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Synopsis
It took several years and hundreds of millions of dollars to build the Grofers brand. But the lure of quick commerce has prompted the founder to scrap the brand and start afresh with a new one. This is Albinder Dhindsa’s attempt to deal with competition and funding challenges in one stroke.
A complete business pivot of a unicorn startup is rare enough. Combining that with rebranding is rarer. That meant eyebrows were raised when earlier this week Grofers, the online grocery-delivery company, metamorphosed to a horizontal quick commerce startup, Blinkit.With this, founder Albinder Dhindsa is moving away from the core business and the brand he built over eight years. Powered by a network of darkstores and a fleet armed with several
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