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The crusade for affordable medicines in India is also a fight against the proliferation of irrational and non-essential fixed-dose combinations (FDCs). Ethical pharmacies committed to affordability often take a stand by stocking and promoting rational, essential medicines from trusted generic manufacturers. They act as a buffer against aggressive marketing by certain brands that push unnecessary vitamin tonics or antibiotic combinations. By simplifying the menu for patients and doctors alike towards cost-effective, proven single-ingredient drugs, they promote rational pharmacotherapy. This requires courage and conviction, as it often means going against commercial incentives. Their role is thus not passive but actively therapeutic for the system itself, steering both prescribers and consumers towards wiser, safer, and more economical choices for long-term health. -- https://genieknows.in/