evidence: The latest DPCO, 2013 [6] was notified on 15 May 2013 for the implementation of the National Pharmaceutical Pricing Policy (NPPP), 2012 [7]. The NPPP’s objective was ‘to put in place a regulatory framework for pricing of drugs to ensure availability of essential medicines at reasonable prices even while offering adequate opportunity for innovation and competition to support the pharmaceutical industry. As per the DPCO, 2013 all the drugs under the National List of Essential Medicines (n = 348) notified by the Ministry of Health and Family Welfare were brought under price control. DPCO 2013 set the price ceilings for these medicines averaging the existing market prices (of all brands that have a market share of 1% or greater) and adding a 16 per cent retailer’s margin to it. In addition, the brands priced below the ceiling price were required to maintain the prices at current levels, whereas the brands priced above the price cap had to reduce their prices.