Amazon India launches home diagnostics services in six cities
Three years back, Amazon entered into the space of delivering online medicines through Amazon Pharmacy. Six months ago, it launched country-wide virtual doctor consultation services through Amazon Clinic for over a hundred-odd health conditions.
'Diagnostics closes the outpatient loop by connecting testing with doctor consultation and medicine delivery, all of which can be accessed through the Amazon app,' Jayaramakrishnan Balasubramanian, Category Leader, told The Hindu.
Amazon Diagnostics has partnered with Orange Health Labs, a company launched in 2020-21, to launch the testing services in six cities — Bengaluru, Delhi, Gurgaon, Noida, Mumbai and Hyderabad — across over 450 pin codes, operational from 6 a.m. to 9 p.m., seven days a week.
The company claims that while its diagnostic services are being introduced in a limited set of PIN codes to begin with, its online medicine delivery services are its fastest-growing service and are functional in a majority of PIN codes across the country.
Customers can book from over 800 diagnostic tests, get doorstep sample collection in under 60 minutes and digital reports in as less as 6 hours, for routine tests.
Mr. Balasubramanian said, 'With Amazon Pharmacy, customers get an access to a wide range of prescription medications and healthcare essentials, along with a free telemedicine consultation service and delivery benefits for Prime and non-Prime members.'
He further added, 'Amazon Clinic enables customers to consult licensed doctors for a range of primary healthcare needs through a seamless digital experience.'
'The addition of Diagnostics brings lab testing into the same continuum of care. With all three services now integrated, a connected outpatient journey, from consultation to testing is offered in the single interface on Amazon Medical in a full stack health model,' Mr. Balasubramanian said.
Even with established health care players like Tata-1MG and Pharmeasy in online pharmacy market and Practo in online doctor consultation space, Amazon Medical has stated that the opportunity space is very high. Mr. Balasubramanian told The Hindu, 'The market is largely fragmented. There are several established players however it not about speed but about how your ecosystem is built.'
Amazon Medical refused to comment on the nature of investment that has been infused into building the full stack health services including Pharmacy, Clinic and Diagnostic verticals.
Mr. Balasubramanian stated, 'For Pharmacy, we get lot of orders even from Tier two and three towns. We work with multiple accredited sellers having over twenty-five warehouses and licensed pharmacies. When the order is received, the seller ships it, and Amazon delivers it to customer.'
He explained that order fulfilment is handled by licensed sellers with strong compliance and delivery coverage across the country. 'Same-day delivery available in 23 cities and standard delivery in others areas. Prescription and chronic medications, wellness products, medical devices all available.
Auto-refill and subscription options for long-term conditions with discounts up to 25% on select categories, with additional savings for Prime members are available,' Mr. Balasubramanian added.
As far as Amazon Clinic goes, consultations since launch have ranged into 'thousands' and start at ₹299 with licensed doctors across various specialisations such as general physicians, dermatologists, gynaecologists, paediatricians, and so on. 'Average end-to-end consultation time ranges for about 13 minutes with a free 7-day follow-up support for every consultation,' Mr. Balasubramanian said.
Amazon Medical is in for a long haul in the healthcare services business in India, the company has said. 'Growth in healthcare services is measured in multi-decadal manner. It's not a limited scope run way,' Mr. Balasubramanian said.
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Tulaipanji, prized for its delicate texture, is often served with light Bengali curries or made into pulao on special which has received government support since the 1960s, is a major export item and has become synonymous with India the world over. Within the country, basmati's availability, aesthesis and affordability have taken it to kitchens across India. The use of basmati for biryani, a sort of nexus, has also helped it in its kitchen fragrant basmati might be the most recognised, India has several aromatic rice varieties that have the potential to create a mark of their suggest that state governments should use the signature qualities of these aromatic rice varieties to market them in alternative destinations where they are appreciated for their they say, would help them spread their aroma across the world just like basmati's and boost India's agricultural and overall exports. Else, India's rich rice varieties face risk of fading into the vloggers and influencers are promoting these "folk rice" varieties, which are linked to local festivals and folklore. Many of these videos have gone viral. Each of them are regional favourites with their own charm. Biryani made with long-grained basmati, and fragrant pulao or khichdi made with short, aromatic rice. (Images: Unsplash/Mario Raj) advertisementINDIA'S TOTAL BASMATI ACREAGE AND NON-BASMATI AROMATIC RICE ACREAGEIn 2023-24, India's total rice acreage stood at approximately 47.8 million hectares, with projections indicating a rise to 49 million hectares in 2024-25, according to the United States Department of Agriculture (USDA).Basmati rice, primarily cultivated in