Grofers adopts new name, Blinkit, to show how business direction is changing

Zomato-backed online grocery delivery business Grofers renamed Blink to indicate its orientation on the fast trade or the grocery delivery space in 10 minutes.

The rebranding comes months after the company launched an initiative to deliver groceries in 10 minutes or less.

“We have learned a lot as Grofers, and all of our learnings, our team and our infrastructure are reallocated to pivot into something with an astounding fit to the product market – fast trade. Today we are moving forward as a new business, and we have a new mission statement – “instant trading is no different from magic”. And we won’t do it as Grofers anymore – we will do it as Blinkit, ”Albinder Dhindsa, co-founder and CEO of Grofers, said in a statement.

Grofers had recently achieved unicorn status or a billion dollar valuation, after raising over $ 120 million from a food aggregator Zomato Ltd.

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

Grofers has seen a surge in popularity over the past year as several Indian states have imposed strict lockdown restrictions to contain the spread of the virus.

Meanwhile, online food delivery platform Swiggy recently announced that it will invest $ 700 million in its Instamart express grocery delivery service as it seeks to double the non-food delivery categories.

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