Grofers Becomes ‘Blinkit’ To Focussing Fast-growing Quick Commerce in India

Grofers, the grocery delivery unicorn, has acquired a new name, ‘Blinkit,’ to embrace a new business model to ensure quick delivery at least 10 minutes to mark its inroads in the country’s fiercely-growing eCommerce market. The company has taken on the fast-growing competition in the short commerce space as it plans on aggressive hiring of new employees. Reportedly, the company has been facing a fierce battle from its competitor, Swiggy’s Instamart, Zepto, Tata Group owned Big Basket, among others.

Commenting on the development, Albinder Dhindsa, CEO of Grofers, said,” The rebranding essentially showcases its new strategy that gels with its news mission statement to offer instant commerce indistinguishable from magic. Today, the company is marching ahead as a unique entity with a new mission statement. Hence, the latest milestones will be achieved through the new name called Blinkit.”

The idea to build a future of commerce with 10-minutes delivery came into the picture a few months ago, which aligns with most of our customers' everyday lives’ needs. Today, the company is successfully processing over a million orders across 12 cities in India, which is just a start of a new mission statement. In the journey to move ahead, the company has learned valuable lessons as Grofers. The past lessons, experiences, teams, and infrastructures are being repurposed into a targeted staggering product-market fit or quick commerce, added Dhindsa.

As the company is all set to explore a newer path of service and delivery, Dhinda reveals the company’s hiring plans. He said,” The company is eyeing to engage suitable people who can contribute their valuable skills as founders and not as employees. Dhindsa asked job seekers to send their resumes through an email if they want to secure a position with trust and conviction that will change their world in 10 minutes.

Local merchants were putting in their investment to set up these stores, with Grofers helping finance many of the merchants, remarked Dhindsa in an earlier interaction.

Raising The Competition Bar

The new development will fuel the competition war from its instant competitor Swiggy, the Foodtech giant that focuses on offering 15-minutes delivery through its instamart offering, and quick grocery delivery startup, Zepto in the space.

Earlier, Swiggy is in the midst of raising larger funding round as it is going to invest $700 million in its express grocery delivery service Instamart as it aims at doubling down on non-food delivery categories.