Instamart has removed Swiggy from its branding, aiming to establish an independent identity. This strategic decision follows Zomato’s recent rebranding to Eternal on stock exchanges, as quick commerce becomes increasingly vital for both organisations beyond their food delivery operations. Swiggy Group CEO Sriharsha Majety has repeatedly indicated that Instamart is expected to exceed food delivery in both reach and magnitude.“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,” Swiggy said in a statement quoted by PTI.The company has introduced a new logo incorporating the Swiggy ‘S-Pin’ symbol as “a subtle tribute to the brand’s origins”.“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,” said Mayur Hola, head of brand at Swiggy.“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 as a standalone brand, one that is innovating across speed, selection, and daily convenience,” he added.The revised brand identity will be implemented across various touchpoints including the application, packaging materials, delivery equipment, communications and promotional activities in the forthcoming weeks.
