Instamart’s Noice, however, appears to have taken a different path. Instead of focusing on staples it spans over 300 stock-keeping units (SKUs), including bread, paneerpickles, chips, kombucharegional sweet treats and dosa batter. Instead of affordability, it looks at premium pricing. For instance, a 100gm packet of Noice’s banana chips costs ₹59. In comparison, a 100gm pack of Chheda’s banana chips costs ₹32 and Modern Kitchens’ ₹43.
Data, design and dosa batter: How Instamart is turning your 10-min craving into a private label empire
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