India, March 10 -- An analysis by PharmEasy highlights several reasons why more consumers are choosing branded substitutes instead of higher-priced branded medicines. The findings are part of a survey on branded and generic medicines, which examines changing medicine-buying behaviour in India.

One of the most significant drivers is cost. Branded substitutes contain the same active ingredients, meet identical quality and safety standards, and provide similar clinical benefits as branded medicines of the same composition, but are usually available at lower prices. According to PharmEasy sales data, users reported savings of up to 60% when purchasing generic medicines on the platform.

According to the survey, the primary reason for choosin...