A NEW PHARMACEUTICAL ENVIRONMENT IN INDIA: MARKETING IMPACTS 

ABSTRACT

For nearly 55 years, Indian Pharmaceutical market has been a closed and centrally controlled one. Although some initiatives have been introduced during the last decade, yet the system is characterized as a closed one and lacks real competition. The current situation of drug in India may be characterized as intense price control by the Drug Authority i.e. DPCO, National Pharmaceutical Pricing Authority (NPPA). Ministry of Health, ban of drug import when an item is manufactured in the country, compulsory generic production policy, currency allocation by the government in reduced rate for drug production and importation, subsidization of many items by the government and irrational use of drugs. 

Keywords: Medical Practitioners, bioequivalence, Chronic Illness, Cost Efficiency.