Pharma panel calls for multi-layered tech, supply chain visibility

A panel discussion at TAF Connect 2026 examined how technology can safeguard pharmaceutical supply chains, with speakers agreeing that counterfeiting is as much a demand-side issue as it is a systems challenge.

Moderated by Viveka Roychowdhury, editor, Express Pharma, Express Healthcare and Express Nutra, the session brought together stakeholders from pharma manufacturing, industry bodies and technology associations to discuss gaps from production to patient. Roychowdhury set the context. “There is a market for counterfeiting,” she said, adding, “The cost of bad quality is much higher than the cost of putting in good quality.”

Lalit Kumar Desai of Alembic Pharmaceuticals outlined the operational realities. “Supply chain is divided into three sectors, we source from trusted vendors and have quality parameters in place,” he said. “Our challenge comes with counterfeiting of the final product.”

He stressed that there is no single fix. “We have to come up with multiple features, there’s no one solution to this,” he said, pointing to vulnerabilities at vendor level. “Counterfeiting starts from the outsourced vendor, if a technology is available to multiple vendors, there might be a leak.”

Desai also highlighted implementation challenges. “Track and trace is difficult to add at every level of packaging,” he said, adding that awareness remains low. “We saw campaigns for digital payments, but not for scanning QR codes to check authenticity of medicines.” He suggested stronger policy intervention. “It would be better if the government comes up with a mandate.”

Saurabh Agarwal of ASPA framed the issue differently. “It is less of a regulatory and enforcement problem and more of a supply chain visibility problem,” he said. “Wherever the chain is weak, it becomes vulnerable.”

He described a layered approach. “Packaging is the first handshake of trust, then comes track and trace, and a third layer like RFID,” he said, adding that investments are justified. “Imagine one case of a recall, your reputation goes down.”

Agarwal also pointed to inconsistencies. “The same brand doing exports will have tamper-evident features, but not for products sold in the local market,” he said, calling traceability the only viable path. “There is no shortcut.”

Milan V Mehta of ADMA raised concerns from the ayurvedic segment. “If one product fails, consumers stop trusting all ayurvedic medicines,” he said, noting that compliance frameworks exist but need stronger follow-through. “If one ingredient is missing, notices are issued but the problem is very big.” He emphasised vigilance and made a very strong case for bringing standards like the ISO 9000 for food and anti-counterfieting especially in pharmaceutical industries.  “We are playing with the lives of people,” he said. “We can’t beat counterfeiters, they are one step ahead.” He placed responsibility on consumers as well. He acknowledged that some companies are already proactive with GS1 standards and barcoding.

Chander Jeena of IOTA shifted focus to ecosystem alignment. “Media has a very important role in raising awareness,” he said, adding that responsibility cannot be pushed to consumers alone. “Consumers trust the brand owner and the government… we have to fulfil our role first.”

He pointed to gaps in standardisation. “In Europe, there is a falsified medicines directive… in India, do we have such standards?” he asked, calling for better coordination across regulators. “State drug controllers have their own systems, but there should be collaboration.”

Jeena also stressed correct use of technology. “Many companies are not using the right technology at the right place,” he said. “Even holograms have unique features… they can be proven in court,” he added, suggesting that incentives could accelerate adoption.

Across the discussion, a common thread emerged — technology exists, but adoption, awareness and integration remain uneven. From vendor-level leakages to fragmented supply chains and limited consumer engagement, panellists pointed to systemic gaps.

The session reinforced that protecting pharmaceutical integrity requires multiple layers — packaging, track and trace, and emerging technologies — backed by policy, awareness and collaboration. As Roychowdhury noted at the outset, the challenge is not just detecting counterfeits, but addressing the ecosystem that sustains them.