Some years the market drifts. In 2026, it lurched.

₹16,000 a month down to ₹1,290. Forty brands repriced inside forty-eight hours. And then, eight weeks later, growth collapsed from +58% to +2% — with ₹100 crore of stock sitting unsold while the dashboards still reported a boom.

That was the semaglutide year. It was not the only reset. Three policy shocks landed within nine months. Ten-minute medicine delivery scaled inside rules nobody had finished writing. And AI crossed from an innovation-deck slide to working infrastructure.

This second edition of the Praakamya annual report reads that year for what it means to a brand plan, a field force, and a portfolio decision.

18 chapters covering the disruptions that reshaped the Indian pharmaceutical market in 2026
224 practitioners surveyed across marketing, sales, medical affairs, and market access
An honest grading of last year's predictions against what actually happened

Who this is for: Chief executives and business heads. Marketing and sales leadership. Product managers and PMT. Medical affairs, market access, and commercial strategy teams. The digital and analytics partners who serve them. And investors building a view of the Indian market.

Written by a practitioner rather than an observer, on the belief that a report earns its keep only if it is useful on a Monday morning.