PharmEasy has released findings from its latest consumer study on medicine purchasing behaviour, revealing a steady rise in the adoption of branded substitutes. Increasingly, Indian consumers are choosing clinically equivalent, lower-cost alternatives to manage healthcare expenses without compromising treatment outcomes.
To better understand this shift, the company combined user survey responses with internal platform data. Together, these insights show how consumers weigh decisions between branded medicines and more affordable substitutes containing the same active ingredients.
Users Report Significant Cost Savings
Affordability clearly drives this transition. According to the study:
- 86% of surveyed users reported visible savings on their medicine bills after switching to branded substitutes.
- Many users saved up to 60%, substantially lowering long-term treatment costs.
- Lower prices also improved treatment continuity, especially for chronic conditions that require regular medication.
As a result, cost savings are not only easing financial pressure but also supporting better adherence to prescribed therapies.
Trust Strengthens Long-Term Adoption
Importantly, the shift does not appear temporary. Instead, consumers who try branded substitutes tend to continue using them.
- 71% of users have used branded substitutes for over a year, indicating sustained adoption.
- 89% said they would recommend branded substitutes to others.
- No respondent reported that substitutes were less effective than branded medicines.
These findings suggest that while price may initiate the switch, positive treatment experiences reinforce long-term confidence.
Adoption Expands Across Key Therapy Areas
Platform data further reveals that substitution is increasing across both chronic and acute care categories.
- Adoption nearly doubled, rising from 22% in 2024 to 40% in 2025.
- Diabetes, hypertension, and antibiotic therapies show the highest substitution rates.
- Patients managing long-term conditions demonstrate particularly strong uptake, as affordability directly influences consistent medication use.
Moreover, repeat purchase patterns indicate that substitution is becoming a routine choice rather than a one-time decision.
Leadership Perspective on the Shift
Commenting on the findings, Gaurav Verma, Chief Business Officer at PharmEasy (API Holdings), noted that consumers are rethinking how they purchase medicines. He explained that while many initially switch to save money, their continued use reflects growing trust and positive experience. He added that increasing awareness of clinically equivalent, lower-cost options can make treatment more accessible and sustainable for more households.
From Price-Driven to Value-Based Decisions
As per the press release, although cost remains the primary trigger, other factors such as availability, convenience, and consistent outcomes encourage long-term use. Over time, consumers appear to prioritise value-based decision-making rather than brand recognition alone.
Through this analysis of real-world purchasing behaviour, PharmEasy aims to promote informed healthcare choices and greater awareness of clinically equivalent medicine options.
The statistics cited are based on sales data from PharmEasy between 1 January 2023 and 31 December 2025 and may not reflect broader market trends.