Hello Ping fam 👋
For the longest time, quick commerce apps had a simple role:
👉 deliver brands
👉 not become one
But that line is starting to blur.
With Swiggy’s recently launched Noice, Zepto’s in-house labels Daily Goods and Relish, and BigBasket’s long-standing portfolio, quick commerce platforms are quietly stepping into a new role: they’re no longer just marketplaces - they’re becoming FMCG players.
Swiggy’s Noice Isn’t Just A Private Label
Swiggy’s Noice isn’t just another in-app product.
It’s a signal.
Launched on Instamart, the brand has already expanded rapidly - scaling from ~200 to 350+ SKUs across categories like snacks, beverages and ready-to-cook products. More importantly, Swiggy is building it like a consumer brand, not just a cheaper alternative.
Behind the scenes: partnerships with multiple manufacturers; higher-margin categories and expansion into food and perishables.
Because here’s the real math:
👉 third-party brands = ~10-15% margins
👉 private labels = up to ~35-40%
And suddenly, the incentive becomes very clear.
BigBasket Did This Before It Was Cool
If this feels new, it isn’t entirely. BigBasket has been running this play for years. Its in-house brands like: BB Royal, BB Popular and Fresho (now shut down) already contributed a significant chunk of revenue (35-40%).
In fact, its private label business alone is worth Rs 4,000 crore annually. The difference? BigBasket built private labels as a utility. Swiggy is trying to build them as brands.
Zepto & Blinkit Are Playing Too
Zepto has been aggressively building: Daily Good (staples) and Relish (food & meat). These aren’t side experiments - they’re part of a margin and retention strategy.
Meanwhile, Blinkit has also moved toward an inventory-led model, enabling it to push in-house products and control pricing better.
This Changes The Game For Everyone
This shift creates a new dynamic. Quick commerce platforms are no longer just:
👉 partners to FMCG brands
They’re becoming:
👉 competitors
Because when platforms control: what gets displayed, what gets promoted, what gets delivered fastest…and also sell their own products, they don’t just enable demand -
they shape it.
Ping’s POV
Quick commerce started as a logistics problem. How do we deliver faster?
Now it’s becoming a brand problem. What do we deliver - and whose brand wins? Because once platforms start owning products, the power shifts. From shelves…to screens. From brands…to platforms. And the most interesting part? The next big FMCG brand you buy
might not come from a legacy company.
It might come from the app that delivered it.
Thanks for reading Ping! Stick around — we’ll be pinging your inbox every Monday, Wednesday & Friday with fresh marketing stories, sharp insights, and fun takes from the world of brands.