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18 Dec 2021

Can Blinkit do what Grofers couldn’t? Making sense of Albinder Dhindsa’s instant-delivery pivot.

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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