Srinagar, May 16: Despite the availability of low-cost generic medicines under government-backed schemes, a large number of patients in Jammu and Kashmir continue to spend heavily on expensive branded drugs, raising concerns over weak public awareness and limited outreach by health authorities.

Patients across Srinagar and other districts are often seen purchasing costly branded medicines from private chemist shops, frequently unaware that the same drugs are available at much lower prices under generic names through government-supported outlets such as the Pradhan Mantri Bhartiya Janaushadhi Pariyojana (PMBJP).
Health experts say the situation has become a financial burden for poor families, elderly citizens, and patients suffering from chronic illnesses like diabetes, hypertension, and heart diseases, where long-term medication is required.
Generic medicines contain the same active ingredients as branded drugs but are sold at significantly lower prices. However, doctors and patients note that public perception still favors branded medicines due to lack of awareness and trust issues.
Under PMBJP, Jan Aushadhi Kendras provide medicines at prices 50–90 percent lower than branded alternatives. Officials say the scheme was designed to reduce out-of-pocket healthcare costs, but ground reports suggest limited awareness among the public in Kashmir.
Residents and patients say they have rarely seen strong awareness campaigns promoting generic medicines. “People spend thousands every month without knowing cheaper options exist,” said a Srinagar resident, adding that most patients follow prescriptions without questioning alternatives.
Doctors acknowledge that misconceptions persist, with many patients assuming low-cost medicines are less effective. They stress that all approved medicines meet regulatory standards for safety and efficacy.
Experts and health professionals suggest stronger awareness drives, including hospital-level campaigns, public advertisements, radio messaging, and mandatory prescription of generic names in government facilities.
Some doctors also pointed to the dominance of branded drugs in the retail market and said chemists often earn higher margins on branded medicines, which may discourage wider promotion of generics.
Public health observers believe improved regulation, better supply consistency, and aggressive awareness campaigns could significantly reduce healthcare expenses in the region.
They also emphasized that medicine affordability is becoming an economic concern for many families, making awareness about generic alternatives increasingly important.
Despite government initiatives, experts say the gap between policy and public awareness continues to limit the benefits of low-cost healthcare options in Jammu and Kashmir.