Blinkit's Medicine Delivery, Eternal Ignores NDMA, and Swiggy Mulls Divesting

Blinkit’s decision to pilot 10-minute medicine delivery in Bengaluru is not only a product expansion - it’s a calculated attempt to dominate the final frontier of quick commerce: healthcare.

Until now, Blinkit, Zepto, and Instamart have offered a limited range of over-the-counter (OTC) medicines such as band-aids, Crocin, multivitamins. But prescription drugs? That’s a different game. It's a category fraught with compliance hurdles, high trust barriers, and life-or-death stakes. And yet, everyone wants in. Swiggy has reportedly tied up with PharmEasy. Flipkart tried a plug-in via SastaSundar. Tata 1mg is exploring instant fulfillment through BigBasket. PhonePe’s Pincode already offers 10-minute medicine delivery in three cities. Newer players like Plazza, Farmako, and Zeno Health are raising funds and promising sub-30-minute delivery SLAs.

But Blinkit’s entry has a different weight to it. This is not an underdog. It’s Zomato’s crown jewel, with deep logistics expertise and a growing reputation for reliable delivery. And this time, it isn’t going it alone. Its backend fulfillment is powered by pharmacy chain Wellness Forever - giving Blinkit both regulatory cover and operational reach from Day 1.

The move is a bet by Blinkit that quick commerce can crack a sector that has burned over $1.5 billion in the last decade.

This market is both lucrative and unforgiving. Tata’s 1mg has scale, but remains loss-making. NetMeds, surprisingly, has posted a small profit, but it’s barely moving the needle for Reliance. Amazon is struggling to find product-market fit. So why would Blinkit willingly enter this minefield?

Because healthcare isn’t just a category - it’s a moat.

If Blinkit gets this right, it doesn’t just sell Crocin. It becomes the first brand consumers think of when someone in the house falls ill. Medicine delivery is habit-forming, repeat-heavy, and (critically) trust-dependent. Unlike chips or cola, medicines are rarely price-shopped. The primary variable is reliability.

But reliability isn’t only operational, it’s legal. Prescription drug delivery in India is still caught in a grey zone. Technically allowed under certain conditions, but subject to strict norms around prescription verification, recordkeeping, pharmacist oversight, and drug labeling. Most players tread carefully. One high-profile violation could draw regulatory heat. Blinkit’s tie-up with a licensed player like Wellness Forever is a regulatory shield.

To succeed, we think Blinkit needs more than fast bikes and cold chains. Real-time inventory syncing to avoid canceled orders. Predictive refills for chronic patients. Dedicated support for emergency drugs. Smart outreach when prescriptions run low. And a “trust layer” built into the UX - licensed pharmacist profiles, real-time substitution approvals, transparent refund policies.

There’s also an untapped opportunity in subscription-led models. Imagine a Blinkit “Health Pass” offering unlimited express deliveries, priority support, refill alerts, and on-call pharmacist - for just ₹199/month. Targeted at urban households with elderly parents or chronic patients, this could generate predictable revenue while boosting NPS. Add group/family accounts, smart reminders, or even locker-based replenishment, and Blinkit could build stickiness in a category where loyalty is traditionally fragile.

Of course, scaling this won't be easy. Medicine regulation is notoriously opaque in India. Prescription verification is tricky. Fulfillment is fragmented. And one slip - delayed delivery, wrong medicine, or expired batch - could trigger a reputational crisis.

But the payoff is enormous. If Blinkit can build the backend infrastructure and legal architecture for compliant, fast, and trustworthy medicine delivery - starting with Tier 1s like Bengaluru - it could become India’s first full-stack, last-mile infra for time-sensitive deliveries.

Because when it comes to medicine, customers remember the platform that delivered it in time - not the one with a marginal discount.

Let’s go through what else is happening in Indian startup world - Grab your simmering cup of StartupChai.in and unwind with our hand-brewed memes.

“Waqt Rehte Paisa Kamao”: Eternal Says It Will Pay No Heed To NDMA’s Heatwave Advisory For Gig Workers

Eternal’s giving the NDMA’s heatwave advisory the cold shoulder. While the agency wants gig work paused from 11 AM to 4 PM, Eternal says that’s peak delivery time and a big chunk of daily income.

For now, it's profits over pauses, even under the blazing sun.

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“Mhari Arthik Stithi Theek Na Se”: Bengaluru Techie Arrested In $44 Mn CoinDCX Crypto Heist

A Bengaluru techie, Rahul Agarwal, just found himself in the crypto hot seat arrested after a $44 million heist at CoinDCX.

Cops say hackers used his login to crack into the system, but he claims he was just moonlighting. Either way, that’s one side hustle gone seriously wrong.

Read more here

“It’s About Drive, It’s About Power”: Blinkit Piloting 10-Minute Medicine Delivery In Bengaluru

Blinkit’s not just delivering snacks and soda anymore, it’s now zipping prescriptions to doorsteps in Bengaluru in as little as 10 minutes.

From diabetes meds to skincare pills, they're going full pharma-fast. Your next prescription refill might arrive quicker than your chai.

Read more here

“Kaante KI Takkar”: Swiggy Mulls Divesting Stake In Rapido Amid Its Food Delivery Foray

Swiggy’s thinking about breaking up with Rapido business-wise. With Rapido now dabbling in food delivery, things are getting a little too close for comfort.

Swiggy might cash out its 12% stake, pocket some gains, and dodge the awkward competition.

Read more here

“Sabka Saath, Sabka Vikas”: Govt Extends Electronics Manufacturing Scheme Application Deadline Till September

The government has extended the deadline for its electronics manufacturing scheme to September 30, giving firms more time to file proposals.

With applications already amounting to ₹7,500–8,000 Cr, the move signals continued interest in boosting domestic production.

Read more here

“Hum Saath Saath Hai”: Desi Farms Acquires 28-Year-Old Suruchi Dairy For INR 130 Cr

Desi Farms just gulped down a giant glass of legacy, buying the 28-year-old Suruchi Dairy for ₹130 Cr.

The Pune-based D2C upstart will go from majority to full owner by next month. Backed by ₹100 Cr from angels and family offices, this is one creamy power move.

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