The Myth of Branded Generics

Economic & Political Weekly – XLIX No. 38, September 20, 2014

Injeti Srinivas

The pharmaceutical market in India is unique in that it is dominated by “branded” generics which enjoy a price premium though they are not superior to “unbranded” generics in either pharmacopoeia or therapeutic value. Aggressive marketing of branded generics has led to higher prices, irrational fixed dose combinations and concentration in the industry. It is high time India moved towards a de-branding of generic drugs.