Grofers, an online grocery startup, has changed its name to Blinkit to emphasise its focus on India’s fast-growing quick commerce market.
“As Grofers, we learned a lot,” the company said in a blog post Monday, “and all of our learnings, our team, and our infrastructure are being repurposed to pivot to something with staggering product-market fit — quick commerce.” “As a new company, we’re moving forward today, with a new mission statement: “instant commerce indistinguishable from magic.” And we won’t be doing it as Grofers anymore; instead, we’ll 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 NSE 1.49 percent Ltd., 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 firm is said to be in talks to invest $500 million in Grofers.
Grofers competes in India’s burgeoning quick commerce market with companies like Google-backed Dunzo, Swiggy’s Instamart, and Mumbai-based Zepto.