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One in 10 Instamart baskets contains Noice products, according to a figure attributed to Instamart in an Economic Times report published October 5, 2026. The company also plans to double Noice’s food-entrepreneur partners and expand its assortment to more than 500 items. Those are announced targets, not confirmed completed milestones.
What is Noice on Instamart?
Noice is Instamart’s private brand, launched in 2025. The Economic Times describes it as a direct-to-consumer range spanning clean-label snacks, desserts, groceries, and beverages. Its report does not name individual products or provide prices, specifications, or current regional availability.
Instamart CEO Nandita Sinha said: “At Instamart, we’re building a differentiated, high-quality assortment that consumers can trust and brands can grow with. Noice is key to this ambition, giving India’s food entrepreneurs the platform, standards, and capital to scale,” as quoted by The Economic Times.
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What does “one in 10 baskets” mean?
The figure means Instamart says Noice products appear in one out of every 10 baskets on its platform. The Economic Times attributes the statistic to Instamart, but its report provides no methodology, timeframe, or independent audit. It should therefore be read as a company-reported basket-penetration claim, not an independently verified measurement.
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What is Instamart expanding Noice to?
At the time of the October 5, 2026 report, Noice worked with 75 food entrepreneurs across India. The announced expansion has two measurable aims:
- Partner base: Double the number of food-entrepreneur partners from the reported base of 75.
- Assortment: Grow the range to more than 500 items.
The report describes these as plans; it does not establish that either target has been reached. It also does not provide a current item count or a completion date for the assortment goal.
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How does entrepreneur financing fit into the announcement?
The Economic Times says Swiggy offered eligible Noice partner entrepreneurs access to up to ₹5 crore in credit, of which ₹2 crore had reportedly been disbursed in under a month. The article also reports an aim to support more than 100 entrepreneurs by the end of 2026. It does not detail eligibility, lending terms, lender arrangements, or the status of these figures after publication.
What the announcement does—and does not—establish
The figures point to Instamart’s stated effort to build a broader in-house food and grocery range with more entrepreneur partners. They do not, by themselves, show how basket penetration was calculated, which products are currently available in a particular location, or whether the planned expansion has been completed. The Economic Times also mentions wider Swiggy corporate developments, but those are separate context and do not establish additional details about Noice’s product range or performance.
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Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
