Marketing Impact on Health Supplement Consumers in Pune
Harshali Bhalerao; Dhananjay Mandlik
Lap Lambert Academic Publishing
2026
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The pharmaceutical sector is a key driver of employment, economic growth, and public welfare, playing a vital role in improving human health. It is technology-intensive, capital-heavy, and strategically important due to the essential and non-substitutable nature of its products. Globally, the industry ranks among the largest by volume, with India holding a strong position by supplying over half of global vaccine demand, around 40% of US generic medicines, and 25% of medicines in the UK. The sector's growth is driven by low-cost generics, skilled professionals, strong domestic competition, exports, and government initiatives such as Make in India.