**Swiggy’s Noice Expands Product Range and Supplier Network**
Noice, Swiggy’s private label, has significantly broadened its product offerings and supplier network since August of last year. According to sources familiar with the company’s operations, Noice has increased its stock-keeping units (SKUs) from approximately 200 to around 350 and expanded its contract manufacturers from about 40 to nearly 70 during this period. This growth aligns with Swiggy’s strategy to diversify its product categories.
Initially focused on a small-batch, premium range of Indian snacks, sweets, cookies, and baked goods sourced from local kitchens, Noice has rapidly expanded its portfolio. Recent additions now include beverages, ready-to-cook items, and fresh dairy products such as eggs, dosa batter, and paneer.
Industry experts note that while many quick-commerce platforms, including BigBasket, Blinkit, and Zepto, have established private labels, Noice’s aggressive expansion indicates that Swiggy is positioning it as a distinct brand rather than just a cost-effective in-house label. To bolster this initiative, Swiggy has recruited experienced professionals, including Royan Mody, the former director of private labels at Flipkart, to lead Noice, and Mayur Hola, who previously held global brand roles at OYO, as vice-president of brand across Swiggy’s various businesses.
Despite the rapid growth, quick-commerce platforms face challenges in achieving consistent profitability. Swiggy’s Instamart reported an adjusted revenue of ₹1,038 crore for the July–September quarter, a significant increase from ₹513 crore the previous year. However, its adjusted EBITDA loss also widened to ₹849 crore from ₹359 crore, impacting Swiggy’s overall financial performance. Similarly, Zomato’s Blinkit saw a slight reduction in its adjusted EBITDA loss, while Zepto doubled its sales but experienced a substantial increase in net losses, highlighting the competitive pressures in the market.
In summary, Noice’s expansion from 200 to 350 SKUs and the increase in manufacturing partners from 40 to 70 within a year underscores Swiggy’s commitment to building a robust private-label brand. The hiring of industry veterans further emphasizes this strategic direction, as private labels typically offer significantly higher gross margins compared to third-party brands. However, this approach may lead to potential conflicts with direct-to-consumer brands and established FMCG players if Swiggy prioritizes its own products in search results.
**FAQ**
**What is Noice and how has it expanded?**
Noice is Swiggy’s private label that has grown its product range from 200 to 350 SKUs and increased its manufacturing partners from 40 to 70 since August last year, diversifying into new categories like beverages and ready-to-cook items.
