Noice to Double Food Partners as Instamart Range Tops 500 SKUs

Instamart's clean food private brand Noice plans to double its base of food entrepreneur partners and expand its product range to more than 500 SKUs as it moves into new food categories.

Noice currently works with 75 food entrepreneurs and has reached more than 9 million customers within a year of launch. Its products are spread across more than 46 categories, including fresh breads, paneer, batters, regional snacks, sweets, beverages and pantry staples.

The expansion will include powdered spices, staples, cereals and dairy alternatives. Noice also plans to raise manufacturing requirements, with a focus on partners that meet the FSSC 22000 food safety standard.

Noice plans wider food assortment

Noice's current network includes 75 food entrepreneurs supplying products across several food categories. The planned expansion will take the brand beyond its existing range and increase the number of products available through Instamart.

The company plans to add powdered spices, staples, cereals and dairy alternatives. The move will increase the assortment to more than 500 SKUs, while the entrepreneur base is expected to double from the current 75 partners.

The expansion also comes with tighter manufacturing requirements. Noice said it is focusing on food entrepreneurs that meet the FSSC 22000 food safety standard as it expands its partner network and product range.

The company's focus on food entrepreneurs is also relevant to Instamart's broader grocery and fresh food business. WeloMoney has previously covered Swiggy Instamart's fresh produce business, including developments around product pricing and customer retention.

Particulars	Details
Current food entrepreneur partners	75
Planned entrepreneur base	Double the current base
Current customer reach	More than 9 million
Product categories	More than 46
Planned assortment	More than 500 SKUs
Food safety standard	FSSC 22000

Noice sees higher engagement from customers

Noice said its products are already present in one out of every 10 Instamart baskets. The brand also said customers who buy Noice products have 1.5 times higher order frequency than the platform average.

The company said these customers also have 10 percentage points higher retention than the platform average. These figures indicate that Noice products are linked with higher repeat ordering among customers who purchase them, based on the company's data.

The brand has reached more than 9 million customers within its first year. That customer base gives Noice a platform for expanding into more categories while adding products from a larger network of food entrepreneurs.

The planned product additions cover everyday food categories. Powdered spices, staples and cereals can broaden pantry coverage, while dairy alternatives add another category to the assortment.

Financing programme offers up to Rs 5 crore

Swiggy Financial Services, operated by Swiggy Neocap, has also launched a financing programme for eligible food entrepreneurs. The programme is designed to support capacity expansion, product development and quality upgrades.

Eligible entrepreneurs can access credit of up to Rs 5 crore through partnerships with SIDBI, Axis Bank and InCred Finance.

The programme has already disbursed Rs 2 crore in its first month. It aims to support more than 100 entrepreneurs by the end of 2026.

Financing programme	Details
Maximum credit	Up to Rs 5 crore
Amount disbursed in first month	Rs 2 crore
Target by end of 2026	More than 100 entrepreneurs
Financing partners	SIDBI, Axis Bank and InCred Finance
Programme operator	Swiggy Financial Services, operated by Swiggy Neocap

The financing programme could support entrepreneurs as they increase production capacity and meet higher quality requirements. For Noice, a larger and better funded supplier base can support its planned increase in product assortment.

Why the expansion matters for Instamart

Noice's expansion gives Instamart a broader range of food products under its private brand. The brand is moving from its existing categories into staples, spices, cereals and dairy alternatives while increasing the number of products available to customers.

The company said customers who buy Noice products order more frequently and show higher retention than the platform average. Noice also said one in 10 Instamart baskets contains a Noice product.

That combination of basket presence and repeat ordering is relevant to the brand's expansion plans. Adding more categories could give customers more reasons to buy Noice products during their regular Instamart orders.

The financing programme also connects the private brand's expansion with support for the entrepreneurs supplying it. More than 100 entrepreneurs are targeted for support by the end of 2026, while Noice plans to double its own entrepreneur base.

The broader quick commerce market also faces questions around product availability, food quality and compliance. Earlier, Karnataka action involving Swiggy Instamart food listings highlighted the importance of product controls and compliance for online grocery platforms.

What happens next

Noice's immediate focus will be on expanding its entrepreneur network and increasing its assortment beyond 500 SKUs. The brand will also add powdered spices, staples, cereals and dairy alternatives to its product range.

The financing programme has a separate target of supporting more than 100 food entrepreneurs by the end of 2026. Its first month saw Rs 2 crore in disbursements, against a maximum credit limit of Rs 5 crore for eligible entrepreneurs.

Noice's next stage of growth will therefore depend on how quickly it can add partners, expand categories and maintain its stated food safety requirements. The company will also need to track whether its current customer frequency and retention trends continue as the assortment becomes larger.

Frequently asked questions

What is Noice planning for Instamart?

Noice plans to double its base of food entrepreneur partners and expand its product assortment to more than 500 SKUs. The brand currently works with 75 food entrepreneurs and has reached more than 9 million customers within a year of launch.

How many food entrepreneurs does Noice currently work with?

Noice currently works with 75 food entrepreneurs. The brand plans to double this base as it expands into more food categories and increases its product assortment.

What new products will Noice add?

Noice plans to add powdered spices, staples, cereals and dairy alternatives. These products will be added as the brand expands its assortment beyond its current categories.

How many customers has Noice reached?

Noice has reached more than 9 million customers within a year of its launch. The brand said its products currently span more than 46 categories on Instamart.

What financing is available to food entrepreneurs?

Eligible food entrepreneurs can access credit of up to Rs 5 crore through the financing programme operated by Swiggy Financial Services. The programme has partnerships with SIDBI, Axis Bank and InCred Finance and has disbursed Rs 2 crore in its first month.

What is the target for the financing programme?

The financing programme aims to support more than 100 entrepreneurs by the end of 2026. The programme is intended to support capacity expansion, product development and quality upgrades.