Grofers, Renamed As Blinkit Promises Delivery in Just 10 Minutes

Grofers, an online grocery delivery service that promises 10-minute delivery, has changed its name to Blinkit in response to increased competition in the quick commerce space. Grofers is an online grocery and lifestyle products marketplace that connects consumers with local retailers. 

Grofers' rebranding suggests that products will be delivered in the blink of an eye. The news comes as the company is in discussions with existing investor Zomato to raise $500 million in a new round of funding. 

According to the media, Albinder Dhindsa, the company's founder and chief executive officer, stated that the company processes 1.25 lakh orders per day. 

He also stated that in today's fast-paced world, 10-minute delivery is not only possible but necessary in order for people to have time for more important things. 

Dhindsa said in a blog on December 13, that "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.” 

Further, he said, "We learned 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".  

On the other hand, Harish Bijoor, founder of Harish Bijoor Consults Inc, said that “Rebranding helps only when what is on offer is reinvented for the new future and new demands of the new consumer as well. If their service can match the demand of instant commerce, they sure will succeed".