India, Aug. 30 -- Does it feel at times that Zepto, Blinkit, Instamart will try just about anything under the quick commerce format? Even the slightest hint of a shift in consumer behaviour is often enough for a new launch.

And as the biggest quick commerce companies search for high-margin categories to solve their profitability problem, their next big target is 10-minute medicine deliveries.

For quick commerce big three - Zepto, Blinkit and Instamart - success in pharma delivery is the next milestone they aim to achieve. The trio is aiming for a 20%-30% slice of India's $66 Bn pharma opportunity that's projected to reach $88 Bn by 2030.

While Instamart was a first-mover in the medicine delivery segment, making its foray late last year...