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Everything You Need to Know About Medicine Wholesale
Learn how to start and grow a medicine wholesale business in India. Get insights on licensing, investment, suppliers, and profit margins in this expert guide.

1. Medicine Wholesale
The pharmaceutical industry in India is one of the fastest-growing sectors, and at the heart of its supply chain is the medicine wholesale business. Acting as the crucial link between drug manufacturers and retailers, medicine wholesalers ensure that pharmacies, hospitals, and healthcare providers receive timely, regulated access to essential medicines.
Whether you’re a first-time entrepreneur, a healthcare professional looking to diversify, or someone with a background in distribution, starting a medicine wholesale venture can be a highly profitable and stable opportunity. With rising healthcare needs, expanding Tier 2 and Tier 3 markets, and government initiatives supporting pharmaceutical access, the demand for reliable wholesale drug distributors is stronger than ever.
But medicine wholesale isn’t just about buying in bulk and reselling. It involves strict regulatory compliance, inventory control, quality assurance, and relationship-building with both manufacturers and local buyers. In this guide, we’ll walk you through everything you need to know about the medicine wholesale business—from licensing and legal setup to investment costs, supplier strategies, and long-term growth potential.
Let’s begin by understanding how the medicine wholesale model actually works in practice.
2. How Medicine Wholesale Works
The medicine wholesale business is a core part of the pharmaceutical distribution system. It acts as the middle layer between drug manufacturers and retail outlets (like pharmacies, hospitals, clinics, and online medicine sellers). By purchasing medicines in large quantities and redistributing them in smaller batches, wholesalers help ensure that medicines are available consistently and cost-effectively across the country.
Here’s how the medicine wholesale model operates step by step:
2.1 Supply Chain Structure
Pharma Manufacturer → Wholesaler/Distributor → Retail Pharmacy/Hospital → Patient
- Manufacturers produce drugs in bulk and sell them to authorized wholesalers or stockists.
- Wholesalers purchase these medicines at discounted rates and resell them to retailers or institutions at a profit margin.
- Retailers dispense the medicines to end users (patients) based on prescriptions.
2.2 Core Functions of a Medicine Wholesaler
- Bulk Procurement:
Purchase medicines in large volumes directly from manufacturers or authorized distributors.
- Inventory Storage:
Store medicines in licensed warehouses with proper temperature control and recordkeeping systems.
- Order Fulfillment:
Receive and process purchase orders from pharmacies, hospitals, or clinics.
- Logistics and Delivery:
Coordinate transport and delivery of medicines to B2B customers within short timelines.
- Record Maintenance:
Keep invoices, batch numbers, expiry dates, and Schedule H/H1 drug logs ready for audits.
2.3 Who Does a Medicine Wholesaler Serve?
- Independent medical stores
- Retail pharmacy chains
- Government and private hospitals
- Nursing homes and clinics
- Diagnostic labs and healthcare centers
- Online pharmacy platforms
2.4 Why Is Medicine Wholesale Important?
- Ensures medicines are available across regions, especially in remote or rural areas
- Reduces delivery time from factory to pharmacy
- Helps regulate pricing and supply fluctuations in the pharma market
- Plays a key role in public health systems by fulfilling large-volume institutional orders
In the next section, we’ll explore the different types of medicine wholesale businesses you can choose from based on your goals, budget, and partnerships.
3. Types of Medicine Wholesale Businesses
Not all medicine wholesale businesses operate the same way. Depending on your capital, connections, and operational goals, you can choose from different business models in pharmaceutical distribution. Each type has its own advantages, risk levels, and target customers.
Let’s explore the most common models in medicine wholesale:
3.1 General Wholesale (Multi-Brand Distribution)
In this model, the wholesaler purchases a variety of medicines from multiple manufacturers and sells them to a wide range of buyers—primarily retail pharmacies and small clinics.
Features:
- No brand exclusivity—can stock products from several companies
- Easier to start if you don’t have official tie-ups with pharma companies
- Offers flexibility in building a broader product catalog
Best for: Independent distributors and newcomers with limited capital
3.2 Company-Authorized Wholesale (Franchise/Agency-Based)
Here, you get appointed as an authorized distributor or super stockist for a specific pharma company.
Features:
- Brand exclusivity in a geographic area (district/city/region)
- Higher credibility and consistent product supply
- Marketing and promotional support from the parent company
- Requires larger investment and compliance with corporate terms
Best for: Experienced entrepreneurs or those with strong pharma contacts
3.3 Institutional Supply & Tender-Based Wholesale
This model focuses on fulfilling bulk medicine orders for:
- Government hospitals
- Private hospital chains
- NGOs or healthcare institutions
- Public health procurement tenders
Features:
- Requires excellent documentation, bulk capacity, and compliance history
- High-volume, lower-margin transactions
- Often involves bidding in state or central government tenders
Best for: Established businesses with warehouse facilities and regulatory knowledge
3.4 Online Medicine Wholesale (B2B E-Commerce)
Emerging platforms now allow wholesalers to sell medicines through online B2B marketplaces.
