India’s e-pharmacy sector doesn’t need to rely on antibiotic sales to thrive and doing so may be both unethical and risky in the long run. In a thought-provoking piece, AMR advisor Dr. Swetavalli Raghavan argues that platforms can drive profitability through chronic care, wellness subscriptions, and responsible governance. With antimicrobial resistance (AMR) on the rise and potential regulatory crackdowns looming, e-pharmacies have an opportunity to lead with ethics. The key, she says, is to reframe themselves as healthcare partners not just digital medicine vendors.

Key highlights

Antibiotic-free e-pharmacy models are viable

• Chronic care products like anti-diabetics, thyroid meds, and wellness items offer recurring revenue.

• Subscriptions for long-term care increase customer loyalty and reduce regulatory risk.

• Antibiotics, in contrast, are low-loyalty, short-course drugs with high legal exposure.

Position e-pharmacies as healthcare enablers

• Offer tiered wellness packs for diabetes, PCOS, and hypertension.

• Deliver trusted OTC items like probiotics, iron, and paracetamol with verified guidance.

• Educate consumers on AMR risks and responsible drug use.

Build trust with strong ethical practices

• Enforce strict e-prescription validation via digital platforms.

• Set up clinical ethics panels and reject non-prescription drug orders.

• Publish transparency reports and collaborate with chemists for last-mile checks.

Ethics as a competitive advantage

• Consumers now value transparency and verified health guidance.

• Ethical trade improves brand trust, market share, and policy partnerships.

• AMR-focused leadership could shape future pharma regulation in India.

The message is clear: e-pharmacies don’t have to compromise on ethics to grow. In fact, distancing from antibiotic sales may future-proof the business. Platforms that invest in chronic care, verified prescriptions, and community trust can become long-term leaders — and help India fight its growing AMR crisis at the same time.