Quick commerce 2.0: How Blinkit and BigBasket are racing beyond groceries into healthcare

India’s quick commerce landscape is evolving at an unprecedented pace. The industry now is looking to expand beyond traditional grocery and food delivery. In this, the integration of pharmacy and wellness services into quick commerce platforms is emerging as a powerful disruptor. Industry players like BigBasket and Blinkit are leveraging their agility to redefine consumer expectations, making medicines—and even ambulance services—available within minutes.

India’s Online Pharmacy Boom

India’s online pharmacy and wellness market, valued at $2.5 billion in 2024, is projected to soar to $7.9 billion by 2031, growing at a compound annual rate of 21%. According to a report by Elara Capital, “Quick delivery of medicines in the healthcare sector is an apt use case,” addressing a pressing consumer need for convenience and immediacy. This shift is set to challenge incumbents like MedPlus, PharmEasy, and NetMeds, which currently operate on longer delivery windows of six to 24 hours in metro cities.

Rapid Expansion of Services

BigBasket’s foray into quick medicine delivery and Blinkit’s recent launch of ambulance services exemplify the sector’s growing versatility. These developments highlight a crucial shift in quick commerce, where "higher order frequency and convenience" become key drivers of adoption.

“The success of these initiatives will depend on effectively navigating regulatory hurdles—such as storage, handling, and ensuring proper checks—as well as expanding the range of available medicines,” says Karan Taurani, a research analyst at Elara Capital. “Monitoring how medicines are offered through the dark store model or collaborations will be crucial. Additionally, gaining consumer trust will be key to rapid adoption.”

Blinkit’s ambulance service, currently operational in Gurugram, is all about prioritising affordability and social utility over profitability. The company has stated that its ambulances will be fully equipped to serve patients during critical times.

Meanwhile, BigBasket’s quick medicine delivery service aims to boost average order values (AOV) through larger cart volumes driven by recurring medical purchases. This marks a sharp departure from the impulse-buy nature of grocery orders, emphasizing planned, high-value transactions.

Quick Commerce Expands Beyond Healthcare

Beyond healthcare, quick commerce is also making inroads into consumer electronics and accessories, a segment valued at $35 billion in India. With quick commerce currently capturing just 1% of this market, there is significant room for growth. The report anticipates that 20-25% of the mobile accessories segment could shift to quick commerce within the next three to four years, driven by competitive pricing, timely delivery, and enhanced after-sales service.

“This shift will impact general merchandise and traditional players,” adds Taurani.

Blinkit’s Competitive Edge

While the quick commerce space is becoming increasingly crowded, Blinkit’s agility and operational efficiency give it a competitive edge. Backed by Zomato, Blinkit is expected to maintain its industry leadership through higher AOVs, broader product assortments, and superior take rates.

“We expect Blinkit to maintain its industry-leading position with higher AOVs, a wider range of assortments, and better take rates. It is unlikely to lose market share, even as Swiggy’s Instamart gains traction,” Taurani notes.

The evolution of quick commerce into a multi-faceted ecosystem—spanning food, wellness, electronics, and more—marks a new era of convenience. As platforms like Blinkit and BigBasket push the boundaries of what can be delivered, the implications for traditional retail and healthcare accessibility are profound.

For now, the race is on to capture India’s growing demand for speed and reliability in everyday essentials.