Swiggy Bets on Exclusive Products, Private Labels to Expand Instamart
Swiggy has launched Switch on Instamart, betting on exclusive products, brand partnerships and private labels to drive growth and repeat purchases.
SociapaHQ
Swiggy is repositioning its quick commerce platform Instamart beyond convenience, focusing on exclusive products, strategic brand partnerships and private labels to drive consumer engagement and repeat purchases.
As part of the strategy, the company has launched ‘Switch’, a new retail proposition that will combine exclusive brand collaborations, exclusive pricing and exclusive stock keeping units (SKUs) across food and non-food categories.
Swiggy said the move was to create a differentiated product assortment and expand its portfolio of in-house brands such as No!ce and Nectr.
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A push for exclusive assortments:
Under the Switch proposition, Swiggy plans to partner with brands to source products that will be available only on Instamart, while also bolstering its own private-label portfolio.
“No!ce has evolved from being a private label brand to a broader platform proposition built around the idea of providing quality products at affordable prices,” said the company.
Over the last few months we have been making in-roads towards building a differentiated shopping experience rather than just competing on delivery speed', Swiggy added. “The goal is to get customers to shop more categories and come back to the platform more often by offering exclusive merchandise,” the company said.
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Targeting higher wallet share:
But there’s a lot of potential for existing users to spend more, the company thinks.
Infrequent users make up less than 5% of their total wallet share on Instamart, while core customers are just 15% to 20% at present, Swiggy said.
To address this, the company plans to improve convenience for regular users while introducing more affordable propositions to encourage higher purchase frequency and stronger retention among occasional shoppers.
Scaling Instamart:
This retail strategy comes as Instamart continues to expand its operations across India.
Swiggy aims to reach a gross order value (GOV) of ₹1.5 lakh crore by FY31 from ₹28,000 crore in FY26.
Instamart’s gross order value in the first quarter of FY27 stood at ₹7,907 crore, up 40 per cent year-on-year.
It operates in over 130+ cities powered by a network of over 1,200 dark stores serving over 14 million transacting users every month.
The company claims over 45% of its dark stores are contribution margin positive, while five of its seven largest cities including Bengaluru are already profitable.
