The Amrit store, which is located inside the premises of ESIS Hospital in Worli, wore a deserted look when DNA visited on a weekday morning. The store is an initiative of the central government and drugs are procurred directly through government-owned company HLL.

AMRIT is known for affordable medicines and reliable implants for treatment. It cuts short the chain of middlemen and offers anywhere between 15 to 75 per cent discount on both branded and generic drugs but most consumers seem unaware.

"We opened the store during BMC elections but we were not able to publicise it due to the election code of conduct," said the marketing head for Maharashtra region who chose to remain anonymous. "We are able to offer heavy discounts but the demand has not yet picked up," he added. There is another AMRIT store at ESIS hospital in Mulund as well as one in Nagpur. Mumbai also has three other Jan Audhashi stores — at Ghatkopar, Borivli and Malad, apart from the 1,200 stores that have been opened across the country.

"We try to explain people the difference but not everyone is convinced. Also, since the prices of generic drugs are extremely low they doubt the quality," said Dr Dinesh Maniar, general practitioner, who runs the Amrit store at Borivali.

It is a view some doctors and pharmacists hold as well, however, it is refuted by the Maharashtra FDA. "There are several diseases for which there is no generic medicine available. So I recommend customers to choose from reliable brands," said Mohammad Rafique, pharmacist at Narendra store in Worli.

Another reason is that pharmacists are skeptical to open Jan Aushadhi stores due to the slim profit margin. Speaking to DNA earlier, Dr Vijay Satbir Singh, additional chief secretary (health), Maharashtra had confirmed that there are plans to open more such stores at government hospitals. This will give consumers more choice.

Know your drugs

Patented/BrandedAny new drug invented by a company is under patent for a period of 20 years. The company owns the patent since they have invested in R&D.

GenericOnce the patent expires the drug is known as generic. Price falls down as other companies are allowed to manufacture it.

In India, different companies sell a generic drug under a variety of brand names — adding neither value nor efficacy.

Price difference

Itraconazole capsules (100 mg) 4 capsules: Used to treat common fungal infectionsJan Aushadhi price: Rs 20.15Cheapest branded price: Rs 100Pioglitazone: Anti-diabetic drugJan Aushadhi price: Rs 11.70Cheapest branded price: Rs 43.39Diclofenac Diethylamine: Used to reduce inflammationJan Aushadhi price: Rs 21Cheapest branded price: Rs 150(Volini is a popular brand name for this chemical combination)