India's generic drug prescription mandate faces execution challenges, says Fitch

The Indian government's mandate for physicians to prescribe only generic drug names is facing challenges in execution, according to Fitch Ratings. The report suggests that a significant decline in sales of branded generics will impact the profitability of Indian pharmaceutical companies, as lower prices will outweigh the benefits of reduced marketing costs. However, Fitch believes that the new guidelines are unlikely to result in an immediate shift away from branded generics.

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