Introduction
Speed has become a battleground for medicine delivery in India. Zepto launched a pharmacy offering with a 10-minute promise in 2025, Blinkit has piloted prescription medicine delivery, PhonePe's Pincode and Apollo 24/7 offer fast delivery in some cities, and Swiggy partnered with PharmEasy. Tata 1mg has taken a measured approach: by May 2026, it offered express delivery within 30 to 60 minutes in 10 cities, was piloting sub-15-minute delivery in Ghaziabad, Jaipur and Lucknow with sister company BigBasket, and planned to open close to 500 offline stores by the end of 2026.
The question: how would you measure the success of Tata 1mg's express (30–60 minute) medicine delivery? I'll set context, define goals, pick a North Star and break it down, then define supporting, guardrail, trade-off and counter metrics.
For a speed product, check three things: does it keep its promise, does it change customer behaviour, and does it make money. Speed alone is not success if it loses money on every order or erodes accuracy.
Step 1
Product Context (3 minutes)
How express delivery works (working assumptions):
- Users in covered areas see an "Express" badge on eligible medicines and a promised delivery window.
- Orders are fulfilled from nearby stores or dark stores, including 1mg stores and BigBasket locations in pilots.
- Prescription medicines still require pharmacist verification, which must happen within minutes.
- Express may carry a fee for non-members, or be included in membership.
Users and needs:
- Acute needs: fever, pain, infection, a child's sudden illness.
- Forgotten chronic refills: "my BP tablets ran out today."
- Health and wellness products: lower urgency.
Business context:
- Express orders require local inventory and riders, increasing cost per order.
- Competitors use speed as their main promise; 1mg differentiates on assortment, genuine medicines and pharmacist expertise.
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