Uttar Pradesh

A REVIEW ON MARKETING OF OTC DRUGS

ABOUT AUTHORS:
Md. Yaqub Khan*, Poonam Gupta, Dr. Dipendu Goswami, Bipin Bihari, Vikas Kumar Verma
Saroj Institute of Technology & Management,
Ahimamau P.O. Arjunganj Sultanpur  Road,
Lucknow  -226002
*khanishaan16@yahoo.com

ABSTRACT
Purchase and use of OTC drugs without full knowledge is not only a waste of resources for all stakeholders but can be harmful for consumers. Creating awareness of rational drug use is only possible through continued public education with a broad vision of good health and wellbeing of the society. In developed economies, the four As of marketing has been addressed fairly well but in India, the accessibility and awareness is still on a lower side especially for allopathic OTC drugs. In India, the import, manufacture, distribution and sale of drugs and cosmetics are regulated by the Drugs and Cosmetics Act (DCA) and its subordinate legislation, the Drugs and Cosmetics Rules (DCR).

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