Sinha brings more than two decades of leadership experience across the consumer internet, e-commerce, retail, and FMCG industries. Over the course of her career, she has built a strong track record in business strategy, digital commerce, brand growth, and customer-centric innovation, successfully leading large-scale consumer businesses through periods of rapid expansion and transformation.

Prior to joining Instamart, Sinha served as CEO of Myntra, where she played a pivotal role in strengthening the platform’s leadership in India’s online fashion market. Under her leadership, Myntra emerged as the country’s largest fashion e-commerce platform while achieving EBITDA profitability in 2024. Before Myntra, she held several leadership roles at Flipkart, Britannia Industries Limited, and Hindustan Unilever (HUL), gaining extensive experience across e-commerce, retail operations, consumer marketing, and business growth.

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In his new role, Swaroop will spearhead Instamart’s business strategy, commercial growth, and expansion initiatives, playing a key role in shaping the next phase of the company’s growth journey. His appointment underscores Instamart’s commitment to building a seasoned leadership team capable of navigating the rapidly changing dynamics of India’s quick commerce ecosystem.

Swaroop brings with him more than two decades of diverse leadership experience across some of the world’s most respected organisations. Most recently, he led OYO’s International Hotels & Homes business as Chief Executive Officer, where he was instrumental in driving global expansion and business transformation. Prior to OYO, he held senior leadership positions at Dr. Reddy’s Laboratories and began his professional journey at McKinsey & Company, building deep expertise across strategy, operations, and business growth.

With a proven track record of scaling businesses and leading transformative growth across industries, Gautam Swaroop’s appointment is expected to further strengthen Instamart’s ambitions as it continues to redefine convenience and accelerate its footprint in India’s highly competitive quick commerce landscape.

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For over 30 years in India, Tupperware has been synonymous with Indian kitchens, trusted across generations for its innovation, durability, and commitment to food safety. Joining this celebration are two of India’s most loved real-life moms, Soha Ali Khan and Neha Dhupia- who, as mothers themselves, trust Tupperware to show up every single day, from packing their kids’ lunches to organizing their kitchens, because for them, it’s never just a brand but an everyday essential.

Often regarded as the OG of Indian Kitchens, the brand has shaped how households store, carry, and experience food. With this collaboration, Tupperware enters the fast-growing quick commerce space, enabling consumers to access its products seamlessly through Instamart and have them delivered on demand.

Manender Kaushik, AVP – Category, Instamart, said,“Few brands have been as consistently present in Indian kitchens as Tupperware, stacked in cupboards, packed into school bags, and trusted across generations. With Instamart, we’re bringing that familiarity into a new, on-demand context. This partnership is about making thoughtfully designed, high-quality storage solutions instantly accessible, helping consumers upgrade everyday living with products they already know and trust.”

Shweta Kumar – APAC Digital, Tupperware, said, “This collaboration reflects how Tupperware continues to evolve with changing lifestyles. While our roots are in bringing people together through shared experiences, today we’re meeting consumers wherever they are, while staying true to our legacy of quality and trust.”

Founded by inventor Earl Tupper, the brand revolutionized food storage with its signature airtight seal technology, designed to lock in freshness and reduce food waste. Today, that legacy continues with a range of food-grade, toxin-free, reusable products built for modern lifestyles.

As Indian consumers increasingly seek speed without compromising on quality, this collaboration aims to simplify daily routines, making trusted kitchen solutions available exactly when they’re needed.

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Noice’s summer desserts range from familiar Indian flavours and globally loved classics, re imagined with real ingredients and authentic preparation techniques. Think Rose Gulkand Ice Cream with rose petals, or Filter Coffee Ice Cream that turns a South Indian everyday ritual into a creamy indulgence and  real coconuts blended with tender coconut chunks

Commenting on the launch, Royan Mody, Vice President – Noice, said: “Most ice creams today are engineered for speed, which usually means adding air. Air makes it lighter, but it also takes away from what you’re actually tasting. We chose to go the other way – slow churned, less air, and more density. It’s a harder process, but it gives you a texture and richness that holds up. From there, it was about making sure the ingredients could live up to that process like using real gulkand, filter coffee from the South, whole pistachios, coconut with actual bite. For us, the process has to respect the ingredient, and the ingredient has to justify the process. That’s the bar we set.”

The portfolio blends traditional Indian flavours with universally loved indulgences, making it relevant across generations, from everyday cravings to shared family moments. The quick-commerce-first brand’s range is now available on  Instamart.

