Instamart steps out of parent Swiggy's shadow in effort to re-brand

Instamart's new logo unveiled

In a move aimed at carving a standalone brand identity, quick commerce platform Instamart has dropped the name of its parent company — Swiggy — from its name on Tuesday.

In the past, Swiggy Group CEO Sriharsha Majety has talked about how Swiggy expects Instamart to go beyond food delivery in terms of both penetration and scale.

Swiggy said in a statement, "Integrated within the main Swiggy app, Instamart also launched a standalone app earlier this year. As Instamart enters this next phase, its refreshed identity reflects the brand's identity while remaining true to the Swiggy values that make it so loved."

Along with the rebranding exercise, Instamart also unveiled a fresh logo containing the Swiggy 'S-Pin' icon as "a subtle tribute to the brand's origins", as per the company.

Mayur Hola, Head of Brand, Swiggy said, "Instamart's promise has grown beyond grocery categories, tier 1 cities and food delivery users. It's become a service with its own voice, its own loyal users, and a role in everyday life that's both personal and essential.

This rebrand is not just a visual shift, it's a declaration: Instamart has grown beyond its origins, while still being backed by the trust of Swiggy. The new identity reflects Instamart's as a standalone brand, one that is innovating across speed, selection, and daily convenience."

The company said that the new identity will roll out across the app, packaging, delivery bags, communication, and campaigns over the coming weeks.

The move comes on the heels of its rival Zomato rebranding as Eternal on the stock exchanges, with quick commerce becoming a significant driver for the firms beyond their food delivery businesses.