Swiggy has launched Noice, a private label brand that's popping up across categories on Instamart. But is this a genuine brand-building play or just another experiment destined for Swiggy's product graveyard?

In this episode, co-hosts Praveen Gopal Krishnan and Rohin Dharmakumar are joined by Sandeep Nair, co-founder of brand strategy consultancy David & Who and former Swiggy marketing director, and Mrunmayi Oke, SVP of Strategy at Zilo and former head of business at Dunzo. Together, they debate whether Noice is Swiggy's answer to Kirkland or closer to Amazon Solimo with ‘truck-style’ packaging.

The conversation explores short-term performance metrics and long-term brand building, why most private labels fail, what makes retailers like Costco and Aldi succeed, and whether Swiggy has the organisational discipline to stick with this strategy. They also discuss the economics of private labels and what it takes to build a brand that consumers actually trust.
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This episode of Two by Two was produced by Uddantika Kashyap and mixed and mastered by Rajiv CN, our resident sound engineer.

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Additional reading:

1. Swiggy used to be a playground for innovation. Now, it’s a graveyard by Gaurav Bagur

2. Pepsi’s biggest bottler is pouring more cola to fight Reliance’s Campa by Aakriti Bhalla

3.  Two by Two episode 5- Swiggy needs to reclaim its past glory

4. Two by Two episode 26- Zomato, Swiggy, and the rise of the 10-minute "dark" cafe

5. Two by Two episode 45- Are we seeing the unbundling of quick commerce?

6. Two by Two episode 72- Can Urban Company avoid BigBasket’s fate?