India’s over-the-counter (OTC) pharmaceutical market is expected to grow to ₹98,000 crore by 2030, driven by rising self-medication trends, expanding retail pharmacy networks and increased consumer health awareness, according to an EY report.

The growth is being supported by higher demand for vitamins and supplements, cough and cold remedies, pain relief, gastrointestinal products and dermatology solutions. Wider availability through organised retail, pharmacy chains and e-pharmacy platforms is improving access and accelerating market penetration.

For pharma companies, the OTC segment offers a high-volume, brand-driven revenue opportunity with faster go-to-market timelines compared with prescription medicines. Lower regulatory complexity and stronger brand recall make OTC products attractive for portfolio diversification and margin improvement.

The report also highlights the role of product innovation, new formats and targeted marketing in driving category growth, as companies compete for consumer loyalty in a crowded marketplace.

With consumer healthcare spending rising and distribution channels expanding, the OTC segment is expected to remain a key growth driver for the Indian pharma industry over the next decade.

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