Punjab, Haryana, Uttarakhand, Himachal Pradesh and western Uttar Pradesh, covered an estimated 2.88 million hectares, reflecting a 30 percent increase since 2020 driven by robust export basmati accounts for less than 7 percent of India's total rice production, it contributes over 60 percent of the country's rice export value. Production for 2023-24 stood at around 8.5 million tonnes, as per estimates from the Unified Portal for Agricultural aromatic rice varieties such as Kalanamak (Uttar Pradesh), Joha (Assam), Tulaipanji and Gobindobhog (West Bengal), and Ambemohar (Maharashtra) collectively span an estimated 0.5 to 1 million hectares, based on figures from Indian Agricultural Reasearch Institute (IARI) and Agricultural and Processed Food Products Export Development Authority (APEDA) cited in multiple is seen, non-basmati aromatic varieties together span barely a third of that of exported more non-basmati rice, but basmati brought in more foreign Volume (MT)Export Value (INR Cr)Export Value (USD Bn)Basmati5.24 millionRs 48,389 crore$5.84 billionNon-Basmati11.12 millionRs 7,804 crore$4.57 billionTotal16.36 millionRs 6,193 crore$10.41 billionSo far, 45 varieties of basmati rice have been notified under The Seeds Act, 1966, according to exported approximately 5.24 million tonnes of basmati rice worth Rs 48,389 crore ($5.84 billion) and 11.12 million tonnes of non-basmati rice worth Rs 37,804 crore ($4.57 billion) in FY 2023–24, totalling 16.36 million tonnes of rice exports, according to data from APEDA and the Directorate General of Commercial Intelligence and Statistics (DGCIS).Specific data for non-basmati aromatic varieties like Joha or Kalanamak is not officially consolidated but is estimated to be a small fraction of the total non-basmati aromatic rice exports, likely in the range of tens to a few hundred thousand tonnes, as these remain niche and are exported under GI-tag and regional branding AND HOW THE THRUST ON BASMATI?India's thrust on basmati rice stems from its cultural roots, high export value, and the need for legal grown in the Indo-Gangetic plains, basmati was mostly consumed domestically until liberalisation and global demand in the 1990s transformed it into a major export crop."The first basmati rice variety was notified as far back as 1930 during British rule. Since the 1960s, the government has worked in mission mode to promote basmati. That means efforts to popularise basmati have been going on for nearly a hundred years. Alongside the government, the private sector has also played a major role", said Om Prakash, agricultural expert at Kisan Tak, India Today Digital's sister portal.A turning point came in the late 1990s when a US firm attempted to patent basmati hybrids, triggering widespread alarm. This led to India enacting the Geographical Indications Act in 1999. Though the patent was partly revoked in 2001, the incident underscored the urgency of global safeguards and wide marketing of basmati. India, finally, secured GI status for basmati in the EU in preserve quality and reputation, India regulates basmati exports through Minimum Export Price (MEP) norms, revisited as recently as 2024. Agencies like APEDA support exporters with global compliance, branding, and logistics. Strong demand from the Middle East and expat communities, especially for dishes like Arabian Mandi, has further boosted long grains and ability to absorb spices without turning mushy make it ideal for commercial a festive staple, it now anchors everyday menus, driven by India's biryani 2023, Swiggy recorded 2.5 biryani orders per second, and Zomato crossed 100 million. Post-Covid, institutional demand rose sharply—LT Foods saw a 24% jump in HORECA sales, KRBL 20–25% in bulk trends mirror this basmati market stood at Rs 495 billion in 2024 and is projected to reach Rs 537 billion by 2033, with premium rice now accounting for nearly 40% of sales. Innovations like ready-to-cook biryani kits and blended spice packs are cementing basmati's place in home rice has become one of India's top agri-exports, uplifting farmer incomes, generating rural jobs, and showing how traditional crops can thrive globally with the right legal and policy push. Basmati rice is the preferred choice in iconic biryani varieties like Hyderabadi, Lucknowi, Mughlai, Delhi, and Kolkata biryanis, as well as in globally popular dishes like Arabian Mandi and Kabsa. (Image: Getty) WHAT ARE OTHER INDIAN NON-BASMATI AROMATIC RICE?While basmati dominates in policy focus and global promotion, India's non-basmati aromatic rice varieties, like Gobindobhog, Kalanamak, Joha, and Tulaipanji, carry cultural roots and a market potential that remains largely and Tulaipanji received GI tags in 2017, but struggle with weak institutional support and market from Assam, known for its aroma and softness, hasn't received support, but its cultivation has stayed steady."Unlike basmati, which grows best in the Terai belt, Assam's climate and soil do not support the full expression of basmati's quality traits. Therefore, Assam farmers continue to cultivate traditional varieties like Joha and Kola Joha, which are better suited to local conditions and cultural preferences, among the aromatic rice varieties," agriculture expert Mowsam Hazarika tells India Today from eastern Uttar Pradesh, after near-extinction, has seen a revival through GI status in 2013 and the ODOP scheme, with acreage rising from 10,000–15,000 hectares in 2018 to up to 50,000 hectares by from Maharashtra, despite its unique fragrance, is in decline due to low yields and remains fragmented, despite local