Bengaluru: PhonePe’s e-commerce platform Pincode has launched a 10-minute medicine delivery service in Bengaluru, Pune and Mumbai, marking its entry into fast-paced pharmaceutical delivery.
This decision by PhonePe signals a shift in India’s quick commerce sector from groceries to essential healthcare services.
From Groceries to Medicines
The move comes months after Pincode piloted its quick commerce model in several cities for groceries and other essentials. The platform now aims to widen its portfolio by delivering both over-the-counter (OTC) and prescription-based medicines.
Unlike several quick commerce players that rely on dark store models, Pincode enables real-time deliveries from local pharmacies. PhonePe stated that the service will be available 24/7 and will not charge customers a delivery fee. Discounts offered will be directly from partner pharmacies.
Prescription Support and Digital Consultations
To address regulatory and medical requirements, the platform allows users to add medicines even without a prescription. In such cases, a certified doctor will offer a free teleconsultation and issue a digital prescription, PhonePe said in its official statement.
This feature is designed to ensure compliance while also extending medical consultation services, particularly for users with limited access to offline healthcare.
Strengthening Local Pharmacies
Pincode CEO Vivek Lohcheb emphasised that the initiative supports neighbourhood medical shops by integrating them into the digital commerce network. This model attempts to bridge the digital gap for local businesses, which often face competition from larger e-commerce pharmacies.
Competitive Landscape Heats Up
Pincode’s latest launch enters a competitive space where players like Swiggy’s Instamart, Blinkit, and Zepto have already begun offering OTC medicine deliveries. Startups such as Zeno Health are also entering the market, with Zeno recently rolling out 50-minute deliveries in Mumbai after raising $25 million in Series C funding.
Meanwhile, platforms like Tata 1mg and Apollo 24/7 are piloting similar services. Flipkart is also reportedly exploring entry into the epharmacy segment.
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