Noice

Swiggy uses Noice within a data-led strategy that draws on Instamart’s quick-commerce data and distribution to build differentiated assortment, encourage repeat purchases and support platform loyalty. [1] source: ET BrandEquity By September 2026, Noice spanned 46+ categories and 380 SKUs, and 9+ million customers had bought the label. [1] source: ET BrandEquity One in 10 Instamart baskets contained a Noice product; Noice customer retention was 10 percentage points above the platform average, and Noice customers ordered 1.5 times as frequently as the average Instamart user. [1] source: ET BrandEquity

In September 2026, ET BrandEquity reported that Swiggy was scaling Noice alongside fresh-produce label Nectr as part of Instamart’s owned-brand expansion. [1] source: ET BrandEquity In July 2026, Bernstein said Noice private-label foods performed strongly in blind tests involving 7 Noice products. [2] source: Financial Express Noice ranked first in 3 of 7 categories and second in 2 of 7 categories in those tests. [2] source: Financial Express