Instamart, Swiggy’s quick commerce arm, has unveiled a vibrant new brand identity, marked by a striking shift to the color blue, signaling its evolution into a distinct and standalone player in India’s rapidly expanding quick commerce market. This rebranding initiative signifies Instamart’s confidence and growth as it carves its own niche.
Launched five years ago, Instamart was among the pioneers of the quick commerce revolution in India. Today, it boasts a vast selection of over 35,000 products, catering to millions of customers monthly across more than 120 cities. What began as an integrated vertical within the food delivery giant Swiggy has matured into a category-defining business with its own loyal user base and significant scale. Swiggy Group CEO Sriharsha Majety has previously indicated that Instamart is projected to surpass Swiggy’s food delivery vertical in both market penetration and overall scale.
While Instamart will continue its presence within the main Swiggy application, the company also launched a dedicated standalone app earlier this year, further underscoring its ambition to operate as an independent entity. The comprehensive rebrand includes a fresh visual identity, prominently featuring the new primary brand color, blue. According to the company, this color symbolizes key attributes such as reliability, speed, and trust – qualities crucial in the fast-paced world of quick commerce.
Interestingly, while the name and primary color have evolved, the iconic Swiggy ‘S-Pin’ logo will remain a part of Instamart’s branding, serving as a subtle yet significant nod to its origins and the trust associated with the Swiggy name.
Mayur Hola, Head of Brand at Swiggy, emphasized the significance of this transformation, stating, “Instamart’s promise has grown beyond just grocery categories, Tier 1 cities, and Swiggy’s food delivery user base. It has developed its own distinct voice, cultivated a loyal user community, and plays an increasingly personal and essential role in daily life. This rebrand is more than just a visual change; it’s a clear declaration of Instamart’s growth into an independent brand, while still being fortified by the foundational trust of Swiggy.”
The updated branding will be progressively rolled out across all customer touchpoints, including the app interface, delivery packaging, bags, and all marketing communications, in the coming weeks.
Key Highlights:
- Instamart, Swiggy’s quick commerce arm, has unveiled a new blue brand identity, signaling its evolution into a standalone brand.
- This rebrand includes a new primary color (blue) symbolizing reliability, speed, and trust, while retaining the Swiggy ‘S-Pin’ logo.
- Instamart has grown significantly since its launch five years ago, now serving over 120 cities with a vast product range and its own dedicated app.
- The rebranding aims to reflect Instamart’s independent growth and its essential role in the daily lives of its users, backed by Swiggy’s trust.