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For quick-commerce apps like Swiggy Instamart, Blinkit and Zepto, being the fastest or the cheapest is no longer enough.
They want something more. For Swiggy Instamart, that "something" is Noice.
You’ve probably spotted it already. Bright packaging inspired by Indian truck art, standing out from the sea of plain-looking products. It's hard to miss.
But Noice is more than just eye-catching packaging.
In sweets and western snacks, the brand had a 4.4% market share on Instamart as of December 2024. That's still behind Haldiram’s 16.7% and Lay’s 9%, but it's a notable start for a relatively new private label.
The real momentum is showing up in beverages.
Across categories such as fruit juices, mocktails, energy drinks, tea, coffee and soda, Noice more than doubled its platform share from 2.6% in July to 5.8% in December. During the same period, category leader Real saw its share decline from 12.3% to 9.5%.
To put that into perspective, the beverage category generated between ₹13.9 crore and ₹20.3 crore in monthly sales during July-December. Noice's 5.8% share in December translates to roughly ₹88 lakh in monthly sales.
Interestingly, Noice isn't Swiggy's first attempt at building consumer brands.
In 2024, Swiggy sold its cloud kitchen brands, including The Bowl Company, Soul Rasa, Homely and Eatsy, to Kouzina Food Tech.
But Noice follows a very different playbook.
Instead of relying on large manufacturers focused on mass production and long shelf lives, Noice works with regional food makers that specialise in smaller-batch production.
The brand started with around 200 SKUs and has now expanded to more than 350 products sourced from 60 makers across 20-plus categories.
Another key difference is its product mix.
While private labels from Blinkit and Zepto are largely concentrated in non-perishable categories, Noice has a near 50-50 split between perishable and non-perishable products. That's important because perishables typically generate margins of 25-45%, compared to 15-25% for non-perishables.
The timing is also critical.
Quick commerce is becoming more crowded than ever. JioMart, Flipkart Minutes and Amazon Now are all pushing aggressively into the market, often competing heavily on pricing.
In that environment, speed and discounts alone may not be enough.
For Noice, the real test will be whether its differentiated products, local sourcing model and distinctive packaging can help it build lasting consumer loyalty, or whether it ends up becoming just another private label in an increasingly crowded quick-commerce aisle.
