MAM
Truemeds ropes in Paresh Rawal to promote affordable substitute medicines
Branded substitutes cut chronic medicine costs by up to 51 per cent.
MUMBAI: When it comes to medicines, many families quietly swallow the cost before they swallow the pill. Indian e pharmacy platform Truemeds has partnered with veteran actor and Padma Shri awardee Paresh Rawal for a new awareness campaign highlighting affordable substitute medicines for people managing chronic conditions. The campaign focuses on a growing concern for many households, the rising cost of long term medication. Through its platform, Truemeds offers branded substitute medicines that are positioned as scientifically matched alternatives to commonly prescribed drugs, often available at significantly lower prices.
Rawal, known for portraying grounded, everyday characters on screen, has been chosen as the face of the campaign for his long standing relatability with Indian audiences. According to the company, his persona reflects the platform’s aim to promote practical and informed healthcare decisions.
The campaign features two brand films built around familiar everyday situations.
The first film centres on a father who postpones his own medical treatment in order to prioritise his daughter’s needs, a scenario meant to reflect the quiet sacrifices families often make when healthcare costs become overwhelming. The narrative positions substitute medicines as what the brand calls “Samajhdar Medicines”, encouraging consumers to explore cost effective alternatives without compromising on quality.
The second film draws on a common behavioural insight: people frequently look for small savings in everyday purchases but assume that medicine prices are fixed. Truemeds challenges that perception, highlighting how branded substitute medicines sourced from the top 1 percent of pharmaceutical manufacturers in India can reduce monthly medicine bills by up to 51 percent.
Truemeds co founder and chief executive officer Akshat Nayyar said the platform was created to address the financial strain that recurring medical expenses place on households.
“For many families, medicine costs quietly become a monthly stress, often forcing people to delay or skip their own treatment. Through Truemeds, we want people to know that quality medicines can be available at the lowest prices, and that choosing smart substitute options can make long term care more manageable,” he said.
Rawal echoed the sentiment, noting that long term treatments often create a steady financial burden for families.
“If there are reliable options that cost less and do not compromise on quality, people deserve to know about them. That is what I liked about Truemeds. It helps families manage healthcare without constant financial worry,” he said.
Unlike platforms that primarily emphasise rapid delivery, Truemeds positions itself around cost effectiveness and informed decision making. Users can upload prescriptions or search medicines online, after which trained health advisors or doctors recommend scientifically matched substitute medicines and explain their suitability.
With a nationwide presence, the company says it aims to tackle one of India’s largest out of pocket healthcare expenses by helping households manage recurring medicine costs more sustainably. The partnership with Rawal is intended to strengthen that message and build trust around the idea that affordability and quality in healthcare do not have to be mutually exclusive.
Brands
SBI General Insurance appoints Shrish Mahuli as chief business officer
Industry veteran with 24 years’ experience to drive growth and distribution
MUMBAI: SBI General Insurance has appointed Shrish Ramchandra Mahuli as chief business officer, strengthening its leadership team as it looks to accelerate growth and deepen market reach.
In his new role, Mahuli will oversee the company’s overall business strategy, expand distribution channels and drive customer-focused growth initiatives across key markets. The move comes as the insurer sharpens its focus on profitable growth and enhanced customer engagement.
Mahuli brings over 24 years of experience across the insurance and automotive sectors. He has previously held leadership roles at Reliance General Insurance, ICICI Lombard General Insurance and Tata Motors, where he worked on scaling businesses and strengthening distribution networks.
SBI General Insurance managing director and CEO Naveen Chandra Jha said, “We are delighted to welcome Mr Mahuli at a time when the industry is witnessing strong momentum driven by rising awareness and evolving customer needs. His deep domain expertise and proven leadership will be instrumental in strengthening our distribution footprint and driving profitable growth.”
SBI General Insurance chief business officer Shrish Ramchandra Mahuli said, “I am pleased to join SBI General Insurance at a time when the industry is evolving rapidly. I look forward to working with the team to further strengthen the business and drive sustainable growth.”
The appointment underlines the company’s push to build leadership depth and deliver more accessible, customer-centric insurance solutions in a rapidly evolving market.
