Grofers rebrands as Blinkit

Grocery delivery app, Grofers announced it would be rebranding itself to ‘Blinkit’. The move, the company explained in a blog post, is synonymous with its vision for quick commerce. The name reflects its endeavour of getting groceries delivered within ten minutes, reflective of the ‘blink of an eye.’

The Zomato and SoftBank-backed company had started its quick commerce service with a 10-minute delivery promise a few months ago.

Albinder Dhindsa, CEO of Grofers said in a blog post that the rebranding of the company essentially portrays its new strategy with its news mission statement “instant commerce indistinguishable from magic”.

“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,” Grofers CEO 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,” he added.

Grofers had recently attained unicorn status or $1 billion in valuation, after raising over $120 million from food aggregator Zomato Ltd. and existing investor Tiger Global Management as a part of an ongoing raise, earlier this year.

Last month, Grofers had said it planned to open 150 dark stores by December, taking the total count to 350, for quick commerce to deliver orders in about 10 minutes. At that time, Grofers had said it had a 3 million monthly order run rate and had logged growth of 3.5 times in the last two months while gaining one million quick commerce users.

While traditional e-commerce deliveries take a day or longer, quick commerce (or q-commerce) enables customers to get small quantities of goods to customers in a shorter period of time.

According to a RedSeer report, the quick commerce sector in India is expected to grow to $5 billion by 2025 from the current $0.3 billion.

Now, the company faces tough competition from food tech giant Swiggy, which is focussing on 15-minute delivery through its Instamart offering, and quick grocery delivery startup, Zepto which is ramping up its play in the space.

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