Instamart's Noice to double food entrepreneur partnerships with expanded product range

Noice, the food entrepreneur marketplace operated by Instant Brands' Instamart division, is targeting significant expansion of its vendor base and product offerings as it seeks to strengthen its position in India's competitive quick-commerce sector.

The platform currently partners with 75 food entrepreneurs and plans to double this number while simultaneously expanding its product range beyond current levels to over 500 items. This growth strategy aims to provide consumers with a wider selection of food and beverage options sourced from small-scale producers and home-based entrepreneurs.

To support this expansion, Noice has launched a financing programme designed to help food entrepreneurs access formal credit. The initiative offers loans of up to ₹5 crore, addressing a key challenge faced by small food business operators who often struggle to secure traditional bank financing due to lack of collateral or formal documentation.

The move reflects a broader trend among quick-commerce platforms in India to build sustainable networks of small suppliers while providing them with business development support and financial access. By formalizing credit availability, Noice aims to enable entrepreneurs to scale operations and maintain consistent supply standards.

Instamart, owned by SoftBank-backed Instant Brands, has positioned Noice as a key differentiator in the crowded quick-commerce market, leveraging locally-produced food products to appeal to consumers seeking artisanal and fresh options delivered rapidly to their doorstep.