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The Indian pharmaceutical industry has started deploying blockchain and QR codes, among others, to thwart the menace of counterfeit drugs. The industry is now keen to implement nano scale tags to prevent total product replication.
Concerted efforts in research and innovation are paving the way for a future where counterfeiting becomes increasingly difficult, if not altogether eradicated, said Manoj Kochar, president, Authentication Solution Providers Association (ASPA).
Innovations in technology have been vital in the war against counterfeiting. Blockchain technology is one such invention that provides a decentralised, impenetrable ledger system. Blockchain technology enables businesses to generate unchangeable records of the production process and delivery of their items, which eventually gives customers the ability to easily confirm the legitimacy of products by scanning a QR code. This discourages counterfeiters and promotes supply chain openness and confidence, he added.
Various companies in India are employing a range of anti-counterfeit methods like batch coding, tamper-evident labelling, security labelling, serialisation, security tear tape, tagger foil, and security blister foils. Similarly, advancements in nanotechnology have led to the development of sophisticated anti-counterfeiting measures, such as nano-scale tags and markers that are invisible to the naked eye but can be easily detected using specialized equipment. These tags can be embedded in products at the stage of manufacturing and serve as unique identifiers, making it virtually impossible for counterfeiters to replicate them, Kochar told Pharmabiz.
The Indian pharma’s vibrancy attracts counterfeit activities due to supply-demand gaps, leakages in supply chains, and other vulnerabilities such as inadequate healthcare services and high medicine costs, he noted
Therefore to battle against counterfeiting, policy intervention is important. The Union government’s QR codes for the top 300 pharmaceutical brands is addressing counterfeits and ensuring traceability. Combining digital and physical measures like tamper-evident seals with barcodes is key l to secure the entire supply chain.
In order to fight cross-border counterfeiting, India already works with international organisations like Interpol and the World Customs Organisation. Strict regulations, RFID and standardised serialisation formats, such as GS1 standards, secure data exchange protocols and the establishment of a global database are resulting in uniform, compatible and seamless communication across borders and is facilitating efficient information sharing between regulatory bodies.
Artificial intelligence (AI) and data analytics are being used to spot trends and stop fraudulent activities. AI identifies patterns in large volumes of data that lead to the presence of counterfeit goods. This allows authorities to take preventative action and break up illegal supply networks. Moreover, AI-powered image recognition technologies can be deployed to authenticate products in real-time. Smartphone applications equipped with AI algorithms can analyse product packaging, logos, and other visual cues to determine the authenticity of goods.
According to Kochar, battle against counterfeiting should focus on providing customers with user-friendly authentication methods. Product authentication features are being integrated into marketing efforts by businesses, giving customers the ability to use internet or mobile applications to confirm the legitimacy of products.
Despite the significant progress made to battle counterfeits, yet here re challenges. Counterfeiters are adept in new technologies which warrants continuous innovation and collaboration to stay ahead of the curve. The rise of e-commerce platforms have presented new avenues for counterfeiters to exploit. However, brands have intensified their collaboration with online retailers to ensure the authenticity of products sold online. Looking ahead, continued investment in research and innovation, coupled with enhanced collaboration between governments, industry, and consumers, will be crucial in achieving a world where counterfeit products are no longer a threat, said Kochar.
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