Usage & attitude study
Are Antibiotics Losing Their Power?
In a Hercules Insights study of 1,889 respondents across Tier 1 and Tier 2 Indian cities, 30.0% last got antibiotics straight from a pharmacy without a prescription. And 70.6% would try another pharmacy after a refusal, 73.1% admit pressuring doctors for antibiotics, and 72.0% wrongly believe antibiotics work on viral infections like the common cold.
Explore the findingsLast got antibiotics from a pharmacy without a prescription
Rated likelihood 4 or 5 out of 5 after a refusal
Have asked or pressured a doctor for unnecessary antibiotics
Based on 1,889 completed responses. Usage & attitude study.
What we set out to answer, and what we found
We mapped how Indians actually get, use, and stop taking antibiotics
How often are antibiotics used?
We asked how many times the respondent or someone in their household had taken antibiotics in the last six months.
Where do people get them?
We asked where they obtained the antibiotic the last time they used one, from a pharmacy counter to a family member.
How well does the public understand resistance?
We measured familiarity with the term antimicrobial resistance or superbugs, and separately tested the belief that antibiotics work on viral infections.
How do people behave in the clinic and at the pharmacy?
We asked about pressuring a doctor, willingness to visit another pharmacy after a refusal, what they would do when told a cold is viral, and why they stop a course early.
Pharmacies are the weakest link. 30.0% of users last got antibiotics directly from a pharmacy without a prescription, the single largest source. Add leftovers (25.4%) and borrowing (20.6%), and 76.0% bypassed a medical professional entirely.
Pharmacy-by-pharmacy refusals do not hold. 70.6% rate their likelihood of trying another pharmacy after a refusal at 4 or 5 out of 5, and 28.7% pick the maximum score. Only 2.3% say they are highly unlikely to try elsewhere. A centralised, real-time prescription tracking system is needed.
Pressuring doctors is common. 73.1% admit asking or pressuring a doctor to prescribe antibiotics the doctor did not think necessary. Clinical guidelines alone will not hold, and GPs need refusal toolkits and communication scripts.
A knowledge gap feeds that pressure. 72.0% believe antibiotics are effective against viral infections like the common cold, and 65.4% combine high claimed familiarity with AMR with that false belief. Campaigns should drop abstract superbug warnings and teach the basic difference between viral and bacterial infections.
Enforcement money works harder on the supply side. Most self-medication runs through direct retail purchase, so policy budgets should shift towards retail audits and licensing penalties and away from broad public media spend.
Self-reported compliance cannot be taken at face value. Of 1,463 respondents who said they completed their course exactly as told, 96% (1,409) then named a specific reason for stopping early. Messaging should target triggers such as stopping once symptoms ease.
Viral Myth
Believe antibiotics work on viral infections like a cold
Over 90% of Households Used Antibiotics in Six Months
Times You or Your Household Took Antibiotics in the Last 6 Months
Base: 1,889 respondents
View the data behind this chart
| Answer | Share |
|---|---|
| 1-2 times | 49% |
| 3-5 times | 33.1% |
| More than 5 times | 9.69% |
| None | 8.21% |
01. 91.8% say they or someone in their household used antibiotics in the last six months.
02. 42.8% report three or more uses, which leaves a large pool of potential leftover medication at home.
03. Households aged 46-55 are the heaviest moderate users, with 39.2% reporting 3-5 uses against 33.1% overall.
Three in Four Users Bypass a Doctor, Led by Pharmacy OTC Sales
The Last Time You Used an Antibiotic, Where Did You Get It From?
Base: 1,889 respondents
View the data behind this chart
| Answer | Share |
|---|---|
| Bought directly at a pharmacy, no prescription | 30% |
| Leftover medication from a previous illness | 25.4% |
| Doctor's prescription (pharmacy) | 23.9% |
| Borrowed from a friend or family member | 20.6% |
| Other | 0.1% |
01. Over-the-counter pharmacy sales are the single largest source of unprescribed antibiotics at 30.0%.
02. Leftover medication at 25.4% suggests courses are not being completed. Borrowing from friends or family, at 20.6%, shows how casually prescription drugs are shared.
03. Across these three routes, 76.0% of users bypass medical professionals entirely. Only 23.9% used a doctor’s prescription.
70.9% Claim High Familiarity With AMR or Superbugs
Familiarity With the Term 'Antimicrobial Resistance' or 'Superbugs' Before Today
Base: 1,889 respondents; 1 = not at all familiar, 5 = very familiar
View the data behind this chart
| Answer | Share |
|---|---|
| 5 | 29.2% |
| 4 | 41.7% |
| 3 | 19.5% |
| 2 | 7.41% |
| 1 | 2.22% |
01. 70.9% rate their familiarity with antimicrobial resistance or superbugs at 4 or 5 out of 5.
