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The Indian pharmaceutical industry is increasingly integrating secure packaging, real-time verification systems, and digital authentication technologies into their operations as there is a growing consensus among the companies that both preventive and post-marketing anti-counterfeiting initiatives are strategic imperatives, says an anti-counterfeiting industry expert.
The Indian pharmaceutical industry has shown a high degree of adaptability by proactively adopting anti-counterfeiting measures beyond regulatory mandates, said Manoj Kochar, president of Authentication Solution Providers' Association (ASPA).
"Many companies are now implementing advanced 'phygital' authentication solutions, which combine physical security features such as holograms with digital tools like QR codes, serialization, and blockchain-based systems. These integrated approaches enhance supply chain visibility, enable effective product verification, and foster consumer trust," he said.
Although investment levels vary depending on company size and market exposure, there is a growing consensus that both preventive and post-marketing anti-counterfeiting initiatives are strategic imperatives.
These investments not only safeguard brand reputation and ensure patient safety but also facilitate compliance with evolving domestic and international regulations. Companies are increasingly integrating secure packaging, real-time verification systems, and digital authentication technologies into their operations.
ASPA supports these initiatives by offering technical expertise, promoting innovation, conducting capacity- building programmes, and organizing industry forums to share best practices and the latest developments in authentication technologies, he added.
Emerging trends indicate that counterfeiters are becoming increasingly sophisticated, leveraging advanced techniques to closely replicate genuine products, thereby making detection difficult for consumers and healthcare professionals alike. The rise of e-commerce has further created new pathways for counterfeit drugs to reach end-users, often circumventing traditional regulatory frameworks.
Advanced technologies, while enhancing pharmaceutical security, are also being exploited by counterfeiters to produce highly convincing fake products. High-resolution digital printing and replication software have made it easier to duplicate packaging, labels, and even QR codes. In response, the industry is focusing on strengthening supply chain controls and implementing a combination of physical, digital, and 'phygital' anti-counterfeiting technologies.
These include secure holograms, tamper-evident labels, RFID tracking, machine-readable covert markers, blockchain-based serialization systems, and smartphone-enabled authentication using QR codes, along with AI-powered verification tools.
"ASPA plays a crucial role by guiding companies in adopting ISO 22383-compliant technologies and facilitating collaboration between solution providers and regulators. This multi-layered approach is essential to stay ahead of increasingly sophisticated counterfeiters," said Kochar.
Commenting on the impact of counterfeiting in India’s pharmaceutical sector, he said that it remains a significant challenge, particularly in tier II and III cities, where limited access to organized retail channels and lower consumer awareness exacerbates the problem.
Factors such as rising demand for specific medications, supply chain disruptions, and the expansion of online platforms have contributed to the spread of counterfeit drugs.
These products often bypass regulatory oversight and enter the market through informal or unregulated channels, undermining efforts to ensure the safety and quality of medicines.
Addressing this issue calls for strengthened enforcement, enhanced consumer awareness, and the widespread adoption of advanced technologies to trace and authenticate pharmaceutical products.
In response to these challenges, the Indian government and industry stakeholders are intensifying their efforts by implementing track-and-trace systems, tightening regulatory controls, and launching public awareness campaigns. These initiatives aim to safeguard public health and reinforce confidence in the pharmaceutical sector, he added.
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