The country is the largest exporter of generic medicines in the world, yet its own people are still paying exorbitant prices for basic treatments. The core of this problem is dominated by branded generics, which are sold as off-patent drugs under brand names and charged markups of up to 600%. Bengaluru-based startup PlatinumRx is responding with a bold measure to break this status quo by providing vetted generic alternatives at affordable prices directly to chronic care patients themselves.

Disruptive model of PlatinumRx

Ashutosh Pandey and Piyush Kumar co-founded PlatinumRx in 2024. PlatinumRx is focused on removing the maze of generic drugs, creating a single reliable alternative to each salt, as it has been vetted through stringent quality assurance. The startup bypasses pharmaceutical distribution channels that normally add markups to prices.

PlatinumRx has been providing services to more than 200,000 patients in 20,000 pin codes since its inception. Its promise is strong, high-quality generics at 50-60% of the price, shipping is fast, one day in large cities and in five days in the rest of the country.

The recent funding round of $6 million Series A by Stellaris Venture Partners will drive the growth of the company. It has plans to expand fulfillment centers, reinforce its supply chains, and grow its product and tech teams to one million customers next year.

Ashutosh Pandey said, “India is the largest exporter of generics in the world, yet our own patients still overpay for off-patent drugs. Chronic patients often spend Rs 2,000–Rs 5,000 a month on medicines. For many households, that’s a financial burden, and some even skip treatment. Our vision is simple: help families access medicines at 50–60% lower cost while maintaining top-notch quality.”

Quotation Source: YourStory 

Branded generics and building trust

Monthly medicine costs can be as high as rent for millions of Indians who have chronic health issues such as diabetes and hypertension. These drugs are technically generic, but are priced as a branded generic, driving prices sky high. The cost of medicine can be ₹2,000-5000 per month, which makes the medication a burden and compels some patients to pay nothing at all.

The reason behind this broad overpayment is not a lack of availability but instead a lack of trust and transparency in the generic drug market. The necessity of a trusted substitute is high because the penetration of true generics remains below 15% of the entire pharma industry. 

Trust is the biggest challenge in the generic medicine market in India, not supply. Patients are quality-conscious even though the government is doing everything to encourage the use of generics. PlatinumRx fills this gap by only letting high-quality brands that are credible onto its platform.

It is highly positioned, as it only deals with chronic care and vetted generics, which stands out against more general players such as Apollo 24/7 and Tata 1mg. Competitors have large catalog offerings across the board, but PlatinumRx is hoping that reliability, cost-cutting, and trust are the real differentiators.

National implications and market focus

PlatinumRx has opened fulfillment facilities in Bengaluru and Delhi and is spreading fast. Its customer base is dominated by states such as Uttar Pradesh, Maharashtra, Delhi, Karnataka, and West Bengal, which are estimated to present 60% of its demand. 60% of users are located in metros and tier-1 cities, which is an indicator of early adoption by urban chronic care patients.

Personalization through AI is also helping the startup to refine the user experience and sourcing. This technology-oriented approach will enhance efficiency and elevate consumer interest.

The model of PlatinumRx is not simply a business game; it is a possible revolution in the way India deals with pharmaceutical access. The startup is tackling one of the most urgent healthcare issues in this country by confronting the branded generics cartel and providing transparency, low-priced alternatives.

Its success might open the way to more extensive use of generics to minimize out-of-pocket costs and enhance compliance with treatment in chronic patients. To investors such as Stellaris, a fund that has already invested in such consumer brands as Mamaearth and fintech company Kiwi, PlatinumRx is an interesting intersection of healthcare innovation and scalable distribution.

Conclusion

The platinumRx is in its initial step, and the effect is already being noticed. The combination of affordable prices, quality guarantees, and technology-based delivery is transforming the paradigm of the pharmaceutical market in India as the startup is rewriting the rules of the game. In a nation where prescriptions are commonly determined by the cost of medicine, PlatinumRx provides a fresh prescription, one that is based on trust, transparency, and real savings.