Blinkit is temporarily shutting down operations where delivery is not possible within 10 minutes.

Grofers, the online delivery platform popularly known as Grofers and now Blinkit, is limiting its operations in the country. The company announced on Monday that it will operate only at locations where it can deliver products to users within 10 minutes. Blinkit is temporarily suspending its services in areas where it cannot complete deliveries within the 10-minute time frame. Grofers recently rebranded itself as Blinkit. Swiggy’s Instamart, BigBasket, Dunzo and Zepto are the company’s major rivals in the sector.

Albinder Dhindsa, Founder and Chief Executive Officer of Blinkit, said in a blog post Through this, they announced to stop the service in those areas where they cannot deliver fast. Blinkit’s service will now be available only in areas where the company can deliver delivery to users in 10 minutes (or less).

Dhindsa said that this will have a huge impact on the size of our business and the number of customers. We think this will impact around 75,000 of our 200,000 daily customers.

He said that we are opening a new store every four hours and hope to serve all affected customers within four weeks. Users can check whether Blinkit’s service is available in their area by updating their exact location on our app.

Grofers started operations in 2013 as an online grocer. The company just last week rebranded itself with the name Blinkit.

Till now the company mainly focused on grocery delivery. It is said to have more than 100 partner stores or warehouses across eight cities. It currently reportedly has 2000 employees and processes over 10 lakh orders a week across 12 cities in India.

It is noteworthy that during the Covid era, people have increasingly moved towards online grocery shopping, which has directly benefited platforms like Blinkit. The company claims to provide delivery with complete safety and hygiene.