Generics The key issue when prescribing generic drugs in India is quality, not price, with Indian doctors relying on the reputation of companies that have demonstrated their commitment to quality over time. A new study has found that the perceived difference in the quality of various brands of generic drugs that can be prescribed interchangeably is one of the major barriers to effective price competition in India's drug market, reports The Pharma Letter’s India correspondent. 2 December 2021