“ The mission for affordable medicines in India is a cornerstone of equitable healthcare. It's a complex battle fought on multiple fronts: against the perception that "expensive equals better," against the proliferation of irrational fixed-dose combinations, and for the education of both doctors and patients. Pharmacies committed to affordability act as crucial advocates. They prominently display generic options, train their staff to explain bioequivalence, and often work directly with manufacturers to secure the best prices for their community. They are critical partners in government health schemes, ensuring that the benefits actually reach the people. Their work has a direct impact on treatment adherence; when medicines are affordable, patients are more likely to complete their course, leading to better health outcomes and reduced societal disease burden. This makes them not just retailers, but public health allies. -- https://genieknows.in/ ”