Grofers has launched a ten-minute online grocery delivery service in ten cities, at a time when Indians are flocking to the internet in unprecedented numbers. Grofers, founded in 2013 is an online grocery delivery service based in Gurgaon. SoftBank, Tiger Global, and Sequoia Capital were among the investors who contributed $535.5 million to the company in 2018.

Customers in Delhi, Gurugram, Mumbai, Bengaluru, Hyderabad, Kolkata, Jaipur, Ghaziabad, Noida, and Lucknow can now order over 7,000 everyday basic items from Grofers.

"Today, we launched our 10th city with the promise to deliver groceries within minutes to your doorstep. While our average delivery times are still hovering around the 15-minute mark, our eventual vision is to be below 10 minutes for every customer in India," the hyperlocal startup said in a blogpost on Tuesday. It is "confident" of making deliveries under 10 minutes for a majority of its customers within the next 45 days.

Grofers' founder and CEO, Albinder Dhindsa, tweeted “We are now delivering groceries in 10 minutes in 10 cities. Our next goal is to bring the delivery time to below 10 mins for the majority of our customers within the next 45 days. If we don't serve your area yet, we will be there very soon. “

Online grocery has been one of the fastest-growing areas in India's consumer e-commerce space, and its expansion has been aided by the country's increasing internet penetration. As people seek the ease and safety of buying from home, the pandemic has boosted e-commerce adoption.

Zomato proposed purchase of a 9.3 percent interest in Grofers was approved by the Competition Commission of India (CCI) last week. As part of its online grocery push, the foodtech giant invested $100 million (about Rs 745 crore) in Grofers last month for a minority share.