Since the internet has become accessible to all, we have entered into an era where the online industry is coming up with something new every other day. From social media apps to online food delivery apps and now the instant delivery service, the internet has become an essential factor in the online service industry.
The latest innovation of this industry is the 10-minute instant delivery that was made famous in India with the online grocery delivery app ‘Grofers’. It was later rebranded as “Blinkit” in 2021. Today, it has become a popular name in online instant delivery apps.
Let’s know more about the journey of Blinkit:
This company was founded in the year 2013 in December by Albinder Dhindsa and Saurabh Kumar. They both met while working at the same company in the USA. During that time, they came up with the idea of a startup that provides its users with a single solution for whatever they want to be delivered at home. After brainstorming and developing a full-fledged startup idea, they started ‘Grofers’.
It is an e-commerce and online shopping app headquartered in Gurugram, Haryana. It offers instant deliveries of everyday items like food, beverages, vegetables, fruits, bakery, baby care items, etc. Its services are available pan India.
From Grofers to Blinkit
After serving its customers for eight years, Grofers rebranded itself as “Blinkit” in 2021. Abinder Dhindsa made this move to keep up with the company’s motto. The motto of Blinkit is ‘to deliver grocery items within the blink of an eye’.
This rebranding changed the whole identity of Grofers. Using brand colours like orange and white shifted to yellow, green, and black. It helped the brand to create a different recall value than Grofers.
The main goal of Blinkit is to deliver groceries and other items within 10 minutes of placing an order. However, it faced a lot of criticism behind this move. People accused them of being ignorant of their delivery partners.
To tackle this, they clarified that the 10-minute delivery service is a well-planned move of the company. To make sure that the delivery is made within the said time, Blinkit has partner stores in almost all major parts of India. All of them are generally located at about 2 Km. This helps the delivery partner to pick up the orders from these stores and deliver them to the customers within 10 minutes.
Zomato Blinkit Acquisition
On June 24, 2022, Zomato acquired Blinkit in a deal worth INR ₹4447 crores. This acquisition took place after a year-long process of making Zomato’s board agree to the merger. Zomato has been a popular online food delivery app alongside Swiggy.
As per Zomato’s CEO- Deepinder Goyal, this move is an effort to be in the business in the long run. Currently, instant delivery services have been witnessing growth. Acquiring Blinkit will not only open new doors for Zomato but will also help it grow shortly.