Despite being significantly cheaper and equally effective, generic medicines continue to be underutilized by consumers in Lucknow. Challenges like lack of awareness, promotional dominance of branded drugs, and low margins for chemists are keeping generics from reaching the public at scale.

Key Highlights

Branded Medicines Dominate Due To Promotion

• Doctors and chemists are influenced by aggressive promotion from pharmaceutical reps.

• Over 90% of the pharma market is driven by brand visibility and marketing pressure.

Lack Of Awareness Among Consumers

• Patients, especially in rural areas, are unaware that branded and generic versions contain the same salt.

• Doctors often do not mention generic options in prescriptions, limiting consumer choice.

Low Incentive For Chemists To Push Generics

• Chemists report low profit margins on generics, reducing their motivation to recommend them.

• Inconsistent pricing and billing add confusion for both sellers and buyers.

Patient Testimonials Show Cost Savings

• A homemaker from Rajajipuram shared that her monthly medicine cost dropped from ₹2,000 to less than ₹1,000 after switching to generics.

• Others echoed the need for more awareness and availability of generic substitutes.

Experts Call For Wider Awareness Campaigns

• KGMU pharmacology professor emphasised educating both doctors and patients about salt-based prescriptions.

• Stakeholders suggested that more generic-only medicine shops should be set up to improve accessibility.

Statements from Leaders or Officials

• Dr GP Gupta, SPM Civil Hospital:

“Brand visibility plays a big role in acceptance. Who is promoting generics? Only the government—and that too on a limited scale.”Prof Rakesh Dixit, KGMU:

• “Even if a branded drug is prescribed, patients can ask for a generic if they know the salt. Education is key.”

Promoting generics more aggressively and resolving the barriers of profit and awareness could unlock massive savings for patients—especially those from lower income backgrounds. As India pushes for affordable healthcare, bridging this awareness and access gap will be essential.