E-commerce major Flipkart is preparing to launch the ‘Flipkart Minutes’ brand, a rapid medicine delivery service, that aims to fulfill orders within 10 minutes. This initiative is likely to debut under the Walmart-owned e-commerce giant as the first player in the quick commerce sector to deliver prescription medicines.
Flipkart has started onboarding local pharmacies in metro areas to supply medicines through its platform. The company will rely on its last-mile delivery network to ensure fast service. These partnerships are crucial for complying with Indian regulations, which prevent foreign-backed e-commerce firms from owning inventory. Registered chemists with the necessary licenses can participate in the program.
Flipkart is eager to establish Flipkart Minutes as a full-scale quick commerce platform. The entry into medicines taps into an underserved category, where competitors currently offer delivery times ranging from one hour to several days. Partnering with licensed pharmacies, Flipkart can focus on logistics while providing a high-demand product category, the source added.
Quick commerce for medicines could offer higher margins than groceries or food delivery.
Flipkart Minutes is a broader strategy to deepen its presence in the quick commerce and online pharmacy sectors. These segments are led by players like Netmeds (owned by Reliance Retail), Tata 1mg, and Apollo Pharmacy. Flipkart’s foray into health began in 2021 by acquiring a majority stake in SastaSundar Marketplace, which operated an online pharmacy and healthcare platform.
Flipkart is entering a highly competitive quick commerce space, which includes established players like Zomato’s Blinkit, Swiggy’s Instamart, BigBasket (Tata Group), and Zepto. While Amazon has yet to launch a quick commerce service, it remains a strong competitor in grocery delivery through Amazon Fresh.
Flipkart Minutes operates in Bengaluru, Delhi-NCR, and Mumbai, with plans to expand to 8-10 major cities, including Kolkata, Pune, Hyderabad, and Chennai. Flipkart partners with local stores and marketplace sellers, offering free delivery and a broader selection compared to rivals
Grant Thornton Bharat project reports India’s quick commerce market will nearly triple, growing from $3.34 billion in 2023 to $9.94 billion by 2029. The sector witnessed a 76 percent year-on-year growth in 2023-24, underscoring the opportunities for players like Flipkart.
Input from various sources
(Rehash/Dr. Swati Sharma/MSM)