Q-comm firms make fresh push with private labels

WITH THE LAUNCH of Noice by Swiggy Instamart, quick commerce platforms have expanded their private labels into perishable categories.

- ANEES HUSSAIN

So far, a focus on staples and packaged goods with higher shelf lives had defined the sector's house brand approach.

Zepto is also pushing its private labels into snacks and beverages, according to sources. The company has launched 'chyll' for ice cubes and juices, and 'aaha!' for snacks, sweets, cereals and batters. "Currently, we are present in select metro cities and plan on expanding across all markets in the coming days," said a person aware of the plans.

Swiggy is targeting a mix of traditional and ultra-modern snacks, bakery items, fresh dairy, sauces and other regional specialties with over 200 stock-keeping units sourced from 40+ small-scale manufacturers. Noice is available in the top 6 metros and a pan-India rollout is on the cards, according to sources. The firm does not intend to invest in manufacturing facilities for Noice, a senior executive has said.