Swiggy scales up Noice to expand private-label play

Swiggy’s Noice expanded its supplier base from 40 to nearly 70 contract manufacturers

- salman SH [e-mail]

The brand has moved beyond premium snacks and sweets, adding dairy, eggs, fresh foods, beverages and ready-to-cook items.

(REUTERS)

Swiggy’s private-label brand, Noice, which debuted on its quick-commerce platform Instamart, has expanded rapidly by adding contract manufacturers across various categories, including bakery, snacks, confectionery, dairy, eggs and perishable foods.

The push expanded Noice’s range and supplier base since August 2025. Two people aware of the company’s operations said Noice has grown from about 200 stock-keeping units (SKUs) to about 350 now, and from about 40 contract manufacturers to close to 70 over the same period, as Swiggy adds products across new categories.

What began as a small-batch, premium range, centred on Indian sweets, snacks, cookies, baked items sourced from small kitchens and manufacturers—has widened sharply in recent months as Noice adds more categories and partners, said the second person aware of Instamart’s operations.

“Recent additions include beverages, ready-to-cook items, and dairy and fresh items like eggs, dosa batter and paneer,” the person added.