A A Study on OTC products in India and Europe : Market Prospective

India has a growing market for pharmaceutical over-the-counter medications, which indicates that the pharmaceutical industry in this nation is expanding rapidly. In the past ten years, the Indian pharmaceutical business has experienced a significant change in marketing tactics. Companies actively publicize their over-the-counter products to promote them. In contrast to Europeans who rely on their local chemist to treat small ailments, North Americans place a greater emphasis on seeking medical guidance for treating minor ailments. Only ongoing public education with a broad perspective on the good health and wellbeing of society may raise awareness of rational drug use. Compared to other consumer commodities, OTC medications have significant brand loyalty. But going forward, it is also expected that merchants with strong sales capacities will be able to boost the market presence of their own private-label goods. The government and several pharmaceutical firms are undertaking a number of programmes to raise awareness about various medications and shift Rx to OTC.