Instamart’s NOICE To Double Food Entrepreneur Base, Expand Product Range

New Delhi: Instamart-owned clean-food brand NOICE on Monday announced an ambitious new phase of growth, targeting doubling the base of its food entrepreneur partners and expanding its product assortment to over 500.

At a partner event with over 100 food entrepreneurs, Swiggy Group CEO Sriharsha Majety and Instamart CEO Nandita Sinha unveiled NOICE’s plans to expand into new categories, including powdered spices, staples, cereals and dairy alternatives.

Nandita Sinha, CEO, Instamart, said: “At Instamart, we’re building a differentiated, high-quality assortment that consumers can trust and brands can grow with. NOICE is core to this ambition, giving India’s food entrepreneurs the platform, standards and capital to scale.”

Launched in 2025, NOICE currently partners with 75 food entrepreneurs across India.

“One in every ten Instamart baskets now contains a NOICE product, with NOICE customers showing 1.5x higher order frequency and 10 percentage points higher retention than the platform average,” Swiggy stated.

NOICE has also launched a financing programme offering eligible entrepreneurs up to Rs 5 crore in formal credit, enabling investment in product development, capacity expansion and quality upgrades.

Delivered through Swiggy Financial Services (operated by Swiggy Neocap Pvt Ltd) in partnership with SIDBI, Axis Bank and InCred Finance, the programme has already disbursed Rs 2 crore in a month, with a goal of supporting over 100 entrepreneurs by the end of 2026, Swiggy stated.

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