Online grocery delivery firm Grofers, which promises its customers instant delivery in just 10 minutes, has rebranded itself as Blinkit as company bets big on quick commerce space. The name ‘Blinkit’ itself suggests that Grofers will deliver products with the blink of an eye.
The rebranding comes at a time when the Gurugram-based company is in talks to raise USD 500 million in a fresh round of funding from existing investor Zomato.
“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,” he wrote.
Earlier this year, the company launched the service across the top 12 Indian cities and pivoted 10-minute groceries delivery service in August. In July, Zomato invested $100 million (around Rs 745 crore) for acquiring a minority stake of over 9 per cent in Grofers.
“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,” said Dhindsa.
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“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,” he added.
Grofers is facing tough competition from foodtech giant Swiggy, which has upped its play in fast-delivery segment through its Instamart offering, and quick grocery delivery startup, Zepto which is ramping up its play in the space.
