Counterfeit drugs: Impact on not only revenues of power brands, but also a major risk to public health. Choose the right solution

There are alarming figures quoted by various authorities regarding the extent of counterfeiting affecting pharmaceutical business.

However it is not just counterfeiting which erodes the sales of power brands, pass-offs also significantly impact sales of power brands .

Pass-offs adopt similar packaging design and format as the power brand. The power brand get substituted by pass-off due to lucrative offers and schemes.

When it comes to checking counterfeits and pass-offs the current solutions have their limitations because of which the menace continues to grow.

It is therefore important to have ‘consumer discernible’ anti-counterfeit packaging which can shout to convey its authenticity and get registered in the minds of consumers.

Secondly the anti-counterfeiting packaging should not be accessible to be procured by counterfeiters and pass-offs.

This can ensure brand protection from counterfeits and pass-off and one can see the high growth getting reflected in sales of power brands. The success of this has been demonstrated in case of some brands which adopted this approach.