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“The integration of authentication and traceability solutions is not only protecting patients but also directly contributing to increased sales and brand trust,” observed industry experts at TAF Connect 2026, India’s premier authentication and brand protection conclave held recently in Mumbai.
In a clear signal of how technology and trust are reshaping the pharmaceutical landscape, industry leaders at TAF Connect 2026 highlighted that companies adopting robust authentication and traceability mechanisms are witnessing a measurable rise in sales. This growth is being driven by enhanced consumer confidence, improved supply chain transparency, and stronger safeguards against the ever-expanding threat of counterfeit drugs.
The discussions painted a stark picture of the counterfeit drug ecosystem. Experts revealed that counterfeiters are increasingly sourcing low-cost, substandard active pharmaceutical ingredients (APIs), either imported or procured domestically, to manufacture fake drugs. These counterfeit medicines often mimic the composition of genuine products so closely that they can be difficult to identify, and in some cases may even produce temporary therapeutic effects, making them particularly dangerous for patients and regulators alike.
Ankit Gupta, president of the Authentication Solution Providers’ Association (ASPA), raised concerns over the rapid escalation of counterfeiting incidents in India over the past three years. He pointed out that counterfeiters are becoming more organized, technologically adept, and financially equipped. The expansion of e-commerce and globalized supply chains has further widened their reach, complicating enforcement efforts. In response, industry stakeholders are increasingly aligning with global standards such as ISO 22383:2020 and ISO 28000 to strengthen their anti-counterfeiting frameworks.
A recurring theme throughout the conclave was the pivotal role of consumers in combating counterfeit products. Nakul Pasricha, vice president of ASPA, emphasized that the fight cannot be won without active public participation. He advocated for engaging, empowering, and incentivizing consumers through awareness campaigns and loyalty programs. Stressing that nearly 150 crore citizens must act as vigilant stakeholders, Pasricha noted that counterfeiters often replicate packaging so convincingly that traditional “look and feel” checks are no longer reliable. Instead, consumers must be encouraged to actively verify products using built-in authentication features.
The need for systemic reforms also came into focus. Dr. Keshav Kumar, former joint director of the Central Bureau of Investigation (CBI) and director general of police (DGP) and director, Anti-Corruption Bureau (ACB), Gujarat, stressed the importance of strengthening judicial processes to improve conviction rates in counterfeiting cases. Without swift and decisive legal outcomes, he warned, deterrence remains weak. Supporting this perspective, Dr Umesh Kamble, vice president, Association of Food Scientists and Technologists (India), highlighted ongoing government initiatives aimed at educating consumers, while Vikrant Rana, legal expert and managing partner, S S Rana and Co. elaborated on the role of regulatory frameworks such as trademark laws, copyright protections, and customs enforcement in safeguarding public interests.
From a regulatory standpoint, Anupama B. Patil, assistant commissioner of the Maharashtra Food and Drugs Administration (FDA) underscored the importance of deploying advanced analytical tools such as mass spectrometry and high-performance liquid chromatography (HPLC) to detect counterfeit drugs with greater accuracy. She also pointed to recent government efforts focused on consumer awareness as a critical complement to enforcement.
Industry practitioners provided insights into how companies are responding on the ground. Lalit Kumar Desai, assistant general manager (AGM), Procurement, Alembic Pharmaceuticals explained that modern pharmaceutical packaging now relies on multiple layers of security. These include overt and covert physical features, serialization, and track-and-trace systems that ensure end-to-end visibility across the supply chain. He also emphasized the importance of selecting reliable vendors and extending awareness initiatives to rural areas, where counterfeiters often exploit limited consumer knowledge.
Saurabh Agarwal, treasurer at ASPA, described the pharmaceutical supply chain as inherently complex, involving multiple stakeholders from manufacturers to hospitals, pharmacies, and end users. To address this complexity, he advocated a multi-layered “mix-and-match” approach to authentication. This includes primary packaging safeguards such as holograms and tamper-evident seals, secondary systems like serialization for tracking product origin and movement, and tertiary consumer-facing tools such as QR codes, SMS verification, and cloud-based applications. Advanced technologies like RFID further enhance traceability at scale.
The conversation also extended to traditional medicine sectors. Milan V. Mehta, Honorary secretary general, Ayurvedic Drugs Manufacturers’ Association (ADMA) noted that manufacturers adhere to Schedule T of the Drugs and Cosmetics Act, 1940, which mandates Good Manufacturing Practices for Ayurveda, Siddha, and Unani medicines. However, he stressed that compliance must be rigorously enforced, with violations pursued to their logical conclusion to maintain industry integrity.
Adding a global perspective, Chander Jeena, secretary general of the International Optical Technology Association (IOTA) highlighted Malaysia’s long-standing success in implementing pharmaceutical authentication systems since 2005. He suggested that India could draw valuable lessons from such models to strengthen its own anti-counterfeiting ecosystem.
A report jointly released by ASPA and CRISIL during the conclave further underscored the scale and sophistication of counterfeit operations. It revealed that counterfeiters often replicate branded packaging with striking accuracy and, in some cases, reuse discarded original materials such as vials and labels. Analysis of customs seizure data showed that commonly targeted drugs include antibiotics, painkillers, and medications for lifestyle diseases, as well as critical treatments for conditions like HIV/AIDS and cancer—highlighting the severe public health implications.
The overarching message from TAF Connect 2026 was that while authentication and traceability solutions are proving to be powerful tools in boosting sales and strengthening brand credibility, the fight against counterfeit drugs requires a unified, multi-stakeholder approach. Industry, government, legal systems, and consumers must work in tandem to build a resilient ecosystem that not only detects and deters counterfeiting but also safeguards public health at every level.
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