Grofers has rebranded to BlinkIt, but what about the domain name?

Grofers, an online grocery delivery platform, has rebranded itself to a new name. The new name is BlinkIt. But, what’s the status of the domain name of their new and old names? 

When checked, was redirecting to BlinkIt’s domain name. However, what’s interesting is the choice of TLD. The new name does not rely on a .com domain name. Rather, the new domain name is Yes, they went for a .in extension. 

The reason behind this is twofold: One, the domain name was already taken. A check at redirected to Two, the company’s primary focus is on India. BlinkIt is backed by online food delivery company Zomato. Zomato’s rival Swiggy is going to invest $700 million in its own fast delivery company Instamart. The renaming is a part of the strategy to tackle its rival.


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