Bengaluru, March 8 -- Recently, Anupama, a 28-year-old lawyer in Bengaluru, was scrolling through quick commerce (q-commerce) company Swiggy Instamart's app when a thumbnail of a packet of banana chips caught her eye. The brand, Noice, was priced slightly higher than some of the other options on the screen, including national labels she had grown up with.

"It didn't look like a typical grocery brand at all. It felt more like something you'd pick up at a boutique food store," Anupama told Mint. Price was not a factor but the presentation on the screen definitely was. Like a moth to a light, the bright yellow colour drew her in and she tapped on it.

That instinctive and irrational add-to-cart moment is exactly what Swiggy is betting Noice...