The pharmaceutical industry in India is dominated by physicians and patients. They have a lot of options for treatments and surgeries. This calls for a higher dependence on scenario-based planning, a more intense focus on obtaining productivity benefits from sales and marketing expenditures, and demonstrating the worth of medications. Consumers are increasingly being marketed to and sold prescription medications using conventional marketing strategies like advertising and promotion. As a result, branding will have more of an impact on how patients and doctors behave and think. The pharmaceutical industry in India is dominated by physicians and patients. They have a lot of options for treatments and surgeries. In order to achieve this, scenario-based planning must be used more frequently, productivity gains from sales and marketing expenditures must be prioritised more intensely.