branding and schemes. With stronger marketing, organic certification, and focused policy push, these varieties could move beyond niche status and gain wider domestic and global appeal. Rice-growing states like Assam, West Bengal, Uttar Pradesh, Bihar, Kerala and Maharashtra have many of India's non-basmati aromatic rice varieties. They are entwined with local culture, festivals, and rituals. (Image: PTI) EXPERTS ON NON-BASMATI AROMATIC RICE"Kala Namak rice is gaining traction like never before," says Professor Ramchet Chaudhary, a long-time advocate of the variety. Priced at 25-50% higher than Basmati in Indian markets, its demand is growing in the US, the UAE, and the UK, where it sells for up to 300 per kilo on he notes, had a century-long headstart, with government backing and powerful business houses. "Kala Namak is only now getting the attention it deserves."Part of the appeal lies in its nutrition. "While Basmati has 6% protein, Kala Namak has nearly 11%. It's sugar-free, with three times the iron and four times the zinc," Chaudhary tells India Today systemic hurdles persist. "There's no separate HS code for Kala Namak. It's lumped under non-Basmati. These varieties need their own recognition," he stresses. A dedicated foundation is in the experts also echo similar concerns."Assam is rich in short-grain aromatic rice varieties that are quite different from basmati in terms of grain size, elongation, and texture after cooking," says Hazarika, former Director of the Assam Seed and Organic Certification Agency."But there's been no serious national push for these either. Traditional varieties like Joha and Kola Joha continue to thrive locally, but the export support, branding, and marketing they need is largely missing," he believes GI tags and cultural importance are not enough."We need organised systems for farming, storage, aroma retention, and transportation. And most importantly, a higher MSP to make cultivation viable," says such support, he warns, many of India's unique regional grains risk fading quietly into the Ramchet Chaudhary agrees. He says, "There are so many under-supported varieties, Gobindobhog, Katarni -- each with its own story. Maybe that will now change".Despite challenges like global competition, MEPs, and weather risks, India's aromatic rice diversity is helping expand both basmati and non-basmati exports. Indigenous aromatic rice takes up to six months to mature, while high-yielding Basmati typically takes 4 to 5 months. Kalanamak, Gobindobhog, and Joha, three aromatic rice jewels of India, carry centuries-old heritage and regional pride. (Images: National Portal of India, WB Tourism, DPIIT, PTI) BASMATI, OTHER AROMATIC RICE AND GOVERNMENT SUPPORTIn January 2024, the Ministry of Agriculture introduced the Non-Basmati Aromatic Rice Classification and Marking Rules under the Grading and Marking Act. These rules standardise quality criteria for five aromatic rice varieties — Gobindabhog, Tulaipanji, Kataribhog, Kala Namak, and Radhunipagal, formalising grading and improving transparency for farmers and Department of Commerce and DGFT, via APEDA, have issued export quotas for select some obstacles need to be dealt with."Of course, we earn over Rs 50,000 crore annually in foreign exchange from the export of basmati rice. But the allure of basmati has been made so dominant that even higher-quality aromatic rice varieties have been dwarfed. This is because successive governments have been unjust to them," says Om Prakash of Kisan Tak."Basmati rice, special aromatic rice should be assigned a separate HSN (Harmonized System Nomenclature) code. This would make their export easier. It would also ensure that exports of such special rice are not halted along with non-basmati white rice," the agriculture expert said."The price value of such fragrant special varieties is far higher than basmati. For instance, Kala Namak rice is priced at Rs 300 per kilo, while basmati sells for Rs 100 to Rs 150," he some non-Basmati aromatic rice varieties are making progress."From our own home, we exported 400 quintals to the US," says Professor Ramchet Chaudhary, who was also hopeful about a better outcome for other non-Basmati aromatic rices with efforts from the government and private India, too, people who weren't acquainted with the non-basmati aromatic rice varieties are now discovering Chowdhury says he has been selling more and more Gobindobhog rice for the last 7 years. He pegs that on people experimenting with food and having more spending power. "Earlier people used Gobindobhog only for payesh. Now, they are preparing khichdi and pulao from it too."Chowdhury also shares how his non-Bengali customers discovered Gobindobhog rice."Visitors mostly like trying Bengali sweets at CR Park market. After tasting the rasgullas made of palm jaggery, they land up at my grocery store looking for the jaggery. When told that Gobindobhog goes best with palm jaggery, they try and surrender to the taste," says Chowdhury, adding that most then become loyal the non-basmati aromatic rice varieties are being discovered and recognised, they need organised calls for giving desi aromatic rice their due, increasing government push and research, it won't be too long before which aromatic rice in India could be on your kitchen shelf and India's aromatic rice story will go beyond basmati. Varieties like Gobindobhog, Joha and Kalanamak will gain more export traction and market interest. What they need next is sustained policy support, stronger branding, and targeted export promotion to realise their global potential.- EndsMust Watch
