Swiggy Instamart Enlists 400 Partner Brands for Exclusive Assortment

Swiggy Instamart partnered with more than 400 alternative brands to offer platform-exclusive pack sizes and cleaner product formulations across its Indian dark-store network.

Datum Intelligence estimates Instamart held a 22 percent share of India’s quick-commerce sector in 2025, trailing market leader Blinkit at 47 percent and Zepto at 24 percent.

Targeting Clean Formulations and Custom Packs

Instamart launched the push under its ‘Switch to Better’ program, which started in June. The campaign guides online shoppers toward partner labels that manufacture preservative-free items or use cleaner ingredient lists.

Suppliers are also developing custom pack sizes and distinct product variations built exclusively for Instamart. Those unique stock-keeping units make the platform’s catalog harder for competing rapid-delivery apps to replicate directly.

Rivals Squeeze Delivery Differentiation

India’s quick-commerce platforms previously competed almost entirely on delivery speed and basic grocery availability. With 10-minute drop-offs now standard across major metro areas, operators need product exclusivity to keep customers from toggling between rival apps for identical items.

Established e-commerce operators are intensifying that pressure. Both Amazon India and Flipkart have expanded their own rapid-delivery setups, adding capital and warehouse density to an already crowded field.

The next metric to monitor is whether dedicated SKU partnerships can help Instamart close the market-share gap with Zepto and Blinkit as new dark stores open across secondary cities.