News > Grofers founder explains why he rushed to rebrand the startup and his plans seem ambitious

Grofers founder explains why he rushed to rebrand the startup and his plans seem ambitious

19/12/2021 11:30 PM | Click to read full article

“We were doing it [rebranding and focusing on faster delivery] out of the mind that we either out-innovate [sic] ourselves, or we will become redundant,” founder and chief executive Albinder Dhindsa told Business Insider.

This why the company rushed with its rebranding exercise ⁠— changing the name of the company to Blinkit ⁠— taking it live within a week of deciding the name.

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