Online Grocery Delivery Service Grofers Rebranded as Blinkit, Promising 10-Minute Delivery

NEW DELHI: Grofers, an online groceries delivering service, has renamed as Blinkit to emphasise its commitment on rapid commerce and 10-minute supermarket delivery.

The makeover comes months after the business announced a 10-minute grocery delivery strategy. "As Grofers, we learned a lot, and all of our lessons, as well as our people and infrastructure, are being reconfigured to pivot to something with incredible product-market fit - fast commerce."

Therefore, as a new firm, we're moving forward with a new goal statement: "instant commerce indistinguishable from magic." And we won't be doing it as Grofers anymore; instead, we'll be doing it as Blinkit," Albinder Dhindsa, Grofers' co-founder and CEO, said in a statement.

After financing over $120 million from food aggregator Zomato Ltd, Grofers has recently achieved unicorn status, or a $1 billion valuation.

"We require individuals who could really feel like entrepreneurs" (and not like employees). If you're reading this and want to work for a firm that will believe in you and enable you to change the world in ten minutes," Dhindsa said.

Grofers has seen a huge increase in popularity in the last year as various Indian governments imposed tight lockdown regulations in order to stop the virus from spreading.

Meanwhile, Swiggy, an online food delivery business, recently announced a $700 million investment in its quick grocery delivery service Instamart as part of a strategy to expand into non-food delivery categories. 

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