Grove is a standard of cable design created by seedstudio as you have noticed.
It uses a 4 pin JST-PH connector with a 2mm centre between pins.
There are 2 main cables latching and non latching. Latching is used for sensors and actuators that need to be connected to controllers where as non latching is needed to plug into the controller (M5Stack/ SeeedStudio Wio).
You just need to snip the latch off of one end of the cable to plug into controllers or devices tat have the clip covered.
There are also 2 varients of the cable on the market one has the colours Black, Red, White, Yellow, and the other has Black, Red, Yellow, White.
There are however additional Seeedstudio/M5Stack cables that are
Grove 2 Grove,
Grove 2 Stemma,
Grove 2 Dupont Male,
Grove to dupont Female.