Grofers rebrands as Blinkit

The rebranding indicates its focus on quick commerce space.

 The rebranding comes months after the Albinder Dhindsa-led company launched an initiative to deliver groceries in 10 minutes

Grofers, an online grocery startup, has changed its name to Blinkit to emphasize its focus on India’s fast-growing quick commerce market.

“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, the company said in a blogpost Monday. “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.”

The rebranding comes months after the Albinder Dhindsa-led company announced a 10-minute grocery delivery initiative. The company now claims to process a million of these orders per week across 12 cities.

With a tweet, Deepinder Goyal, co-founder and CEO of Zomato praised the move. After co-leading a $120-million funding round in June that made the Gurugram-based company a unicorn, the restaurant discovery and food delivery company is said to be in talks to invest $500 million in Grofers.

Grofers competes in India’s booming rapid commerce industry with companies like Google-backed Dunzo, Swiggy’s Instamart, and Mumbai-based Zepto.


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