Client Name

Food Panda

Faculty Advisor

Dr. Nida Aslam

SBS Thought Leadership Areas

Entrepreneurship and Innovation

SBS Thought Leadership Area Justification

This Experiential Learning Project exemplifies entrepreneurship and innovation by investigating how FoodPanda, a leading quick-commerce platform, can expand into the highly regulated pharmaceutical sector by leveraging its existing infrastructure, technology, and logistics capabilities. The research evaluates the feasibility of integrating prescription medicine (Rx) delivery into Panda Mart's portfolio—a strategic innovation that requires navigating complex regulatory frameworks, operational challenges, and consumer trust barriers. The project demonstrates innovative problem-solving through a dual-stream financial model, mixed-methods consumer research, and strategic recommendations that address market gaps in Pakistan's underserved online pharmacy segment.

Aligned SDGs

GOAL 3: Good Health and Well-being

Aligned SDGs Justification

This research directly addresses equitable access to medicines for Pakistan's urban population, including elderly and homebound patients who face physical barriers to accessing pharmacies. By examining digital health innovation for medicine delivery, the project enhances timely and authenticated access to essential medicines.

NDA

Yes

Abstract

This Experiential Learning Project evaluates the viability of adding prescription medicines (Rx) to FoodPanda's Panda Mart pharmacy portfolio. Using a mixed-method approach, consumer survey (n=69), focus groups (n=11), expert interviews, operational site visit, and financial modeling, the research identifies key barriers and opportunities. Findings reveal 87% consumer willingness to purchase Rx from Panda Mart, with platform trust as the strongest predictor of purchase intent (r=0.528, p< 0.001). However, significant structural challenges exist: average pharmacy transactions (PKR 600-1,000) fall below viable delivery economics (PKR 2,500+). A two-stream financial model projects breakeven at Month 26 with PKR 84.8M cumulative investment across 10 stores. Key recommendations prioritize trust architecture, operational controls to prevent wrong deliveries, customer retention infrastructure, and a phased market entry strategy. The research concludes that expansion is conditionally viable if management commits to long-term infrastructure investment and the business model prioritizes trust and reliability over convenience messaging.

Document Type

Restricted Access

Document Name for Citation

Experiential Learning Project

Notes

Student authors: Nabiha Harris (25857), Eman Najmi (25856), Unesa Adnan (25852), Ayesha Afzal (26531)

Faculty Advisor: Dr. Nida Aslam Khan

Corporate Client: FoodPanda Pakistan | Company Supervisor: Mr. Faiz Batla

Class: UMS 100977 | Institution: IBA Karachi

Word Count: 9,100 words

This project bridges academic research with real-world business applications, providing actionable insights and a comprehensive cost-benefit analysis for market entry into a regulated industry.

Download

Available for download on Thursday, June 10, 2027

Share

COinS