One of India’s leading grocery delivery platforms, Grofers has reportedly rebranded itself to ‘Blinkit’. The new name signifies the company’s 10-minute delivery proposition amid the rising competition in the quick commerce space in India.
Speaking of the development, Albinder Dhindsa, CEO of Blinkit in a blog on Monday said,
“Once upon a time, a few months ago, we started on a journey to build the future of commerce with 10 minute delivery of most of the stuff our 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,”
“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 added.
Founded in 2013 by Albinder Dhindsa and Saurabh Kumar as Grofers, the company piloted its idea in Delhi-NCR before expanding to more cities and states across India. The company counts Swiggy Instamart, Zepto, and BigBasket as its competition among others.
According to the company, Blinkit is fulfilling around 1,25,000 order a day, and is also in talks to raise $500 million funding from its existing investor Zomato, India’s foodtech unicorn.
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