Instamart drops parent name 'Swiggy' to build independent identity

Instamart, the quick commerce arm of Swiggy, has officially dropped the ‘Swiggy’ tag from its name in a move to establish itself as a standalone brand. This strategic shift reflects the company's evolving ambitions as it looks to scale beyond its roots in food delivery and position itself as a daily essential service with its own voice and identity.

The rebranding comes shortly after Zomato's corporate entity was renamed Eternal, highlighting how quick commerce is becoming central to the future of delivery platforms. Swiggy Group CEO Sriharsha Majety has on several occasions indicated that Instamart could soon outpace food delivery in both scale and user penetration.

Instamart’s new identity includes a fresh logo that subtly retains the original Swiggy ‘S-Pin’ as a nod to its origins. The company said the transition will be reflected across its standalone app, main app integration, delivery packaging, and all communication channels over the next few weeks.

“Instamart is no longer just an extension of food delivery—it’s a brand with its own loyal users, purpose, and scale,” said Mayur Hola, Head of Brand at Swiggy. He added that the rebrand is more than just a visual change; it signifies Instamart’s evolution into a brand innovating in speed, selection, and convenience for daily needs.

As Swiggy positions Instamart as a key growth driver in the quick commerce race, the rebrand marks a pivotal step in expanding its reach across markets, categories, and consumer segments.