Instamart, the quick commerce arm of Swiggy, has launched a dedicated protein category to meet the growing consumer appetite for health and nutrition-focused foods. The move marks a strategic expansion into functional foods, a segment gaining strong momentum among urban consumers.
The launch coincides with the debut of Only What’s Needed (OWN), a protein brand founded by health influencer Revant Himatsingka, popularly known as Food Pharmer. OWN joins Instamart’s platform as part of its curated health portfolio, designed to make protein-rich products more discoverable and accessible to a wider audience.
The newly introduced section will feature an assortment of products catering to various dietary preferences and price points, allowing consumers to explore convenient, high-quality protein options without compromising on transparency or taste. The initiative reflects Instamart’s growing focus on health-conscious assortments, following rising demand for nutrition-led foods, supplements, and beverages across Indian metros.
“Making protein more accessible to India took time, transparency, and a shared vision,” said Phani Kishan Addepalli, co-founder and chief growth officer of Swiggy. “Convenience helped us reach here, but it’s trust that will take us further,” he added, emphasizing the company’s focus on maintaining quality while expanding its product range.
Industry experts say the entry of platforms like Instamart into specialized nutrition categories signals a shift in consumer behaviour, as urban households increasingly look for quick yet mindful food choices. By integrating brands like OWN, Instamart aims to strengthen its position as a one-stop destination for everyday essentials and wellness products alike.
With health and convenience continuing to shape food consumption trends, Instamart’s protein push reflects how quick commerce players are evolving beyond impulse-driven grocery deliveries toward more value-led, lifestyle-oriented offerings for India’s growing health-conscious audience.