Grofers pivot to Blinkit and the power of candid feedback 💪
Sometime in 2020, during one of their catch-ups, Deepinder told Albinder plainly ‘The experience of using Grofers is … boring. Maybe even going to a kirana store is more fun than scrolling Grofers for discounted atta’
Deepineder wasn’t mocking, he was diagnosing.
And Albinder was absorbing it all. He had felt it too.
‘You need to give customers a dopamine hit’ Deepinder insisted
Couple of years earlier in Istanbul, Deepinder had tried a new app called Getit.
Their key differentiator? Ten -minute delivery.
Remembering that experience, Deepinder asked ‘What if… instant is the dopamine hit? What if Grofers isn’t a discount brand…but a speed brand?’
‘But Grofers is a bad brand name to be a speed brand. If you ever do this, you should consider rebranding too.’ Deepinder added.
Albinder didn’t respond immediately. But something in that exchange stuck. Deepinder’s offhand comment had unlocked a new framing.
Let me try something Albinder said.
He threw all his weight behind redesigning the order flow. The results were immediate and the team got hooked.
What came next for Grofers would change everything, in a blink 🙂
Source 📕: Unseen ~The untold story of Deepinder Goyal and the making of Zomato by Megha Vishwanath
