When it comes to medication, costs can be prohibitive for various reasons, but two stands out the most—what the doctors prescribe and where you buy the medicines from. For instance, at times even a common multi vitamin could cost you a bomb depending on the pharmaceutical company manufacturing it. There is also a chance that your doctor has prescribed a drug by a particular pharmaceutical company instead of a generic name of the drug, as mentioned in the Medical Council of India (Professional Conduct, Etiquette, and Ethics) Regulation 2002. Sensing an opportunity, entrepreneurs have stepped in with smart alternatives.