Swiggy-owned quick commerce platform expands health offerings as protein deficiency remains high in India
Instamart, the quick commerce arm of Swiggy, has introduced a dedicated protein section on its platform and added Only What’s Needed (OWN), a clean-label nutrition brand founded by health advocate Revant Himatsingka, better known as “Food Pharmer.”
The tie-up marks the brand’s debut on a quick commerce platform, with its whey protein now available for delivery in under 10 minutes. The new category aims to help users discover high-protein products more easily amid rising consumer focus on fitness and nutrition.
“With 70% of India still protein-deficient, this partnership is a step towards simplifying how the country consumes protein. Now, OWN Whey Protein is just a tap away on Instamart, tested, verified, and delivered in 10 minutes”, Himatsingka said. He added that the collaboration with Instamart was based on maintaining price parity with the brand’s website and ensuring transparency around nutrition.
According to the Indian Market Research Bureau, around 73 per cent of Indian diets are protein-deficient. The collaboration aims to improve access to quality protein products while addressing a key dietary gap among urban consumers.
Swiggy Co-founder and CGO Phani Kishan Addepalli said the partnership was driven by shared values of trust and accessibility. “Convenience got us here. Trust will take us further,” he wrote on LinkedIn.
Introduced earlier this year, Only What’s Needed offers whey protein made with four ingredients and tested across seven parameters for safety and label accuracy. The brand has gained attention for promoting simpler, transparent nutrition choices.
