Bridging gapsApart from the front end, digitization solves multiple issues in the supply chain. Pharma retail is highly fragmented in India, with over 80,000 distributors apart from the scattering of small medical stores.This wasn’t always the case.
Time was when a pharma major would have a rigorous process of testing and interviewing to onboard a distributor.Then the bean counters at these companies decided the easy way to add to their turnover was to appoint more distributors in a sprawling, diverse market as India.
The upshot is a noodle soup of distribution, unlike Western markets where pharma companies operate with a handful of large distributors.