Mumbai, Feb 25: PharmEasy, released findings from its latest consumer study on medicine purchasing behaviour. The study reveals a steady rise in the adoption of branded substitutes as more Indians look for ways to manage healthcare costs without compromising treatment outcomes.
The report combines user survey responses with PharmEasy platform data to understand how consumers are making decisions between branded medicines and clinically equivalent lower-cost alternatives.
Consumers Are Seeing Real, Visible Savings
Affordability continues to be the strongest driver of adoption. According to the study:
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86% of users who took the survey reported visible savings on their medicine bills after switching to branded substitutes.
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Many users reported savings of up to 60%, significantly reducing long-term treatment costs.
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Lower prices are also contributing to better treatment continuity, particularly for chronic conditions that require regular medication.
Trust and Long-Term Use Are Growing
The survey shows that once consumers switch, most continue using branded substitutes over time.
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71% of users have been using branded substitutes for over a year, indicating sustained adoption rather than short-term experimentation.
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Nearly 9 in 10 users (89%) said they would recommend branded substitutes to others.
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Not a single respondent reported branded substitutes to be less effective than branded medicines.
These trends reflect increasing comfort with lower-priced alternatives that offer the same active ingredients and clinical outcomes.
Adoption Rising Across Key Treatment Categories
PharmEasy’s platform data indicates that substitution is becoming more common across both chronic and acute care segments.
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Adoption of branded substitutes nearly doubled, rising from 22% in 2024 to 40% in 2025.
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Diabetes, blood pressure and antibiotics are among the categories with the highest substitution rates.
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Adoption is particularly strong among users managing long-term conditions, where affordability directly influences treatment consistency.
The data also shows growing repeat purchase behaviour, indicating that substitution is increasingly becoming a routine choice rather than a one-time switch.
Commenting on the PharmEasy study, Gaurav Verma, Chief Business Officer, PharmEasy (API Holdings), said, “We are seeing a clear shift in how consumers approach medicine purchases. For many users, switching to branded substitutes begins as a cost-saving decision and then becomes a long-term, informed choice driven by experience and trust. Through this study, we wanted to understand real user behaviour and share insights that can help people make more confident healthcare decisions. Improving awareness around clinically equivalent, lower-cost options is an important step toward making treatment more accessible and sustainable for more households.”
Price Opens the Door — Experience Builds Confidence
While lower cost remains the primary reason consumers try branded substitutes, continued usage is supported by availability, convenience and growing trust in outcomes.
Over time, many users report staying with substitutes not just because they are more affordable, but because they deliver consistent results and fit seamlessly into their treatment routines.
Supporting Informed Healthcare Decisions
The findings point to a broader shift in consumer mindset—from brand-driven purchasing to more informed, value-based decision-making.
By studying real user behaviour and platform trends, PharmEasy aims to contribute to greater awareness around clinically equivalent medicine options and help consumers make more informed healthcare choices.
The statistics presented in this article are based on sales made on PharmEasy during the period of 1st January, 2023 and 31st December, 2025. These figures may not be indicative of broader market or industry trends.