N Santhanam, Piramal Healthcare, said, "It is definitely a grounding factor, even a growth of 10 to 12 percent, whereas in other countries it is just two to three per cent. This makes this market very strong.”

The companies like Piramal, Lupin, Cipla, and Ranbaxy are strongly focussed on local segments and managed to stay firm in the falling markets. Moreover, they recorded an average sales growth of about 11 per cent at home, while the overseas growth was half.

B. N Singh, President of Indian Drug Manufacturers Association and MD of Alkem Labs, said, “India as a market has a strong position. Volume wise it is the third in the world and value wise it is 14th still. So, it has great potential, if it could get government support."

However, anti-infectives, which continue to dominate the rural market have grown the fastest and are expected to maintain the push, fuelled by lifestyle drugs like cardiac and diabetes drugs, which cater mainly to urban segments.

Shailesh Gadre, MD India, ORG – IMS, said, "From a size perspective the Indian market is significant and domestic players dominate at least 80 per cent of the market share and would continue to dominate over their global counterparts."

Meanwhile, the World Health Organization (WHO) says there is much to explore in the rural markets and as India grows with more cities and towns, it’s a goldmine for drug makers.