Instamart drops its entity name, Swiggy

After dropping Swiggy’s name, it aims for a standalone brand identity.

Quick commerce platform Instamart recently decided to drop parent Swiggy from its name in a strategic business move. It has been done to carve a standalone brand identity. This move comes days after rival Zomato, which also owns Blinkit, rebranded as Eternal on the stock exchanges, with quick commerce becoming a significant driver for the companies beyond their food delivery businesses.

Instamart drops Swiggy’s name.

Sriharsha Majety, CEO of Swiggy, has spoken about multiple instances in which the company expects Instamart to surpass food delivery in terms of both scale and penetration. Swiggy, in a statement, said, “Integrated within the main Swiggy app, Instamart also launched a standalone app earlier this year. As Instamart enters this next phase, its refreshed identity reflects the brand’s identity while remaining true to the Swiggy values that make it so loved.”

Instamart unveils a new logo.

After dropping its parent name, Swiggy, Instamart has unveiled a new logo, containing the Swiggy ‘S-Pin’ icon as “a subtle tribute to the brand’s origins,” the company informed. Mayur Hola, Head of Brand at Swiggy, said, “Instamart’s promise has grown beyond grocery categories, tier 1 cities and food delivery users. It’s become a service with its 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.”

The new Instamart identity will roll out across the app, delivery bags, packaging, campaigns, and communications over the coming weeks.