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    *Kashmir Patients Pay Heavy Price as Cheap Generic Medicines Remain Hidden From Public View* *Neyaz Elahi* Srinagar, May 16, KNT: Despite the availability of low-cost generic medicines under government-backed schemes, a large section of people in Jammu and Kashmir continues to spend heavily on expensive branded drugs, with many patients claiming that poor awareness campaigns and lack of public outreach by the Health Department have kept common citizens in the dark about cheaper alternatives. Across markets in Srinagar and other districts, patients visiting private chemist shops routinely purchase costly branded medicines, often unaware that the same medicines are available at significantly lower prices under generic names through government-supported outlets and schemes. The issue has quietly become a major financial burden, particularly for poor families, elderly patients, and those suffering from chronic diseases requiring long-term medication such as diabetes, hypertension, and cardiac ailments. Generic medicines are drugs sold under their chemical or scientific name rather than a company’s brand name. Branded medicines, on the other hand, are marketed by pharmaceutical companies under specific trade names and are often sold at much higher prices. A couple of doctors told the news agency Kashmir News Trust that both generic and branded medicines generally contain the same active ingredient, strength, dosage, and intended therapeutic effect once approved by government regulators. In India, generic medicines supplied through approved channels are regulated and certified by authorities, yet public perception continues to favor expensive branded variants. The Government of India launched Pradhan Mantri Bhartiya Janaushadhi Pariyojana (PMBJP) to make affordable medicines accessible to ordinary citizens. Under the scheme, Jan Aushadhi Kendras have been established across the country to provide generic medicines at prices often 50 to 90 percent lower than branded alternatives. Officials associated with the scheme claim the initiative was designed to reduce out-of-pocket healthcare expenditure and improve medicine accessibility among economically weaker sections. However, on the ground in Kashmir, many residents interviewed by KNT said they either had little knowledge about generic medicines or had never been informed that cheaper alternatives with similar effectiveness were available. “There are people spending thousands of rupees every month on medicines while they may get the same salts at a fraction of the price,” said a retired government employee from Srinagar who has been purchasing blood pressure medicines for years. “Most patients simply buy whatever is written by doctors or handed over by chemists.” Several people alleged that awareness regarding generic medicines remains almost invisible compared to other public campaigns carried out by the administration. “There are rallies, banners, social media campaigns, and public events regarding anti-drug drives, but one hardly sees any aggressive awareness campaign telling poor people where to buy cheap medicines,” said a trader from downtown Srinagar. “This directly affects household expenses and deserves equal public attention.” Doctors acknowledge that misconceptions regarding generic medicines continue to dominate public thinking. “Many people wrongly believe that if a medicine is cheap, it must be inferior,” said a Srinagar-based physician. “That perception needs to be broken through scientific awareness and public education.” He said patients should be educated that medicines approved by regulatory authorities undergo standards and testing before being sold. Another senior doctor said the Health Department should actively involve hospitals, Primary Health Centers, and community-level workers in spreading awareness. “If the department is serious, they can launch a district-level campaign within weeks,” he said. “Display boards in hospitals, awareness camps, radio programs, and mandatory generic prescription practices can make a huge difference.” The issue has also triggered public speculation regarding the strong dominance of branded medicines in the retail market. Some conscious citizens alleged the existence of an informal nexus involving sections of pharmaceutical marketing networks, retail chemists, and systemic reluctance in aggressively promoting generic alternatives. While no official evidence has emerged to substantiate allegations of collusion, the perception itself remains widespread among the public. “There is a belief among people that if generic medicines become common everywhere, many commercial interests will be affected,” said a doctor working in the private sector. “Chemists often earn better margins on branded medicines. Naturally, cheaper alternatives can affect that business model.” He added that wider availability of generic medicines would significantly benefit economically weaker sections. “If genuine generic medicines remain available consistently across markets and hospitals, poor patients will save huge amounts of money,” the doctor said. “Yes, the business of some chemists may get hit hard, but from a public welfare perspective, affordable healthcare should come first.” Many doctors who talked to this reporter on the issue said the issue deserves far greater policy attention than it currently receives. “It is strange that such an important issue is being ignored and hardly anybody talks seriously about it,” said a social activist associated with public health campaigns. “Medicines are not luxury items. They are basic necessities, especially for poor patients.” Several patients also complained that doctors frequently prescribe medicines by brand name instead of generic names, leaving consumers dependent on expensive retail options. “Whatever doctors write, patients buy without asking questions,” said a chemist in Srinagar. “Most customers don’t even know there is something called a generic equivalent.” Public health experts believe that stronger regulation, transparent prescription practices, and wider public awareness can substantially reduce healthcare expenditure in Jammu and Kashmir. Among the suggestions put forward by doctors and health observers are mandatory prescription of generic names in government hospitals, expansion of Jan Aushadhi stores in rural areas, awareness advertisements in newspapers, social media and local television, public outreach programs in villages, and ensuring uninterrupted supply of generic medicines. Experts also stressed that confidence-building measures are necessary because inconsistent availability at some outlets discourages patients from shifting permanently to generic alternatives. For many families battling inflation and rising healthcare costs, the debate over branded versus generic medicines is no longer merely a medical issue but an economic survival concern. As medicine expenses continue to consume a major share of household budgets, questions are increasingly being raised over why awareness regarding affordable generic medicines remains limited despite government schemes being in place for years. (KNT)

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