ncreased awareness about health has led to many consumers practicing self medication. More and more consumers in countries across Asia, Africa and Eastern Europe prefer to buy over the counter (OTC) remedies that they are confident will relieve minor ailments. In addition to this, increasing competition has made OTC products quite affordable. India is no exception to this trend.

According to a Euromonitor Research Report, though incomes in India are growing, consumers are increasingly facing an erosion in time that could have been used to manage their health. This has led them to self-medication to stay healthy in the face of more stressful lifestyles. Consumers are looking for quick remedies with no side effects.... more