Our Work


Anand and Ahmedabad (Gujarat)



Outline India, in collaboration with, The Bridgespan Group, carried out a research to understand the medicine buying behavior and the preferences of those suffering from chronic illnesses, at pharmacies on behalf of their client. 

The research explored consumer and market behavior concerning awareness about generic medicines, along with a special focus on the customer experience. The study delves into understanding the multiple factors influencing customer choices and satisfaction, especially for those dealing with non-communicable diseases and chronic illnesses. The study was conducted in the Anand and Ahmedabad districts of Gujarat, where qualitative interviews were carried out with urban-dwelling consumers above the age of 45.