Globalisation is taking place in the Indian Pharma Industry. NPPA is becoming more rational and pruning drugs under price control. With the Indian Pharma Industry being large and becoming more attractive, many multinationals are eyeing the Indian market. With the advent of GATT and IPR coming into force, the competition from abroad and from within India is only going to intensify. The survival and success will depend on the quality of products and service to the profession. These are exactly the values on which Ethical pharma marketing in our company is being built and put in place. Thus, Ethical pharma marketing would contribute to the overall business in terms of profits and operational success.