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New Delhi: Online grocery delivery firm Grofers has rebranded as Blinkit to focus on quick commerce or 10-minute grocery delivery space.
The rebranding comes months after the company launched an initiative to deliver groceries in 10 minutes or less.
"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 Dhindsa, Co-founder and CEO of Grofers, said in a statement.
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Recently, the food deliver app had attained an unicorn status after raising over $120 million from food aggregator Zomato Ltd.
"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 empower you to change the world in 10 minutes," Dhindsa added.
Grofers has witnessed a sharp surge in its popularity in the past year as several Indian states enforced strict lockdown restrictions to contain the spread of the virus.
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