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Generics

StayHappi, a pharmacy startup that sells only generics, wants to shrink your medicine bill. But will you let it?

Indians dislike unbranded pills, even if they’re way cheaper and just as good. Meanwhile, medicine bills push millions into poverty. StayHappi is trying to reengineer the pharma supply chain and public opinion to change that.
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anujgupta
14 Nov 2018 7 Mins Read 3 comments
StayHappi pharmacy store at Rani Bagh, Delhi; courtesy of StayHappi
StayHappi pharmacy store at Rani Bagh, Delhi; courtesy of StayHappi
Over a decade ago, when this reporter was still a practising medico, a generic ciprofloxacin tablet sold for 50 paisa to 60 paisa. A neighbourhood chemist sold the branded generic version of it for almost INR10. It was a mystery why anyone would buy such a costly medicine when there was an alternative available at 1/20th the cost. But that’s
cricket captain Sourav Ganguly, illustrates the hurdles the company is trying to overcome. An ageing morning walker trips up on the unpronounceable name of his generic pill. His friends are agog, wondering if he got the medicine flown in from the US, until Ganguly appears and proselytises Stayhappi. Now, to scaling that message. ( Graphics by Abdul Shafiq)
Over a decade ago, when this reporter was still a practising medico, a generic ciprofloxacin tablet sold for 50 paisa to 60 paisa. A neighbourhood chemist sold the branded generic version of it for almost INR10. It was a mystery why anyone would buy such a costly medicine when there was an alternative available at 1/20th the cost. But that’s cricket captain Sourav Ganguly, illustrates the hurdles the company is trying to overcome. An ageing morning walker trips up on the unpronounceable name of his generic pill. His friends are agog, wondering if he got the medicine flown in from the US, until Ganguly appears and proselytises Stayhappi. Now, to scaling that message. ( Graphics by Abdul Shafiq)

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