• Italian Gelatos with Dark Chocolate, Salted Caramel, and Pistachio, bringing globally loved profiles into the Noice fold with a slow-churned, finish
• Slow-churned ice creams featuring Rose Gulkand, Coconut, Filter Coffee, and Kesar Pista, each inspired by regional favourites and crafted for depth and balance, along with fruity classics like Alphanso mango
• Kulfis, including Malai, Rose Gulkand, and Kesar Pista, celebrate classic richness with smoother, more indulgent textures

The brand focuses on the process of ice cream making along with real, high-quality ingredients and flavours. It’s a play that feels particularly relevant in a market where consumers are increasingly gravitating towards “real” over “novelty.”

The NOICE summer range is now available on Instamart across metros, offering consumers a seamless way to enjoy artisanal desserts at the tap of a button. The premium food brand brings homestyle Indian classics and globally loved indulgences together in a single summer range.

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A Physical Touchpoint in a Digital Category

Unlike Instamart’s core dark store model — which stocks tens of thousands of SKUs and fulfills orders via ultra-fast delivery — the Gurugram store carries a limited, curated assortment of around 100–200 SKUs, focused on categories where physical inspection matters most, such as fresh fruits and vegetables, pulses, new product launches and items from emerging direct-to-consumer (D2C) brands. Shoppers can walk in, explore products and make purchases directly at the outlet.

What makes this format distinct is that it is not a company-run retail outlet. Instead, it operates under a seller-owned and seller-operated model under the Instamart brand — similar in spirit to how independent sellers operate within the platform’s dark store network. In this setup, sales proceeds go directly to the sellers, rather than being routed through Swiggy’s payment system and settled after commission deductions, as is typical in the digital marketplace model.

Designed for Discovery, Not Fulfilment

Industry reports describe the Gurugram location as a mini experiential store rather than a traditional retail outlet, positioned in and around residential societies. It functions mainly as a product discovery and engagement point, not as a full inventory stop like a supermarket or dark store. This reflects a broader trend in quick commerce to test hybrid online-offline formats that complement delivery models with physical touchpoints.

The store’s compact footprint — estimated to be around 400 sq ft — and its curated SKU mix make it ideal for shoppers who want to visually assess fresh produce and other selected items before committing to purchase, even as the broader Instamart platform continues to fulfil orders with its extensive digital catalogue and last-mile delivery infrastructure.

Strategic Context in Quick Commerce

The launch comes at a time when players in India’s quick commerce category — including Instamart, Blinkit and Zepto — are sharpening focus on economics, assortment and long-term customer retention as the sector matures. Consumer behaviour is shifting from pure speed and convenience towards experiences and trust, particularly for perishables and higher-engagement categories.

Swiggy’s broader ecosystem has been under transformation in 2025. Instamart posted strong growth in recent quarters, with the platform’s gross order value reported to have risen significantly year-on-year, while the wider Swiggy business has been strengthening unit economics and expanding dark store networks across hundreds of cities.

However, neither Swiggy nor Instamart has issued a formal public statement outlining a large-scale offline rollout strategy, and leaders have not confirmed whether more such experiential stores will follow beyond the Gurugram pilot.

Possibilities

The Gurugram experiential store is being watched by industry observers as a test case for hybrid quick commerce retailing — a learning initiative rather than a strategic pivot toward traditional offline retail. By keeping the model seller-led and asset-light, Instamart can experiment with consumer touchpoints without substantially increasing capex or operational complexity.

As quick commerce platforms seek new ways to cultivate loyalty and differentiate their value propositions, such curated physical experiences may complement next-generation digital fulfilment, supporting deeper engagement for categories where touch, trial and product confidence are important.

This offline pilot underscores how quick commerce companies are increasingly exploring offline formats that intersect with digital delivery networks, especially in urban catchments. The ultimate success of such models will hinge on consumer acceptance, seller economics and how such formats can scale cost-effectively alongside fast delivery networks.

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uperYou Minis, available in convenient 20g packs, were created in direct response to this feedback, offering a smart, indulgent, and portable snacking solution that meets these evolving needs, while also adding fun to functional snacking.

Nikunj Biyani, Co-founder, SuperYou, shared, “At SuperYou, we’ve always believed protein doesn’t have to be boring. Our protein wafers became such a go-to snack, and with Minis, we’re just taking that idea a step further. It’s a new format that brings indulgence, health, and convenience together in one pocket-sized treat – proving that nutrition can come in small, joyful bites!”

Ranveer Singh, Co-founder, SuperYou, added, “Snacking is such a big part of our culture, and honestly, who doesn’t love a light, crunchy, chocolatey wafer? Now imagine these incredible new flavours with a protein hit, but in a smaller bite sized format. For us, this launch is opening a new snacking moment, and bringing us closer to our vision of making protein just as exciting for everyone!”

