Zomato-backed Grofers rebrands itself as Blinkit

Zomato-backed online grocery delivery platform Grofers has rebranded itself as Blinkit, indicating its focus towards a 10-minute grocery delivery service.

The announcement comes three months after it raised $100 million or Rs 740 crore from a foodtech company Zomato. The transaction took place after the Competition Commission of India (CCI) approved Zomato’s investment in Grofers.

Meanwhile, The online grocery delivery firm is also in talks to raise another $500 million in a new round from its existing backer Zomato.

In August 2021, Grofers had launched its 10-minute quick delivery service in 10 cities, including Delhi, Mumbai, Jaipur, Bengaluru, Hyderabad, Kolkata, Jaipur, Ghaziabad, Noida, and Lucknow.

Speaking on the development, Albinder Dhindsa, Co-Founder & CEO of Grofers, said:

“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. 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.”

Albinder further added that Grofers has already processed over a million orders a week, across 12 cities in India, “and this is just a start.”

The rebranded name suggests that deliveries will take place in the blink of an eye. Albinder in a blog added that the company is scaling up its q-commerce or quick commerce, and it sincerely believes that q-commerce is the future of commerce.

“We need people who can think like founders (and not like employees). If you are reading this, and you want to join a company which will trust you and empowers you to change the world in 10 minutes,” Dhindsa added.

“We sincerely believe q-commerce is the future of commerce. We do not take that statement lightly. Imagine as a user, you have a magical cupboard in the house and you can open it and retrieve what you need when you need it. This is what q-commerce is all about. Our purpose as a company is to make sure the cupboard is always available to you and the products in the cupboard are exactly what you need,” Albinder Dhindsa said in one of its blog posts.

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