E-commerce giant Flipkart is stepping into the fast-paced realm of medicine delivery, aiming to deliver pharmaceuticals within 10 minutes. This move positions the company against its key competitors in the burgeoning quick commerce market, as reported by The Economic Times.

To comply with India’s strict drug regulations, which bar foreign-backed e-commerce platforms from holding inventory, Flipkart is partnering with registered local chemists in metropolitan areas. This strategic collaboration ensures regulatory compliance while leveraging Flipkart’s extensive logistics network for rapid deliveries.

The service, which began rolling out in March 2024, is already operational in Bengaluru, Gurugram, and select areas of Mumbai. Flipkart’s foray into this sector comes amid intensified competition. Swiggy Instamart recently teamed up with e-pharmacy giant PharmEasy to launch its own 10-minute medicine delivery service. BigBasket is reportedly planning a similar venture in partnership with Tata Digital’s 1mg.

The quick commerce segment is heating up as other players, including Zepto and Blinkit, are likely contenders for entering the pharmaceutical delivery space. Currently, Blinkit leads the quick commerce market with a 46% share, followed by Zepto at 29% and Swiggy Instamart at 25%, according to a study by Motilal Oswal.

Flipkart’s entry into the 10-minute medicine delivery space underscores the increasing convergence of e-commerce and healthcare, driven by consumer demand for convenience and speed. Whether this bold step can tilt the scales in Flipkart’s favor remains to be seen, but it signals a significant evolution in India’s quick commerce ecosystem.