10 Facts About Prescription Drug Prices India

4. Branded vs generic pricing dynamics

Even in a generics-heavy market, branded medicines remain widely sold and often cost more. Branded drugs carry marketing costs, sales promotion expenses, and sometimes stricter distribution controls that add to the final retail price. Pharmaceutical companies also set varied price tiers for what are effectively the same active ingredients, creating branded generics that look different but contain the same medicine. Doctors’ prescribing patterns matter here: a brand name on a prescription can steer patients to higher-cost options. Retail margins and local taxes also affect final prices at the counter. For consumers seeking savings, the practical move is to ask the pharmacist for the generic name or a low-cost substitute. Many pharmacists are used to suggesting lower-priced equivalents when asked, which can result in immediate savings for families buying medicines for common ailments or long-term therapy.