Abstract
In 2005, Drugs Controller General, India (DCGI) allowed the sale of emergency contraceptive pills (ECPs) over the counter (OTC). There was never a doubt that the emergency contraceptive pills would prove to be immensely popular among women in India. That is because India records 11 million abortions annually and a shocking 20,000 women die because of abortion-related complications. With combined annual sales of 8.2 million tablets, seven brands of emergency contraceptives are sold OTC in India. The segment was valued at ₹770 million for the year ended June 2009 with a 245 per cent volume growth over the previous year, according to AC Neilson.
A study was undertaken to understand the awareness, perception, usage and attitude regarding ‘ECPs’ in Mumbai city.
Get full access to this article
View all access options for this article.