Online grocery delivery firm Grofers, has now changed its name to Blinkit amid rising competition in the quick commerce space.

Albinder Dhindsa, founder and the chief executive officer said that the company was doing 1.25 lakh orders on a daily basis. He also said that 10 minutes delivery was not just possible but a must in today’s fast-paced life so that people have time for more important things.

“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,” he added.

“Rebranding helps only when what is on offer is reinvented for the new future and new demands of the new consumer as well. If their service can match the demand of instant commerce, they sure will succeed,” said Harish Bijoor, founder of Harish Bijoor Consults Inc.

Swiggy’s founder and CEO Sriharsha Majety also said the company would invest $700 million in the instant grocery business Insatmart. Swiggy said it was clocking more than one million orders per week and would start 15-minute deliveries to top cities by January 2022.

The food delivery sector generates around three million orders per day in India on an industry level.

“Our approach is to see what consumers need in 10 minutes and fulfil those needs. We leverage a lot of local information because we have local partners who run these businesses. We get to know what sells in every locality. So, to that end, we are 10 minutes first-we will deliver anything that consumers need in 10 minutes,” Dhindsa said.

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