Instamart’s clean-food private brand NOICE plans to double its network of food entrepreneur partners and expand its product range to more than 500 SKUs as it enters new food categories.
NOICE currently works with 75 food entrepreneurs across India. Its portfolio includes fresh breads, paneer, batters, regional snacks, sweets, beverages and pantry staples. The brand has reached more than 9 million customers within a year of its launch, with products across more than 46 categories.
As part of its expansion, NOICE plans to add powdered spices, staples, cereals and dairy alternatives to its portfolio. The brand is also increasing its manufacturing requirements, with a focus on working with partners that meet the FSSC 22000 food safety standard.
To help food entrepreneurs increase their production capacity, develop new products and improve quality, Swiggy Financial Services, operated by Swiggy Neocap, has launched a financing programme. Eligible NOICE partners can access credit of up to ₹5 crore through partnerships with SIDBI, Axis Bank and InCred Finance. The programme has already disbursed ₹2 crore in its first month and aims to support more than 100 entrepreneurs by the end of 2026.
NOICE said that one in every 10 Instamart baskets currently contains one of its products. According to the company, customers who buy NOICE products place orders 1.5 times more frequently and have a retention rate that is 10 percentage points higher than the platform average.
