Quick commerce private-label push gathers pace as platforms chase margins

When you order milk or snacks on a phone app and they arrive in minutes, that is called quick commerce.

Big grocery apps like Swiggy Instamart, Zepto, Blinkit and BigBasket are now selling more of their own brands, with their own names on the packets.

These own brands are called private labels.

The apps like selling their own brands because they make more money from them than from other companies' brands.

They can also set the price and make sure the food is always in stock.

Since early 2025, the share of sales from private labels has grown a lot, from about 6-8% to 12-16%.

BigBasket gets about 35% of its money from its own brands, the most of any platform.

Swiggy's Instamart is pushing its own brands the hardest, with lots of new products like snacks and drinks.

Some private-label products are much cheaper than other brands, so shoppers can save money.

The apps are even trying their own fresh fruits and vegetables in some cities.