Instamart says Noice products appear in one in 10 of its baskets, according to an October 5, 2026, report by The Economic Times. The report describes this as a current basket-share claim, not an independently audited statistic. Noice also plans to double its food-entrepreneur partners and expand its assortment to more than 500 items; those are targets, not confirmed results.
What is Noice on Instamart?
Noice is Instamart’s private brand, launched in 2025. The Economic Times describes it as a direct-to-consumer brand covering clean-label snacks, desserts, groceries and beverages. The report names no specific products, prices, product specifications or regional availability, so it does not establish what an individual shopper can currently find in a particular location.
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Snacks and Relax | $1.29 | Buy on Amazon |
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Snacks and Relax | $1.29 | Buy on Amazon |
What does the one-in-10 figure mean?
Instamart says one in 10 baskets contains Noice products, as reported by The Economic Times. The report does not provide the statistic’s methodology, measurement period or an independent audit. It should therefore be read as Instamart’s reported basket-penetration claim, not as a verified measure of all customers’ buying habits or of Noice’s share of sales.
What is Instamart expanding Noice to?
The Economic Times reports that Noice worked with 75 food entrepreneurs across India at the time of publication. The announced expansion plans are to double that partner base and grow the assortment to more than 500 items. These are future goals; the report does not establish that either target has been met.
#1 Best Overall
Instamart CEO Nandita Sinha described the strategy this way: “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,” The Economic Times reported.
How does financing fit into the announcement?
The report says Swiggy financing for eligible Noice partner entrepreneurs can reach up to ₹5 crore in credit, with ₹2 crore reportedly disbursed in under a month. It also says the company aimed to support more than 100 entrepreneurs by the end of 2026. The report does not detail eligibility terms, lender arrangements or the status of those figures after publication, so they should be treated as reported financing claims rather than a guarantee of access or current availability.
Rank #2
What the announcement does—and does not—establish
The news points to an effort to broaden Instamart’s food and grocery assortment and bring more food entrepreneurs into Noice. It does not identify particular Noice items or confirm that the planned partner and assortment growth has happened. The basket statistic and business targets are claims presented in The Economic Times’ October 5, 2026 report, rather than independently verified figures.
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