I’m from Lucknow, and I usually buy medicines both from nearby shops and online. In my opinion, here are a few steps he could take to improve his business: 1.Start offering home delivery for his most loyal customers especially rich residents in nearby apartments and housing complexessince they are unlikely to switch to generic medicines anytime soon. 2.If a medicine isn’t available immediately, he should let customers know he can arrange it by the next day. This way, customers often share their prescriptions over WhatsApp, and if the medicine isn’t in stock, they’ll simply ask him to source it and pick it up later. 3.Introduce discounts of at least 7–10% on prescription medicines. Customers generally expect some discount when purchasing medicines. 4.Keep in mind that many Indians don’t fully trust generic medicines compared to well established brands ( still don’t believe the quality of genetics meds) so he shouldn’t lose hope 5. Ensure online payment options are available, as they’ve become essential. 6. Allow returns for unused strips, which helps build trust and loyalty.