The Hidden Value of Forgotten Brands: How to Revive Products at the Edge of Delisting

Forgotten brands—those tail-end generics or OTC products teetering on delisting—represent a missed opportunity for pharma companies. In India’s Tier 2/3 markets, where generics drive 55% of prescriptions (IQVIA, 2025), these brands hold hidden value, offering steady margins with minimal investment. Yet, many firms write them off, losing revenue and ceding ground to regional competitors. For Medstry’s clients—small to mid-sized pharma, OTC, and healthcare providers—this oversight is costly. Here’s why forgotten brands deserve a second chance, how to revive them, and the ROI of strategic repositioning in India’s underserved markets.

The Problem: Prematurely Shelving Viable Brands

Pharma teams often delist forgotten brands due to:

• Misread Sales Data: Low overall sales mask strong regional demand, with 40% of generics showing steady uptake in Tier 3 towns (IMS Health, 2024).

• Urban Bias: Strategies target metro markets, ignoring the 900 million rural consumers who prioritize affordability (NITI Aayog, 2024).

• Stakeholder Neglect: Chemists, who drive 70% of rural OTC sales, are underutilized as brand advocates (BCG, 2025).

• Budget Misallocation: Resources flow to new launches, despite tail-end brands requiring 80% less investment (McKinsey, 2024).

• Regulatory Blind Spots: Firms overlook DPCO’s price caps, which ensure generics’ rural demand (NPPA, 2025).

This results in millions in lost revenue, eroded brand equity, and missed opportunities to serve India’s growing healthcare market, projected to hit $200 billion by 2030 (Deloitte, 2025).

The Solution: Targeted Revival in Tier 2/3 Markets

Forgotten brands thrive in India’s semi-urban and rural regions, where low-cost generics meet rising demand for chronic care. A 2025 Lancet study notes 50% of rural patients seek treatment for diabetes and hypertension, creating a niche for affordable tail-end products. By repositioning these brands, engaging local stakeholders, and leveraging digital channels, firms can revive them cost-effectively, aligning with Medstry’s mission for accessible healthcare.

Action Steps to Revive Brands

1. Analyze Micro-Market Demand

   Use sales and prescription data to identify brands with niche demand in Tier 3 towns, focusing on generics for respiratory or cardiovascular conditions (20% rural prevalence, Lancet, 2024). AI analytics can reduce analysis costs by 25% (ZS, 2025).

   
   

2. Reposition for Rural Needs

   Adjust messaging to highlight affordability and accessibility, using vernacular labels and smaller packs to suit rural budgets, boosting uptake by 18% (Deloitte, 2024).

   
   

3. Train Chemists as Partners

   Equip chemists with digital training tools (e.g., inventory apps), increasing sales by 15% in Tier 2/3 markets (IMS Health, 2025). Offer loyalty rewards to foster advocacy.

   
   

4. Deploy Vernacular Digital Campaigns

   Launch WhatsApp or SMS campaigns in regional languages, reaching 80% of rural mobile users (TRAI, 2025). These channels cost 60% less than urban ads, yet drive 20% adherence (BCG, 2024).

   
   

5. Streamline Supply Chains

   Partner with regional distributors and use micro-warehouses to achieve 90% stock availability, cutting stockouts by 20% (McKinsey, 2024). AI forecasting optimizes logistics costs.

   
   

6. Leverage Ayushman Bharat

   Align with PM-JAY pharmacies to distribute generics, increasing reach by 12% (NPPA, 2025). Compliance with DPCO ensures price competitiveness.

   
   

7. Track Performance Metrics

   Monitor KPIs like prescription share, chemist engagement, and patient retention using digital dashboards, targeting 10% growth quarterly (PwC, 2025).

The ROI Advantage

Revival campaigns cost $1–2 million, delivering 12–18% ROI within 24 months (ZS, 2025). Key drivers include:

• Low-Cost Execution: Digital and chemist-focused campaigns cost 50% less than urban marketing (TRAI, 2024).

• Stable Margins: Generics yield 10–15% margins in Tier 3 markets due to low competition (IQVIA, 2025).

• Patient Loyalty: Affordable brands foster 30% higher retention in rural areas (WHO, 2024).

This aligns with Medstry’s P&L optimization expertise, offering clients a scalable, low-risk strategy to boost revenue while enhancing healthcare access. Firms also gain CSR benefits by serving underserved communities.

Overcoming Barriers

• “We Can’t Compete with Generics”: Focus on niche conditions with fewer competitors, like asthma (15% rural prevalence, Lancet, 2025).

• “Resources Are Limited”: Pilot in 3–5 Tier 3 towns, scaling after 10% growth, as per BCG (2024).

• “Rural Markets Are Risky”: Stable DPCO pricing and Ayushman Bharat coverage mitigate risks, ensuring demand (NPPA, 2025).

  
  

Why 2025 Is Critical

Regional players gained 18% market share in Tier 3 markets in 2024 (BCG, 2025), leveraging chemists and digital channels. With rural healthcare demand surging (60% spending growth, Deloitte, 2025), delaying revival risks losing ground. Act now to capitalize on India’s next billion patients.

The Bottom Line

Forgotten brands are hidden assets in India’s Tier 2/3 markets. By analyzing demand, repositioning products, engaging chemists, using digital channels, optimizing supply, aligning with regulations, and tracking metrics, Medstry’s clients can revive these brands for millions in revenue. Don’t delist—relaunch for growth and impact.