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Pharm Easy: Building a Digital Healthcare Brand in a Trust-Deficit Market
Executive Summary Pharm Easy's journey from a Mumbai-based medicine delivery startup (founded 2015) to India's first e-pharmacy unicorn (2021), and its subsequent financial turbulence, offers one of the most instructive brand-building and strategic overextension case studies in Indian digital health. The company's brand strategy — rooted in reducing anxiety around online medicine purchases through consistent humour and a reassuring tagline — was strategically sound. However,
Apr 1511 min read
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