Swiggy's private-label brand, Noice, has rapidly expanded its product range and supplier base on its quick-commerce platform Instamart since August last year. Initially focused on premium Indian snacks, Noice now includes bakery, snacks, confectionery, dairy, eggs, and perishable foods, growing from 200 to 350 stock-keeping units and nearly 70 contract manufacturers. This expansion suggests Swiggy is developing Noice as a standalone brand, differentiating it from other platforms' private labels.