Quick Commerce Gets a Shakeup: Instamart Steps Out Solo with New Logo and Identity

Instamart, Swiggy’s Rapid Delivery Arm, Emerges as an Independent Brand with a new Identity.

With the removal of the “Swiggy” prefix from its name, Instamart, Swiggy’s express delivery vertical, has formally transformed into a stand-alone, independent brand, marking a dramatic change that underscores its increasing prominence. This major rebranding step marks a new phase for the quick commerce platform, underlining its increasing relevance in the daily lives of Indian consumers and cementing its position beyond that of just a grocery delivery service.

The rebranding comes on the heels of a similar strategic move by Zomato, which recently reintroduced Blinkit as Eternal on the stock exchanges. This trend reflects how quick commerce is becoming a central growth driver and revenue stream for major food-tech players, shifting away from their traditional dependence on food delivery.

Swiggy’s Group CEO, Sriharsha Majety, had earlier emphasized the immense potential of Instamart, suggesting that the vertical could eventually surpass Swiggy’s core food delivery business in terms of reach, market influence, and consumer adoption. As part of this ambitious roadmap, Instamart also launched its exclusive mobile application earlier this year, expanding its digital footprint while still maintaining a presence within the original Swiggy app.

In a statement regarding this transformation, Swiggy said, “The refreshed brand identity of Instamart is a reflection of its evolution while retaining the values that built it. The new logo integrates the iconic Swiggy ‘S-Pin,’ serving as a subtle reminder of its origins and the credibility associated with its parent company.”

Mayur Hola, Swiggy’s Head of Brand, shared, “Instamart has matured into something far beyond its initial role. It’s no longer limited to urban centers or grocery runs-it now connects with a broader, more diverse audience with its own unique voice and functionality. This rebrand asserts Instamart’s individual stature, driven by speed, assortment, and daily convenience, while still enjoying Swiggy’s legacy of trust.”

A new chapter in India’s quickly changing quick commerce scene will begin in the coming weeks as the updated branding elements are progressively implemented throughout the Instamart app interface, packaging, delivery fleet, marketing communications, and other advertising platforms.