Lagatar24 Desk
New Delhi, Dec.13: Grofers, an online grocery delivery service, said on Monday that it is rebranding itself as “Blinkit” to reflect its shift to quick commerce. The Zomato and SoftBank-backed startup launched its rapid commerce service with a 10-minute delivery guarantee.
“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… 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,” Blinkit said in a blogpost.
Notably, the company is already processing over a million orders a week, across 12 cities in India under the service.
“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 blogpost added.
Grofers announced last month that it would open 150 dark stores by December, bringing the total number of dark stores to 350, allowing rapid commerce to fulfil purchases in around 10 minutes. The company said at the time that it had a 3 million monthly order run rate and had grown 3.5 times in the previous two months, adding one million rapid commerce consumers.
A shift in consumer behaviour, the introduction of significant businesses like BigBasket and Grofers, and the advent of immediate delivery platforms are all contributing to the growth of quick commerce in India.
Swiggy, a food delivery platform, announced an investment of $700 million (about Rs 5,250 crore) in its rapid grocery delivery service, Instamart, earlier this month. Ola began testing a rapid delivery service for products like as groceries in Bengaluru last month. Dunzo is one of the other players in the market.