02. The 36-45 cohort is the most aware at 77.9% (rating 4 or 5). The 55+ group trails at 64.4%, a 13.5-point gap.
72.0% Wrongly Believe Antibiotics Cure Viral Infections
Agreement: 'Antibiotics Are Effective Against Viral Infections Like the Common Cold'
Base: 1,889 respondents; 1 = strongly disagree, 5 = strongly agree
View the data behind this chart
| Answer | Share |
|---|---|
| 5 | 29.2% |
| 4 | 42.8% |
| 3 | 19.9% |
| 2 | 6.51% |
| 1 | 1.59% |
01. 72.0% agree that antibiotics are effective against viral infections. 42.8% agree (rating 4) and 29.2% strongly agree (rating 5).
02. The 36-45 bracket has the highest strong agreement at 33.7%, which makes it a high-risk segment for misuse within families.
03. Among 46-55 year olds, 51.0% agree at rating 4, a 13.2-point jump over the 55+ cohort at 37.8%.
73.1% Have Pressured a Doctor for Unnecessary Antibiotics
Ever Asked or Pressured a Doctor to Prescribe Antibiotics They Thought Unnecessary
Base: 1,889 respondents
View the data behind this chart
| Answer | Share |
|---|---|
| Yes | 73.1% |
| No | 26.9% |
01. 73.1% of patients admit to asking or pressuring a doctor for antibiotics the doctor did not think were necessary.
02. Pressure is most common among frequent users. 76% of moderate users (1-2 times in six months) and 74% of high-frequency users (3-5 times) admit to it.
70.6% Would Try Another Pharmacy After a Refusal
Likelihood of Visiting a Different Pharmacy After Being Refused Antibiotics Without a Prescription
Base: 1,889 respondents; 1 = highly unlikely, 5 = highly likely
View the data behind this chart
| Answer | Share |
|---|---|
| 5 | 28.7% |
| 4 | 41.9% |
| 3 | 19.1% |
| 2 | 7.94% |
| 1 | 2.28% |
01. 70.6% rate their likelihood of seeking another pharmacy after a refusal at 4 or 5 out of 5, so one refusal rarely stops self-medication.
02. 28.7% choose the maximum score of 5. This determined segment will actively work around restrictions.
03. Only 2.3% say they are highly unlikely (1 out of 5) to try another store.
42.6% Would Buy Antibiotics Themselves When Told a Cold Is Viral
You Have a Bad Cold and Your Doctor Says 'It's Just a Virus'. What Would You Do?
Base: 1,889 respondents
View the data behind this chart
| Answer | Share |
|---|---|
| Go to a pharmacy to buy antibiotics myself | 42.6% |
| Ask for an antibiotic 'just to be safe' | 33.8% |
| Trust the doctor and rest/hydrate | 16.7% |
| Visit another doctor who might prescribe them | 6.9% |
01. 42.6% would ignore the doctor and buy antibiotics directly from a pharmacy. Only 16.7% would trust the doctor and rest.
02. Together, 83.3% would pressure their doctor, self-medicate or go doctor-shopping.
03. Adults aged 55+ are the most likely to buy directly, at 51.1% against 40.8% of 25-35 year olds. Only 14.6% of 18-24 year olds would trust the doctor and rest.
90.0% Are Concerned About Air Pollution, a Baseline AMR Can Borrow
Level of Concern About Air Pollution as a Public Health Issue
Base: 1,889 respondents
View the data behind this chart
| Answer | Share |
|---|---|
| Somewhat concerned | 45.6% |
| Very concerned | 44.4% |
| Not concerned | 10% |
01. 90.0% are concerned about air pollution, split almost evenly between somewhat concerned (45.6%) and very concerned (44.4%).
02. Only 10.0% are not concerned, so people already care about health threats that affect everyone.
96% of Self-Reported Completers Still Stopped Early
Reasons for Stopping an Antibiotic Course Early
Respondent counts, self-reported completers and admitted non-completers combined
View the data behind this chart
| Answer | Value |
|---|---|
| Forgot remaining doses | 595 |
| Experienced side effects | 566 |
| Started feeling much better | 346 |
| Wanted to save some for next time | 322 |
01. Of 1,463 respondents who claimed they completed their course exactly as told, 96% (1,409) then gave a specific reason for stopping early.
02. Forgetting is the top reason among self-reported completers (461) and second among admitted non-completers (134), 595 in total.
03. Side effects are the top reason among admitted non-completers (138) and second among self-reported completers (428), 566 in total. 346 stopped because they felt better and 322 to save some for next time.
65.4% Claim AMR Familiarity Yet Believe Antibiotics Cure Viruses
Most Common Familiarity × Viral-Belief Rating Combinations
Base: 1,883 respondents; respondent counts (AMR familiarity rating × viral-efficacy agreement rating)
View the data behind this chart
| Answer | Value |
|---|---|
| 4 × 4 | 646 |
| 5 × 5 | 479 |
| 3 × 3 | 267 |
| 2 × 2 | 83 |
| 4 × 3 | 77 |
| 3 × 4 | 69 |
| 5 × 4 | 54 |
| 4 × 5 | 52 |
01. Of 1,883 respondents, 1,231 (65.4%) rated both their familiarity with AMR and their belief that antibiotics work on viral infections as high (4 or 5 out of 5).
