Shiraz Imam

Co-Founder & CEO

The retail pharmacy sector in India has witnessed ex­ponential growth over the past few years, driven by increasing demand for medication and healthcare services, particularly in smaller cities and rural areas. This surge is fueled by a rising prevalence of chronic diseases and a growing awareness of healthcare needs among the population. However, residents in smaller cities like Pat­na, Jamshedpur, or Bokaro must travel long distances to find well-stocked pharmacies, often enduring consider­able inconvenience. This is coupled with the unavailability of specialized medicines prescribed by major hospitals in metropolitan areas. Recognizing customers’ unique chal­lenges in tier-II and tier-III cities, E-medix Smart Pharmacy has strategically positioned itself to disrupt the traditional model by opening franchise stores that bring medications closer to the people who need them.

E-medix Smart Pharmacy, the retail arm of E-medix Wellness, ensures that essential medicines are accessible to all. By establishing a network of local pharmacies, the firm has reduced the need for long commutes, providing much-needed convenience and accessibility. The initiative is particularly beneficial for the elderly, who often need regular medication and prefer to purchase them monthly, just like their groceries.

“Customers can place orders via Whatsapp, allowing them to avoid the hassles of traveling and waiting in queues,” says Danish Ashraf, Co-Founder & COO of E-medix Smart Pharmacy. The service is convenient and provides peace of mind to families, knowing their loved ones can access their prescribed medications easily. The company has committed to sourcing and supplying these medications, even if they are not commonly available in the local market. This ensures that patients who travel to larger cities for treatment can continue their prescribed medication regimen without interruption upon returning home. The company’s promise to make any medicine available within two days exemplifies its dedication to customer satisfaction and reliability.

Insights Across Stores

E-medix Smart Pharmacy has incorporated several key innovations into its operations, emphasizing the importance of technology. Its data management system allows real-time access to information regarding medicine availability in its warehouse, fulfilled orders, and company partnerships. The immediate access to data enables its retail stores to provide prompt and reliable information to customers, significantly improving the customer experience. Unlike traditional systems, where medicine availability was uncertain and required inquiries to wholesalers, E-medix’s system ensures that staff can make immediate commitments to customers about the availability of medicines, typically within one or two days.

In addition, the company has prioritized customer satisfaction and staff behavior. In smaller cities like those in Bihar and Jharkhand, the company observed that customer service in pharmacies often needed more politeness and efficiency. E-medix has addressed this by training staff to offer a positive and courteous experience. It emphasizes the importance of customer comfort, offering services such as placing orders via Whatsapp for home delivery or convenient pick-up. Its software also stores customer prescriptions, enabling quick reorders and personalized service, which enhances the overall customer experience.

FOFO, TRIO, & Smart Clinics

The company operates on a unique business model called Franchise Owned Franchise Operated (FOFO). It provides robust support and ensures that each store runs smoothly and profitably. The support system includes an efficient logistics network, which is crucial for timely stock replenishment. Orders from franchisees, whether replenishing existing stock or adding new SKUs, are dispatched the same or the next day, ensuring delivery within two days. The reliable logistics system, supported by an automated system and standard operating procedures (SOPs), is vital for maintaining seamless operations across its network of stores.

Another innovative concept introduced by E-medix Smart Pharmacy is the integration of smart clinics within its stores. Combining pharmacy services with clinical consultations provides a one-stop solution for customers. The model has successfully revitalized one store where sales had dipped, demonstrating its approach’s versatility and customer appeal. In addition, the company plans to introduce a Trio concept, combining a smart pharmacy, clinic, and lab, reflecting its commitment to comprehensive healthcare solutions.

Starting as an online medicine store in 2015, E-medix fulfilled orders from a significant customer base through a central distribution system, placing orders directly via their website, mobile application, Whatsapp, or phone calls. Initially focused on online sales, E-medix soon identified significant gaps in the offline retail market. The company recognized that, due to the health-related nature of its products, customers often hesitated to place online orders, especially for their first or second purchase. However, once customers received their orders and were satisfied, they continued to order online.

Despite the potential of the online market, E-medix observed that the brick-and-mortar retail market was booming and that physical stores generated a different and often higher footfall. The insight led to the launch of the smart pharmacy concept. Since its inception last year, E-medix has successfully opened six stores and is now targeting opening more than 50 stores by the end of the year.

The company’s journey from an online startup to a robust network of retail stores exemplifies its adaptability and customer-centric approach. Its commitment to addressing the unique challenges customers face in smaller cities, coupled with a transparent and supportive business model for franchise owners, sets them apart in the competitive retail pharmacy market. As it continues to innovate and expand, E-medix Smart Pharmacy is poised to become a leading name in the Indian pharmaceutical landscape, offering reliable and accessible healthcare solutions to all.