Grofers rebrands as Blinkit to underscore quick commerce focus

Mumbai: Grofers, an online grocery startup, has rebranded as Blinkit to indicate its focus on the fast-growing quick commerce space in India.

"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, the company said in a blogpost Monday. "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."

The rebranding comes months after the Albinder Dhindsa-led company launched an initiative to deliver groceries in 10 minutes or less. The company now claims to be processing a million such orders every week across 12 cities.


Deepinder Goyal, co-founder and chief executive of Zomato Ltd., welcomed the move with a tweet. The restaurant discovery and food delivery firm is said to be in talks to invest $500 million in Grofers, after having co-led a $120-million funding round in June that made the Gurugram-based company a unicorn.

Grofers competes with the likes of Google-backed Dunzo, Swiggy's Instamart, and Mumbai-based Zepto in India's burgeoning quick commerce market.