PhonePe Pincode begins 10-minute medicine delivery program

179

PhonePe Pincode delivery program has taken a bold leap into the healthcare segment by launching a 10-minute online medicine delivery service. As a part of its expanding quick commerce play, PhonePe’s hyperlocal ecommerce platform Pincode has now made medicines accessible round-the-clock in Bengaluru, Mumbai, and Pune. This pilot program offers both prescription and OTC medicines to customers, sourced directly from local pharmacies. Notably, the Pincode app does not rely on a dark store model. Instead, it partners with trusted neighborhood pharmacies, enabling faster delivery, enhancing local economic ecosystems, and reinforcing the presence of medical shops in the digital economy.

Customers can even place orders without prescriptions by selecting the ‘no prescription’ option, following which a certified doctor provides a free consultation and digital prescription. Vivek Lohcheb, CEO of Pincode, emphasized that the move aims to democratize access to medicines, improve healthcare delivery, and empower local pharmacy businesses. This unique model distinguishes Pincode from competitors like Swiggy Instamart, Zepto, and Blinkit, which primarily offer OTC products. The broader shift toward rapid healthcare delivery is gaining momentum across India’s quick commerce space, as e-pharmacy giants like Flipkart and Tata 1mg also test express medicine delivery options.

With this rollout, PhonePe Pincode delivery program sets a new benchmark in healthcare accessibility, speed, and trust. The company’s innovative ecosystem now addresses urgent healthcare needs with a human-centric approach while continuing to back India’s digital commerce transformation.

1. Introduction to PhonePe’s Quick Commerce Journey

1.1 The Working Model of Pincode

PhonePe Pincode delivery program operates on a hyperlocal ecommerce framework. The platform connects customers with nearby local medical stores in real-time. Once an order is placed, a partner pharmacy close to the user’s location fulfills it, ensuring delivery in under 10 minutes.

This model eliminates the need for dark stores, reducing overheads and improving efficiency. Instead of a centralized warehouse, it leverages existing retail infrastructure for faster execution.

1.2 Revenue Strategy and Monetization

Currently, Pincode’s revenue model depends largely on strategic collaborations with local sellers and value-added services. While the medicine delivery service comes with no delivery charges, Pincode is expected to gain through volume-driven pharmacy partnerships and data-backed commercial collaborations in the future.

Additionally, the company benefits from increased customer stickiness through essential services and potential subscription-based models in healthcare consultations down the line.

1.3 Backing and Founding Team

Pincode was launched in 2023 by PhonePe, one of India’s most prominent fintech platforms. PhonePe itself was founded in 2015 by Sameer Nigam, Rahul Chari, and Burzin Engineer. The fintech unicorn has been a pioneer in UPI-based payments and now seeks to dominate the hyperlocal ecommerce space through Pincode.

Vivek Lohcheb, who leads Pincode, brings deep experience in retail and commerce. Under his leadership, Pincode is swiftly transitioning from a buyer-side app to a seller-side ecosystem that empowers local merchants.

2. The Service Rollout and Value Proposition

2.1 The Pilot Cities and 24/7 Availability

As part of its initial rollout, the PhonePe Pincode delivery program has gone live in Mumbai, Pune, and Bengaluru. The platform promises uninterrupted, 24-hour access to both OTC and prescription-based medicines.

2.2 No Prescription? No Problem

For users without a prescription, Pincode offers a unique, compliant mechanism. Customers can place an order by selecting the “no prescription” option. Immediately afterward, a certified doctor connects with them for a free video consultation and issues a digital prescription. This ensures users get appropriate medications without violating telemedicine norms.

2.3 Competitive Advantage Over Competitors

Unlike e-pharmacies such as Tata 1mg or platforms like Blinkit, which offer only basic OTC products, Pincode delivers a comprehensive range. Its integration with hyperlocal pharmacies ensures wider product availability, including prescription drugs, along with rapid service.

Moreover, the lack of delivery charges and pharmacy-led discounting makes the service cost-effective. In contrast to dark store-based logistics, the localized approach strengthens retail networks and enables inclusive digital participation.

3. Background and Evolution of Pincode

3.1 Initial ONDC Integration

Pincode was initially launched as a buyer-side platform integrated with the Open Network for Digital Commerce (ONDC). It offered products like groceries, tech gadgets, apparel, and food. Over time, PhonePe realized the need for a more controlled experience and began building its own closed marketplace.

By late 2024, the platform exited many ONDC-linked categories to create a self-sufficient ecosystem. This evolution enabled Pincode to deliver enhanced services such as groceries, household items, and now—medicines.

3.2 Past Pilots and Quick Commerce Play

In November 2024, Pincode tested its quick commerce model across six cities, including Delhi NCR, Mumbai, and Hyderabad. These trials focused on 10–20 minute grocery deliveries. The current healthcare pilot is a natural extension, capitalizing on its logistics learning curve.

4. Industry Trends and Growing Demand for Rapid Healthcare Delivery

4.1 India’s Quick Commerce is Diversifying

India’s 10-minute delivery ecosystem has moved beyond groceries. Medicine delivery is emerging as the next big battleground. With players like Swiggy collaborating with Pharmeasy and startups like Zeno Health entering the scene, there’s a visible shift towards healthcare.

Zeno Health, for instance, recently launched a 50-minute medicine delivery service in Mumbai post a $25 million Series C funding round. Flipkart and other ecommerce majors are also exploring this space actively.

4.2 Why Medicine Delivery is the Next Frontier

Healthcare needs can be urgent. Whether it’s sudden pain relief, chronic care meds, or OTC drugs, timely delivery is critical. PhonePe Pincode delivery program addresses this gap by combining speed with legitimacy—through doctor consultations, local pharmacy tie-ups, and seamless logistics.

With increasing consumer expectation for instant solutions, integrating telemedicine and delivery under one roof gives Pincode a strategic edge.

5. Unique Value Creation Through Hyperlocal Strategy

5.1 Empowering Local Pharmacies

Pincode doesn’t replace local businesses—it enables them. Every delivery originates from a neighborhood pharmacy, boosting their income and digital presence.

This model supports micro-entrepreneurship, avoids wastage, and strengthens community commerce—something competitors with centralized models cannot offer.

5.2 Digital Health Meets Commerce

The fusion of free teleconsultation, real-time delivery, and compliance makes Pincode’s model uniquely holistic. It’s not just about medicine logistics; it’s about accessible, accountable, and affordable digital healthcare.

6. Learning for Startups and Entrepreneurs

6.1 Solve with Simplicity and Speed

Startups can learn from how PhonePe Pincode delivery program simplifies healthcare access. By using nearby pharmacies and technology to solve a real problem—timely medicine access—it creates immense value.

6.2 Partner, Don’t Replace

Instead of disrupting traditional businesses, integrate them. Pincode grows by empowering pharmacies, not replacing them. This inclusive growth model can be replicated across industries.

6.3 Evolve Your Model with User Needs

Pincode began as an ONDC app. It evolved, learned, and built its own marketplace for better control. Startups should stay flexible and pivot when needed.

6.4 Add Human Touch in Tech

Offering a doctor on call and digital prescriptions shows how technology can retain a human touch. In sectors like health, this builds user trust and long-term loyalty.

About The Startups News

When it comes to covering innovation in India’s quick commerce and digital healthcare space, The Startups News leads the way. Our platform brings you the latest developments, business insights, funding news, and founder strategies that shape the startup ecosystem. Whether it’s a disruptive ecommerce model or a tech-enabled health solution, The Startups News ensures you stay informed, inspired, and ready to act.