Instamart's NOICE to offer food entrepreneurs formal loans of up to Rs 5 crore
Instamart's clean-food private brand NOICE will double its food entrepreneur partners and expand its range to over 500 products.
NOICE, Instamart's clean-food private brand, today announced the next big phase of its growth. The company will double the number of its food entrepreneur partners and expand its range to more than 500 products. The expansion is meant to build a stronger ecosystem for food entrepreneurs in India.
The announcement was made at a partners' event attended by more than 100 food entrepreneurs. Swiggy Group CEO Sriharsha Majety and Instamart CEO Nandita Sinha presented NOICE's plans for new product categories there. These include powdered spices, staples, grains and dairy alternatives. The new categories will give entrepreneurs and manufacturing partners fresh opportunities to innovate, raise production capacity, meet growing customer demand and launch distinctive products in the market.
While expanding its portfolio of entrepreneurs and products, NOICE is also giving greater weight to quality, food safety and hygiene standards. Manufacturing partners that meet the internationally recognised FSSC 22000 standards are being given priority. To help partners reach these standards, NOICE has started a financing programme. Under it, eligible entrepreneurs will receive formal loans of up to Rs 5 crore. The money can be used to develop new products, raise production capacity and improve quality.
The programme is run through Swiggy Financial Services, which is operated by Swiggy Neocap Pvt Ltd, in partnership with SIDBI, Axis Bank and InCred Finance. Funds worth Rs 2 crore have been disbursed in under a month. The target is to help more than 100 entrepreneurs by the end of 2026.
Nandita Sinha, CEO of Instamart, said: "At Instamart, we are building a distinctive, high-quality product range that customers can trust and that gives brands a chance to grow. NOICE is an important part of this ambition. NOICE is providing India's food entrepreneurs with a platform, high standards and capital to grow their businesses. By linking strict quality standards with access to formal credit, we are not only making individual businesses ready to grow, we are building a stronger ecosystem for food entrepreneurship in India. This opportunity excites us the most."
NOICE was launched in 2025. Since then it has built a distinct identity by focusing on freshness. The brand's main aim is to bring fresher products to customers while maintaining quality. Every product is made with taste at its centre, so that customers can feel the difference themselves.
NOICE now partners with 75 food entrepreneurs across the country. Their products range from fresh bread, paneer and batter to regional snacks, sweets, beverages and staples. In just one year, NOICE has reached more than 9 million customers, and it has SKUs in more than 46 categories. One in every 10 orders on Instamart today contains a NOICE product. NOICE customers order 1.5 times as often as the platform's average customer, and their retention rate is 10 percentage points higher than the platform average.
