Grofers,an online grocery startup, has rebranded as Blinkit to show its focus on the fast-growing quick commerce space in India.

The E-grocery unicorn, Grofers will, as the company places big bets on the quick commerce or 10-minute grocery delivery space, company founder Albinder Dhindsa said.

"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, the company said in a blogpost Monday."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."

The rebranding comes months after the Albinder Dhindsa launched an initiative to deliver groceries in 10 minutes or less. The company now asserts to be processing a million such orders every week across 12 cities.

So fastly commerce is growing in India and the shift in consumer behaviour leads to the entry of big players like BigBasket and Grofers, and rise of instant delivery platforms.