. 5. Outlook and Margin Strategy - Noice is expected to play a central role in Swiggy’s margin recovery roadmap. - Expansion into non-food categories may follow. - Success depends on brand perception, repeat rates, and supply chain efficiency.