Each SuperYou Protein Wafer Mini delivers 5g of protein in under 100 calories, made with wholesome ingredients like atta, jowar, and a unique blend of fermented yeast protein, with no added sugar or palm oil. Pocket-sized and protein-packed, Minis prove that big nutrition can come in small, joyful bites. Whether at work, on a road trip, catching a flight, or simply craving a mindful snack, Minis make it easy to enjoy better-for-you choices without compromise. 

SuperYou Protein Wafer Minis are now available on the SuperYou website and all major delivery platforms, including Amazon, Flipkart, Blinkit, Instamart, and Zepto, as well as select modern and general trade stores across the top ten cities in India.

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Since its launch in August 2020, Instamart has rapidly expanded to over 120 cities, catering to millions of monthly users and offering a vast selection of more than 35,000 products. Originally conceived as an extension of Swiggy’s core food delivery service, Instamart has now become an indispensable part of daily life for households across India, blending speed, convenience, and reliability.

Swiggy Group CEO Sriharsha Majety has frequently emphasized Instamart’s potential to surpass food delivery in terms of scale and user penetration. Reinforcing this vision, the platform launched its own standalone app earlier this year, while maintaining its presence within the Swiggy ecosystem.

The new brand identity introduces a bold blue as Instamart’s primary colour—chosen to symbolize trust, speed, and dependability. While the refreshed look underscores its independence, the iconic Swiggy ‘S-pin’ remains a key design element, reflecting its origins and continued commitment to reliable delivery.

“Instamart’s promise has extended well beyond groceries, Tier 1 cities, and food delivery users,” said Mayur Hola, Head of Brand at Swiggy. “It has developed its own voice, loyal user base, and relevance in everyday life. This rebrand is more than a visual update—it’s a declaration of Instamart’s emergence as a standalone brand, innovating across speed, selection, and daily convenience, all while staying rooted in the trust that Swiggy represents.”

The revamped identity will be gradually rolled out across Instamart’s app interface, packaging, delivery bags, marketing material, and campaign assets in the coming weeks.

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The launch follows a similar move by rival Zepto, which recently rolled out its own high-value savings program, Super Saver. However, unlike Zepto’s opt-in model, Swiggy’s Maxxsaver is seamlessly integrated into the platform, reflecting the brand’s continued push to boost average order values amid growing competition in the quick commerce sector.

With players in the space shifting focus from frequent, small-ticket orders to larger basket sizes, Swiggy is also doubling down on infrastructure with the expansion of its megapods—large fulfillment centers that stock up to 50,000 SKUs, compared to the 20,000 typically found in standard dark stores. These larger centers aim to offer more variety and enhance user experience.

Instamart recently became the first quick commerce platform to reach 100 cities across India. The Maxxsaver feature will be available in all of these locations, further supporting Swiggy’s ambition to position Instamart as the most affordable and convenient destination for instant grocery and daily needs delivery.

“With Maxxsaver, we enhance our promise to make Swiggy Instamart the most affordable and convenient quick-commerce destination,” said Amitesh Jha, CEO, Swiggy Instamart. “By passing on the benefits of larger orders, we’re able to offer better pricing to our users.”

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Shares of Swiggy tumbled over 7% to Rs. 387 on February 6, as mixed brokerage reviews followed the company’s widening losses in Q3 FY25. Swiggy reported a net loss of ₹800 crore, up from Rs. 524 crore a year ago, with analysts citing rising competition and aggressive dark store expansion as key factors weighing on margins.

Swiggy’s Instamart segment also continues to face margin pressures, driven by network expansion and intense competition from Blinkit and Zepto. The contribution margin dropped to -4.6% in Q3 FY25, down from -1.9% in the previous quarter.

Swiggy added 90 dark stores in January, nearly matching its Q3 expansion pace, with no immediate upgrades planned, unlike Zomato.

On the food delivery front, Swiggy reported a 19.2% YoY increase in gross order value (GOV) to Rs. 7,436 crore, driven by a growing transacting user base and higher order frequency. However, in the quick commerce space, Instamart’s annualized sales run-rate of $1.8 billion remains behind Blinkit’s $3.7 billion and Zepto’s $3 billion.

With margin pressure expected to persist, analysts remain cautious about Swiggy’s near-term prospects as it navigates a fiercely competitive landscape.

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“The standalone app will be an add-on, augmenting our reach by meeting consumers where they are and ensuring we continue delivering the best possible experience in the category,” said Sriharsha Majety, Swiggy’s managing director and group CEO.

Instamart, now operating in 76 cities, is expected to surpass Swiggy’s core food delivery service in scale and penetration. Subscription benefits such as Swiggy One, One Lite, and One BLCK will remain consistent across both platforms, reassured Amitesh Jha, CEO of Swiggy Instamart.

This strategic move mirrors competitors like Zomato and Zepto, who have introduced standalone apps for services like quick commerce and rapid food delivery.

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