Should Tata 1mg actively promote cheaper substitute medicines or default to the prescribed brand?

Introduction

When a Tata 1mg user searches for a medicine, they often see cheaper alternatives with the same active ingredient, strength and dosage form. In India, many "generic" medicines are branded generics: the same molecule sold under different brand names at very different prices. Recommending substitutes can save patients a lot of money, and the substitutes often carry better margins for the pharmacy. But it also raises questions of trust ("Is this cheaper one as good?"), doctor preference and regulation.

The question: should Tata 1mg actively promote cheaper substitute medicines in search and at checkout, or show the prescribed brand by default and keep substitutes as a secondary option? This is a trade-off between patient savings and margin on one side, and trust, simplicity and doctor relationships on the other.

Step 1

Clarifying Questions (3 minutes)

• Context: what does "substitute" mean here — same molecule, strength and form from a different manufacturer?

• Assumption: Yes, only exact equivalents; no therapeutic switches.

• Business context: how do margins compare?

• Assumption: Substitutes typically cost patients 20–50% less, while 1mg's percentage margin is higher on many of them.

• User impact: how often do users accept substitutes today?

• Assumption: About 12% of eligible orders include a substitute when shown as a secondary option.

• Regulatory: are there rules on substitution?

• Assumption: Prescriptions name brands; substitution must respect regulations and pharmacist judgement, and patients must consent.

• Resources: is this a product-only decision?

• Assumption: Pharmacy, compliance and medical affairs teams must agree.