More Indians are increasingly ditching costly branded medicines in favour of affordable generics, driven by rising healthcare expenses and greater awareness. With inflation and medical bills burdening middle-class families, patients are opting for cost-effective alternatives that offer similar efficacy. The government’s push through Jan Aushadhi Kendras and educational campaigns on generic drug quality has also boosted public trust. Doctors are now more open to prescribing generics, and digital platforms are making access easier. This shift reflects both economic necessity and changing perceptions about pharmaceutical choices in India.