Instamart sheds Swiggy branding, refreshed look to establish standalone brand identity

Quick commerce platform, Instamart has removed parent Swiggy’s branding, in a bid to have a standalone brand identity. In its refreshed look, the quick commerce platform has moved on from being a Swiggy sub-brand to having a standalone presence. This comes soon after Zomato decided to rebrand the holding company as Eternal at a time when its quick commerce business under Blinkit is rapidly scaling up.

Instamart, which was launched in 2020, has expanded significantly, offering a product range of over 35,000 items across more than 120 cities and serving millions of users every month. It has now unveiled a fresh visual identity, headlined by a new primary colour. “Blue represents reliability, speed and trust — a fitting evolution for a brand that’s become a daily staple in millions of households,” an official statement added.

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 as a standalone brand, one that is innovating across speed, selection, and daily convenience.”

Swiggy ‘S-Pin’ icon

In the past, Swiggy Group CEO Sriharsha Majety has indicated that the company expects Instamart to surpass food delivery in both penetration and scale. Integrated within the main Swiggy app, Instamart also launched a standalone app earlier this year.

“While the name and colour evolved, the iconic Swiggy ‘S-Pin’ icon remains serving as a subtle tribute to the brand’s origins and a reminder of the commitment that powers its delivery promise and trust it will continue to carry forward,” the company’s statement added. The new identity will roll out across app UI, packaging, delivery bags, communication and campaigns over the coming weeks.

Published on May 27, 2025