‘Why wait? Just take a pill and feel better instantly!’ This seems to be the unspoken motto of modern India when it comes to health.

From a splitting headache to sleepless nights, there’s a medicine for every problem. The convenience is hard to ignore; just pop a tablet and get back to your routine. But this growing reliance on pills, known as the ‘pill culture,’ is not as harmless as it seems. While it offers quick relief, it also creates a tangled web of overuse, dependency, and neglect of holistic health approaches.

Quick Fixes for Busy Lives

Pill culture thrives because it fits perfectly into our fast-paced lives. Have a headache? Pop a pill. Feeling anxious? Take a tablet. Today, over-the-counter (OTC) drugs are available at every small and big pharmacy. They’re easy to buy and don’t require a prescription, which makes them incredibly tempting and convenient. But this accessibility has its downsides. A 2022 survey revealed that out of 379 participants, 98% of the participants self-medicate themselves (Barde & Patel, 2024). In rural areas, local pharmacists often act as informal doctors, offering advice and medicines without proper knowledge. This trend saves time, but it’s risky; incorrect dosages, potential side effects, and growing dependency are just a few of the problems.

The Antibiotic Problem

One of the most dangerous consequences of pill culture is the misuse of antibiotics. “India is the largest consumer of antibiotics globally in terms of absolute volume(Fazaludeen Koya et al., 2022). While these drugs save lives when used correctly, they can wreak havoc when misused. Many people take antibiotics for viral infections like the common cold, even though these drugs are not required for such infections many a time. This misuse is breeding ‘superbugs,’ bacteria that are resistant to antibiotics. A 2021 study revealed that over 92% of bacterial infections caused by Acinetobacter baumannii (a bacteria responsible for pneumonia, urinary tract infections, and sepsis) were resistant to carbapenem antibiotics, a critical class of drugs. This leaves very few treatment options for patients, which is a serious concern (Nogrady, 2023).

According to the World Health Organization (2023), antibiotic resistance is a growing crisis in India. As infections become harder to treat, patients need stronger, more expensive medications. Around 300,000 deaths are caused due to antibiotic resistance in India itself (Klemperer et al., 2024). The sad part? This problem is avoidable. Stricter regulatory bodies when it comes to medicine supplies, policy changes to medicine and health care, public awareness, and education, other than the many other approaches, could make a huge difference.

How It Changes Our Thinking

At its heart, pill culture changes how we think about health and well-being. The idea that a pill can ‘fix’ a problem creates a mindset where quick fixes are valued more than long-term solutions. This dependency isn’t just physical; it’s psychological. People begin to believe that they can’t manage their health without medication. For mental health, this mindset can be particularly harmful. While medications may reduce symptoms, they often don’t address deeper issues like the causes of stress, trauma, or unhealthy lifestyles. Without complementary therapies like counselling or mindfulness, people risk becoming stuck in a cycle of symptom suppression.

A Shift from Traditional Practices

India has a rich history of traditional health practices like Ayurveda, yoga, and home remedies (Pandey et al., 2013). These methods focus on prevention and long-term well-being. However, modern lifestyles have shifted the focus toward quick fixes. Multivitamins, supplements, and over-the-counter medications have replaced turmeric milk and herbal teas in many households. India’s dietary supplements market was valued at $3,924.44 million in 2020 and is projected to grow significantly, reaching $10,198.57 million by 2026, with an annual growth rate of 22% (Ministry of Food Processing Industries, n.d.). This shift isn’t just about convenience; it’s also about perception. Parents, for example, often give their children supplements to boost immunity without consulting a doctor.

The Psychological Aspect

The pill culture influences not just physical health but also mental well-being. It reshapes how we perceive and manage our challenges. Everyone’s body responds differently, and what works for one person may not be effective for another. This is especially true for mental health conditions, where medications can be life-saving but should not be seen as the sole solution.

While pills can play a critical role in managing mental health disorders, they work best when paired with therapies that address the underlying issues, such as counselling, mindfulness, or lifestyle changes. For conditions like stress or anxiety, methods like mindfulness or exercise can complement medication, offering a more holistic approach to healing.

It’s essential to approach mental health with empathy and avoid stigmatising anyone who uses medication. Instead, we should encourage a balanced perspective that combines medical treatment with inner work and sustainable practices for overall well-being.

How Pharma Companies Shape Choices

Pharmaceutical companies play a massive role in fuelling the pill culture in India. Their advertising strategies often portray pills as miracle solutions that offer a quick fix for a range of problems. For instance, television advertisements for stress-relief tablets or social media campaigns promoting energy-boosting supplements subtly encourage people to self-medicate without considering potential risks. An estimate suggests that in 2004, the top 50 companies in India collectively spent Rs 5,340 crore on drug promotion, allocating 290% to 1,025% more funds for marketing than for research and development (Lodha & Bhargava, 2010). This relentless marketing creates a perception that pills are the go-to solution for almost everything.

Doctors are not entirely immune to this influence. Pharmaceutical companies often incentivise them through gifts, sponsored trips, or financial benefits to promote specific medications. Such practices blur the line between professional ethics and commercial interests, sometimes leading to overprescription or the recommendation of unnecessary drugs. This issue is further compounded by weak regulatory frameworks in India, which allow for aggressive marketing and minimal oversight of prescription practices.

