Grofers Rebrands As Blinkit As It Moves To ‘Quick Commerce’

Online grocer Grofers has rebranded itself “Blinkit”, in line with its new focus on “quick commerce”, which essentially involves delivering customer orders much faster than it does currently.

After losing significant market share to BigBasket over the years, Softbank-backed Grofers decided to change its business model from the conventional grocer model to the quick-commerce model, in which goods are delivered in a much shorter time.

The supply chain disruptions triggered by the Covid-19 pandemic led to the emergence of a new sub-vertical in the online grocery segment — quick commerce, or q-commerce — the unique selling proposition of which was the promise of delivery within 10-30 minutes of ordering.

The focus of most of these ventures is on setting up micro-warehouses located closer to the point of delivery, and of restricting stocks at these “dark stores” to a focussed set of under 2,000 high-demand items, as against the traditional formula of well-stocked, large-format warehouses that are located on the outskirts of towns and cities.