Multiple customers have raised serious food safety concerns about Swiggy Instamart's private-label brand Noice, sharing photographs and videos on social media that allegedly show insects in flour packets, worms inside chocolates, and mould in cakes. The complaints, surfacing in New Delhi and circulating widely online, have intensified scrutiny of quality control and hygiene standards within India's fast-expanding quick-commerce sector.

Key Complaints From Customers

In one widely shared post, a customer claimed to have found flies inside a sealed, unopened packet of freshly ground atta ordered via Swiggy Instamart. The individual alleged this was a repeat occurrence with Noice-branded products. 'This is not the first time I am seeing issues with NOICE brand products ordered from SWIGGY,' the customer wrote, urging others to exercise caution.

A separate complaint involved a Noice French Chocolate Rocher, with a customer sharing a photograph allegedly showing a worm inside the product. The customer noted that a refund was processed after contacting support, but expressed disappointment given the product's premium positioning. 'Here is one of the worms in the chocolate. I did reach out to the customer care and they initiated the refund. But couverure chocolate is supposed to be high quality with coco butter, but didn't expect this,' the user stated.

A third complaint centred on a Noice-branded cake that allegedly contained mould, despite being marketed as a healthier option made with cleaner ingredients and without palm oil. The customer disclosed that a portion of the cake had already been consumed before the issue was discovered, raising concerns about possible health implications.

Refunds Issued, But Systemic Questions Remain

While affected customers confirmed that refunds were processed in each case after reaching out to customer support, several questioned whether isolated refunds were an adequate response. Critics have argued that reactive compensation does not address the underlying gaps in quality assurance or supply chain hygiene that may have allowed contaminated products to reach consumers in the first place. The pattern of repeat complaints points to a potentially systemic issue rather than isolated incidents.

Quick-Commerce Under the Microscope

The episode has reignited a broader conversation about accountability in India's quick-commerce ecosystem, where private labels have proliferated rapidly as platforms seek higher margins. Notably, private-label brands operate under the platform's direct responsibility — unlike third-party sellers — which places the onus of quality control squarely on Swiggy. This is not the first time India's quick-commerce players have faced scrutiny over private-label product standards; regulators including the Food Safety and Standards Authority of India (FSSAI) have previously issued advisories to e-commerce food sellers on storage and labelling compliance.

Swiggy Yet to Respond

As of the time of publication, Swiggy had not issued any statement or response to the allegations. The absence of an official comment has drawn further criticism online, with consumers and food safety advocates calling for greater transparency and third-party audits of private-label supply chains. How the company responds — and whether it conducts a formal product recall or supply chain audit — will likely determine the reputational trajectory of the Noice brand in the near term.