A 2020 study shows that more than half of physicians prescribe medication due to the influence of pharmaceutical manufacturers (Hailu et al., 2021). Additionally, the World Health Organisation (WHO) has consistently flagged the dangers of unregulated pharmaceutical advertising in developing countries, emphasizing its role in promoting irrational drug use. To tackle this, India needs to consider stronger regulations on pharmaceutical advertising and ensure that consumers receive accurate information about the drugs they are being encouraged to use.

Access and Inequality

The pill culture also shows the stark inequalities in healthcare access across India. For people from a higher socio-economic background, popping a pill for one reason other than the many could be a matter of convenience, a way to save time and avoid the hassle of visiting a doctor. But for the other segment, pills may be their only lifeline. The doctor-to-population ratio in rural India is alarmingly low in most states. West Bengal has the highest disparity, with just one doctor for every 85,000 people. Uttar Pradesh and Jharkhand follow closely, with a ratio of approximately 1:70,000. Other states, including Chhattisgarh and Madhya Pradesh, have over 1 doctor for every 50,000 individuals, while Bihar, Gujarat, Odisha, and Punjab have ratios exceeding 1:35,000 (Taqi et al., 2017). Here, local pharmacists or untrained practitioners frequently step in to fill the void. While their efforts do provide some level of care, they often lack the medical expertise needed to prescribe the right medications or diagnose conditions accurately.

This gap can lead to dangerous consequences, such as incorrect treatments, worsening illnesses, or growing resistance to drugs, and it can also prove to be fatal in the worst cases. Addressing this divide requires not only improving access to qualified healthcare professionals but also educating rural communities about the risks of self-medication and the importance of seeking proper medical advice. It is a very long-term goal to ensure the availability of doctors in rural areas. First, systems need to be in place to ensure proper housing, food, and basic amenities.

Striking a Balance

The improved healthcare in India is a double-edged sword. While it has made healthcare more accessible, it has also created new challenges. The key is to balance and embrace the benefits of modern medicine without losing sight of holistic health.

Medicines are powerful tools, but they are not the answer to everything. True health requires a combination of prevention, self-care, and thoughtful medical intervention. As a society, we need to rethink our approach to well-being, valuing long-term health as much as immediate relief.

References

• Barde, A. A., & Patel, S. (2024, June 18). A Survey to Study the Use of Over-the-Counter Drugs Among Medical Students in a Tertiary Teaching Hospital. Innovareacademics.in. https://journals.innovareacademics.in/index.php/ijpps/article/view/51245/30606
• Fazaludeen Koya, S., Ganesh, S., Selvaraj, S., Wirtz, V. J., Galea, S., & Rockers, P. C. (2022). Antibiotic consumption in India: geographical variations and temporal changes between 2011 and 2019. JAC-Antimicrobial Resistance, 4(5). https://doi.org/10.1093/jacamr/dlac112
• Hailu, A. D., Workneh, B. D., & Kahissay, M. H. (2021). Influence of pharmaceutical marketing mix strategies on physicians’ prescribing behaviours in public and private hospitals, Dessie, Ethiopia: a mixed study design. BMC Public Health, 21(1), 65. https://doi.org/10.1186/s12889-020-10063-2
• Klemperer, K., Koya, S. F., Ganesh, S., Yadav, P., & McDonnell, A. (2024, September 7). Four Key Findings on Antibiotic Consumption in India. Centre for Global Development. https://www.cgdev.org/blog/four-key-findings-antibiotic-consumption-india
• Lodha, R., & Bhargava, A. (2010, January 1). Financial incentives and the prescription of newer vaccines by doctors in India. Indian Journal of Medical Ethics. https://ijme.in/articles/financial-incentives-and-the-prescription-of-newer-vaccines-by-doctors-in-india
• Ministry of Food Processing Industries. (n.d.). India’s Nutraceutical Market Growth. Www.foodprocessingindia.gov.in. https://www.foodprocessingindia.gov.in/newsletter/emailer/two
• Nogrady, B. (2023). The fight against antimicrobial resistance. Nature, 624(7991), S30–S32. https://doi.org/10.1038/d41586-023-03912-8
• Pandey, M. M., Rastogi, S., & Rawat, A. K. S. (2013). Indian Traditional Ayurvedic System of Medicine and Nutritional Supplementation. Evidence-Based Complementary and Alternative Medicine, 2013, 1–12. https://doi.org/10.1155/2013/376327
• Taqi, M., Bidhuri, S., Sarkar, S., Ahmad, W. S., & Wangchok, P. (2017). Rural Healthcare Infrastructural Disparities in India: A Critical Analysis of Availability and Accessibility. Journal of Multidisciplinary Research in Healthcare, 3(2), 125–149. https://doi.org/10.15415/jmrh.2017.32011
• WHO. (2023, November 21). Antimicrobial Resistance. World Health Organisation; World Health Organization. https://www.who.int/news-room/fact-sheets/detail/antimicrobial-resistance.

Authors: Prof. Moitrayee Das, Faculty of Psychology, FLAME University, & Ankita Singh, Undergraduate Student, FLAME University.