India may be known as the "Pharmacy of the World," but NITI Aayog Vice Chairman Ashok Kumar Lahiri believes the country's pharmaceutical industry must now move beyond low-cost generic medicines and focus on higher-value branded products. Speaking on India's trade performance, Lahiri highlighted that while services exports remain strong, merchandise exports continue to face challenges. He noted that Indian pharma companies have already built global credibility, especially during the COVID-19 pandemic, but need to strengthen backward integration in APIs and invest in branded medicines to capture greater value in international markets. According to Lahiri, India's next export breakthrough could come from combining quality, affordability, and strong global brands in the pharmaceutical sector.