Livemint

Data, design and dosa batter: How Instamart is turning your 10-min craving into a private label empire

Private labels are usually invisible and price-led. But Swiggy Instamart wants them to be visible and aspirational. By blending hyperlocal data with bold design, Swiggys Instamart is trying to build an FMCG food and beverages brand within its delivery app ecosystem.