Grofers rebrands itself as Blinkit, with promise of deliveries in 10 minutes

Grofers rebrands itself as Blinkit, with promise of deliveries in 10 minutes

New Delhi, December 13, 2021

Online grocery delivery company Grofers has rebranded itself as Blinkit with focus on quick commerce and deliveries in ten minutes.

The rebranding has come within a few months after the company set out on a journey to build the future of commerce with 10-minute delivery of most of the stuff its customers need in their daily lives.

"Today, we already process over a million orders a week, across 12 cities in India. And this is just a start, Albinder Dhindsa, co-founder and CEO of the company, said in a blog post.

"We learnt a lot as Grofers, and all our learnings, our team, and our infrastructure is being repurposed to pivot to something with staggering product-market fit – quick commerce. Today, we are surging ahead as a new company, and we have a new mission statement – 'instant commerce indistinguishable from magic'. And we will no longer be doing this as Grofers – we will be doing it as Blinkit," Dhindsa said.

IANS adds:

Grofers had recently attained unicorn status, or $1 billion in valuation, after raising over $120 million from food aggregator Zomato Ltd.

The company has seen a sharp surge in its popularity in the past year as several Indian states enforced strict lockdown restrictions to contain the spread of the COVID-19 pandemic.

Meanwhile, online food delivery platform Swiggy recently said that it would invest $ 700 million in its express grocery delivery service Instamart as it looks to double down on non-food delivery categories.


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