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Flipkart Health+

2021-23 health-tech

We helped Flipkart launch a new vertical with strategic experiments, and innovative solutions to expand its reach in collaboration with Studio Oblique.

Strategy & ResearchProduct Design Design Systems
iOS / Android

Flipkart acquired Sasta Sundar, a well-loved e-pharma app in West Bengal, in 2021. The product had strong regional traction but no architecture for a national rollout. We partnered with Studio Oblique to define the strategy for that expansion: phased launch planning, a design system built to scale, and a set of forward-looking experiments across AI personalization and community that pushed the platform's ambition beyond e-pharmacy.

Few quick and continuous iterations later, Flipkart Health+ now has an improved experience and swanky new interface fits for the trust and quality the brand commands.

As part of this partnership, 3 Sided Coin and Studio Oblique designed experimental features to adapt new technologies early - AI personalization, communities - that allowed to imagine the platform beyond a simple e-pharma app. Flipkart Healthplus was ranked 3rd e-Pharma app in the market within 1.5 years, surpassing Pharmeasy and Net Meds.

calm e-commerce experience —

As opposed to very urgent manner of e-commerce platforms, Flipkart Health+ wants to provide their customers a sense of calm.

Over multiple phases, we designed a fresh experience—including new colour and typographic systems, graphic & illustrations, and a proof-of-concept banner design system for the platform.

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👈 MVP (left) to final phase 👉

implemented learning from quick iterative MVP to improve on the design and information architecture

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top-level category
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Aisle view for sub-categories
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product details

We defined the new essence of FKH+ with custom illustration styles across the board, going with a quiet yet energetic aesthetic.

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banner system —

Banners are very critical elements of an e-commerce platform. We extended the app’s design system to come up with a creative direction that felt cohesive.

shows a design system for banners
success and …

By the end of 2022, Flipkart Healthplus became the 3rd most popular e-pharma app with 17% marketshare, overtaking PharmEasy and Netmeds.

In early 2025, the app stopped its operations and returned its brand to Sasta Sundar. As of 2025, Sasta Sundar still retains some DNA of this redesign.

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credits —

Design

Abinash, Karthik, Rujuta, Tejas

Illustrations

Bhavya