Days after rival Zomato rebranded itself as Eternal on the stock exchanges, quick commerce platform Instamart has dropped parent Swiggy from its name. The move is said to have been inspired by an aim to carve a standalone brand identity.
Venturing beyond their food delivery businesses, quick commerce platforms like Zomato, which owns Blinkit, and Instamart, are now being driven by ambitions of larger penetration and scale. Swiggy Group CEO Sriharsha Majety has talked about his company’s plans to grow beyond the food delivery business.
“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,” Swiggy said in a statement.
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Instamart has unveiled a fresh logo, which contains the Swiggy ‘S-Pin’ icon as “a subtle tribute to the brand’s origins”, the company informed, adding that the company’s promise has now grown beyond grocery categories, tier 1 cities, and food delivery uses.
Calling it a ‘service with its own voice, its own loyal users, and a role in everyday life that’s both personal and essential’, Mayur Hola, head of brand at Swiggy said, “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 identity will roll out across the app, packaging, delivery bags, communication, and campaigns over the coming weeks.
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