Micro Labs Driving "Medication Adherence" for Improved Outcomes Through "Maximum Patient Pledge Campaign on World Hypertension Day"

In a significant step towards strengthening medication adherence among patients with hypertension, Micro Labs successfully conducted the "Maximum Patient Pledge Campaign on World Hypertension Day" under its flagship Nitya Aushadhi Program.

The large-scale awareness initiative has now been recognized by the Asia Book of Records for achieving the “Maximum Patients Taking a Pledge for Medication Adherence on World Hypertension Day.”

The campaign, conducted during World Hypertension Week from May 11 to May 16, 2026, received a very positive response from patients and healthcare professionals across the country. Through a dedicated digital platform, 42,874 patient pledges were recorded with the active participation of nearly 2,400 doctors.

To ensure wider reach, the campaign was conducted in 12 different languages, enabling patients from diverse linguistic backgrounds to participate and understand the importance of medication adherence. The multilingual approach helped enhance accessibility and engagement, allowing healthcare messages to resonate more effectively with patients across different regions of the country.

Addressing a Critical Challenge in Hypertension Care

Hypertension affects more than 1.3 billion people worldwide, of whom nearly 82% live in low- and middle-income countries. India accounts for an estimated 220 million adults living with hypertension¹. While effective treatment options are available, poor adherence to prescribed medications remains a significant obstacle to successful disease management.

Studies suggest that the pooled medication adherence rate among Indian patients with hypertension remains low, often below 20%, highlighting the need for sustained patient awareness and adherence-focused interventions².

Recognizing this real-world practical challenge, Micro Labs launched the Nitya Aushadhi campaign with the vision towards encouraging patients to commit to regular medication use and long-term treatment compliance. The initiative aimed to reinforce the simple yet strong message that medicines can deliver their intended benefits only when taken consistently as prescribed.

The campaign was conducted under the umbrella of the Nitya Aushadhi Program, an initiative focused on improving therapy adherence and promoting better health outcomes.

The term “Nitya” signifies continuity, consistency, and everyday commitment, while “Aushadhi” represents therapy and medication. Together, Nitya Aushadhi conveys a simple but impactful message: “Medicines work best when taken regularly.”

The program encompassed to promote:

· Awareness on Importance of Adherence

· Discipline to Daily Medication

· Continuous Patient Education

By encouraging patients to stay committed to their prescribed treatment plans, the program seeks to bridge the gap between prescription and long-term adherence, contributing to improved clinical outcomes.

Mr Harish Murthy, Associate Vice President from Micro Labs said "In India, up to three-fourths of individuals living with hypertension are unaware of their condition, contributing to poor disease control and an increased risk of major adverse cardiovascular events. Through such initiatives under the umbrella of Nitya Aushadhi, we aim to encourage treatment continuity, helping patients effectively manage their condition and prevent long-term complications. The Asia Book of Records recognition is an encouragement for us to continue driving large-scale awareness initiatives that place medication adherence as a key component of hypertension management to support better cardiovascular outcomes."

Micro Labs is an Indian pharmaceutical company headquartered in Bengaluru, India. The company has a strong presence across multiple therapeutic areas, including Cardiology, Diabetology, Pain Management, Ophthalmology, Neuropsychiatry, Respiratory Care, Dermatology, Critical Care, and Anti-infectives.