Hyperlocal grocery platform Grofers has decided to rebrand itself as Blinkit as it bets big on the quick commerce space.

“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,” wrote co-founder and CEO, Albinder Dhindsa, in a blogpost on Monday.

“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,” he added.

The start-up, which began its 10-minute delivery a few months ago, said it is already processing over a million quick commerce orders weekly across 12 cities in the country.

Dhindsa also said the company is ramping up hiring.

In August, the e-grocery start-up raised $120 million from food aggregator Zomato to achieve unicorn status.

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