02. The report flags this connection as directional only, a soft pattern and not a firm finding.
03. The combined AMR Literacy Index weights familiarity and understanding of viral efficacy equally. It stands at a moderate 72.46 out of 100 (n = 1,889).
65.3% Blame Doctors and Pharmacists, Not Patients
Who Is Most Responsible for Antimicrobial Resistance (first-choice share)
Base: 1,888 respondents; ranking question
View the data behind this chart
| Answer | Share |
|---|---|
| Doctors over-prescribing | 37.2% |
| Pharmacists selling without prescriptions | 28.1% |
| Patients taking meds without prescriptions | 27.1% |
| Pharmaceutical companies | 5.2% |
| Use of antibiotics in farming/livestock | 2.3% |
Responsibility Ranking: Total Borda Score
Base: 1,888 respondents
View the data behind this chart
| Answer | Value |
|---|---|
| Doctors over-prescribing | 2154 |
| Pharmacists selling without prescriptions | 1980 |
| Patients taking meds without prescriptions | 1846 |
| Pharmaceutical companies | 1107 |
| Use of antibiotics in farming/livestock | 801 |
01. A combined 65.3% rank doctors over-prescribing (37.2%) or pharmacists selling without prescriptions (28.1%) as most responsible.
02. Only 27.1% put patients taking medicines without prescriptions first.
False Confidence Predicts the Most Pharmacy Bypassing
Mean Likelihood to Visit Another Pharmacy After a Refusal, by Decision-Tree Segment
Score out of 5; overall mean 3.869 (n = 1,889)
View the data behind this chart
| Answer | Value |
|---|---|
| Familiarity 5, viral belief 5, used leftovers (n=128) | 4.945 |
| Familiarity 5, viral belief 5, other source (n=351) | 4.869 |
| Familiarity 5, viral belief 4 (n=52) | 4.327 |
| Familiarity 4, viral belief 4 (n=646) | 3.944 |
| Familiarity 4, other viral belief (n=141) | 3.752 |
| Familiarity 3 (n=369) | 3.198 |
| Familiarity 5, viral belief 3 or lower (n=20) | 2.55 |
| Familiarity 1-2 (n=182) | 2.385 |
01. The overall mean likelihood to bypass a pharmacy refusal is 3.869 out of 5. It rises to 4.945 for the 128 respondents who claim maximum AMR familiarity, strongly believe antibiotics cure viruses, and last used leftover medication.
02. Maximum familiarity on its own lifts the mean to 4.751 (n = 551), against 3.506 for everyone else (n = 1,338).
03. Self-assessed literacy is a poor guide to real understanding here, and false confidence goes with the most aggressive self-medication.
Only 14.7% Correctly Tie Antibiotics to Bacterial Infection Alone
Which Symptoms Do You Believe Require Antibiotics to Cure? (single-symptom answers)
Base: 1,889 respondents; multi-select, share selecting only that option
View the data behind this chart
| Answer | Share |
|---|---|
| Common cold / flu | 14.8% |
| Bacterial infection (correct answer) | 14.7% |
| Viral fever | 13.3% |
| Sore throat | 11.9% |
| Severe cough | 10.8% |
Symptoms Most Often Paired as Needing Antibiotics (lift)
Base: 1,889 respondents; co-occurrence lift
View the data behind this chart
| Answer | Value |
|---|---|
| Severe cough + viral fever | 1.26 |
| Severe cough + sore throat | 1.24 |
| Common cold/flu + severe cough | 1.16 |
| Bacterial infection + severe cough | 1.12 |
| Sore throat + viral fever | 1.12 |
01. Only 14.7% correctly limit antibiotics to bacterial infection. Slightly more (14.8%) name the common cold or flu alone.
02. Severe cough with viral fever is the strongest mistaken pairing, chosen together by 13.76% of respondents (lift 1.26).
What we would recommend
Practical priorities drawn from this study for further validation.
Put retail enforcement ahead of general awareness.
30.0% of users buy antibiotics directly at a pharmacy and 76.0% bypass a doctor entirely. Move policy budgets towards retail audits and licensing penalties and away from broad public media spend.
Build a centralised, real-time prescription tracking system.
70.6% would try another pharmacy after a refusal, so voluntary, pharmacy-by-pharmacy compliance cannot work. Only a tracked, network-wide barrier closes the loophole.
Equip GPs with refusal toolkits and communication scripts.
73.1% admit pressuring doctors for unnecessary antibiotics. Standard protocols help doctors refuse while keeping patients satisfied and returning, and should explain why antibiotics harm rather than help with viruses.
Teach viral versus bacterial, and drop the word superbug.
72.0% believe antibiotics treat viral infections, and only 14.7% correctly limit them to bacterial infection. Swap abstract superbug warnings for clear, symptom-specific education.
Target the triggers behind stopping early.
96% of self-reported completers still named a reason for stopping early. Replace generic "complete the course" instructions with reminders, side-effect counselling, and messages about stopping once symptoms improve or saving leftovers.
Place AMR next to air pollution messaging.
90.0% are concerned about air pollution. If resistance is framed as a threat to everyone, AMR campaigns can borrow that existing concern.
