Archive · 12 Jan 2026
Swiggy Expands Noice Beyond Staples
Swiggy, a food delivery company, has a private-label brand called Noice.
Noice started with small-batch, premium Indian snacks and sweets.
Now, it has grown to include many more products like beverages, ready-to-cook items, and dairy products.
Swiggy has added more manufacturers and increased the number of products available under Noice.
This helps Swiggy make more money because private labels have higher margins.
However, there is a risk that other brands might not be happy if Swiggy shows its own brands more than theirs.
Some people think this could make customers leave if they can't find their favorite brands easily.
Noice has expanded from 200 to 350 SKUs and increased its manufacturing partners from 40 to 70 in under a year.
Swiggy is signaling serious intent by hiring veterans from Flipkart and OYO to lead the private-label push.
Private labels offer gross margins that are nearly triple the margins typically seen from third-party brands.
There is a growing risk of friction with D2C brands and established FMCG players if Swiggy prioritizes its own brands in search results.
Industry estimates suggest that private labels now account for roughly 20-25% of sales in staples such as grains and rice, as well as other everyday grocery items, across quick-commerce platforms.
- Who
- Swiggy
- What
- Expanded its private-label brand Noice
- When
- Since August last year
- Where
- On its quick-commerce platform Instamart
- Why
- To improve margins and differentiate Instamart
- Brand Name
- Noice
- Platform
- Instamart
- SKUs
- 350
- Manufacturers
- 70
- Categories
- Bakery, snacks, confectionery, dairy, eggs, beverages, ready-to-cook items
- Revenue (Q2 FY26)
- ₹1,038 crore
- Adjusted Ebitda Loss (Q2 FY26)
- ₹849 crore
- Private Label Margin
- 35-40%