Features:
- Digital storefront without physical shop overhead
- Access to thousands of pharmacies and clinics across India
- Logistics can be outsourced to third-party delivery partners
- Requires integration with inventory software and delivery tracking
Best for: Tech-savvy entrepreneurs or wholesalers with existing inventory looking to scale online
Comparison Snapshot:
Type |
Investment |
Complexity |
Scalability |
Profit Margin |
General Wholesale |
Low–Medium |
Low |
Medium |
Moderate |
Company-Authorized |
Medium–High |
Medium |
High |
Stable |
Institutional Supply |
High |
High |
High |
Moderate |
Online B2B Wholesale |
Medium |
Medium–High |
Very High |
Variable |
4. Drug License and Legal Requirements
To start a medicine wholesale business in India, obtaining a valid Wholesale Drug License (WDL) is a mandatory legal requirement under the Drugs and Cosmetics Act, 1940. Without this license, no individual or business can stock, sell, or distribute pharmaceutical products—whether allopathic, ayurvedic, or veterinary.
Here’s what you need to know to stay compliant:
4.1 What is a Wholesale Drug License (WDL)?
A WDL is issued by the State Drug Control Authority and legally authorizes a business to purchase medicines in bulk from manufacturers or authorized agents and distribute them to:
- Retail pharmacies
- Hospitals and clinics
- Diagnostic labs
- Online medicine sellers
This license ensures that only trained and approved personnel handle drug sales and distribution.
4.2 Eligibility Criteria
To apply for a WDL, you must:
- Have a minimum of 10 square meters of commercial space
- Employ a qualified person with either:
- A diploma or degree in pharmacy, or
- A science graduate with at least 1 year of experience in drug sales
- A diploma or degree in pharmacy, or
- Maintain adequate storage facilities, including refrigeration (if selling vaccines or insulin)
4.3 Documents Required
Here’s a basic checklist of documents for WDL application:
- PAN Card and Aadhaar of the applicant/owner
- Proof of business registration (GST, partnership deed, MOA)
- Ownership/rental proof of premises
- Qualification certificate and appointment letter of the competent person
- Refrigerator invoice and photographs (if applicable)
- Site layout and premises photograph
- NOC from property owner (if rented)
4.4 Application Process
- Register online on the State Drug Control portal (or apply offline in some states)
- Fill out Form 19, attach documents, and pay the fee
- A Drug Inspector will inspect the premises and verify the documents
- If approved, the license is issued within 30–45 days
- The license is generally valid for 5 years and must be renewed on time
4.5 Additional Compliance
Once you get the license:
- Display it prominently at your premises
- Maintain stock registers, sales invoices, and batch details
- Comply with regulations for Schedule H, H1, and X drugs
- Submit periodic reports (if required by local authorities)
Important: Operating a medicine wholesale business without a valid license can lead to penalties, cancellation of business registration, or imprisonment.
5. Infrastructure and Setup Requirements
Once you have secured your drug license, the next step is to build a compliant, efficient, and scalable setup for your medicine wholesale business. The right infrastructure not only keeps you aligned with regulatory standards but also improves operational performance and customer trust.
Here’s what your setup should include:
5.1 Minimum Space Requirements
- You must have at least 10 square meters of dedicated commercial space for operating a medicine wholesale business.
- If you’re combining wholesale with retail or storage, the space may need to be larger.
- The premises must be approved for commercial use and should not be located in a residential zone.
5.2 Storage Racks and Inventory Layout
- Install metal or wooden shelving racks to organize medicines by category, manufacturer, and batch.
- Keep separate sections for:
- Prescription vs. OTC drugs
- Scheduled drugs (e.g., Schedule H, H1, and X)
- Expired or damaged stock (must be quarantined and disposed as per rules)
- Prescription vs. OTC drugs
Tip: Keep high-volume and fast-moving drugs accessible to speed up order processing.
5.3 Cold Chain and Refrigeration Facilities
- If you plan to stock temperature-sensitive drugs like insulin, vaccines, or eye drops, you’ll need:
- A refrigerator or cold storage unit with temperature monitoring
- Backup power (e.g., inverter or UPS) to avoid spoilage during outages
- A digital or manual temperature logbook
- A refrigerator or cold storage unit with temperature monitoring
5.4 Security and Cleanliness
- Premises should be:
- Pest-free and dust-controlled
- Well-ventilated with good lighting
- Secured with proper locking systems, especially for scheduled drugs
- Pest-free and dust-controlled
Regular cleaning and monthly fumigation are recommended to protect inventory integrity.
5.5 IT and Billing Infrastructure
Invest in a pharma-compatible billing and inventory software that can handle:
- Product-wise stock management
- Purchase and sales billing with GST
- Batch number and expiry tracking
- Daily reports, credit notes, and return management
Some popular tools used by medicine wholesalers in India:
- Marg ERP
- GoFrugal
- MEDICINIA
- Pharmarack (for e-distribution)
5.6 Staff and Operational Resources
- Appoint a registered pharmacist or competent person full-time on premises
- Hire support staff for:
- Packing and dispatch
- Data entry and recordkeeping
- Customer service (for B2B clients or retail pharmacies)
- Packing and dispatch
5.7 Delivery and Logistics Support
- Tie up with local courier services or hire a delivery executive if you’re serving clients across the city
- Maintain reusable packaging and shipping labels
- Ensure that you meet timely fulfillment, especially for emergency medical supplies
A professional setup not only satisfies legal inspections but also builds long-term trust with retailers and hospitals—leading to better retention, brand reputation, and growth.
6. Investment and Capital Required
Starting a medicine wholesale business doesn’t require crores in capital—but you do need a well-planned budget to cover licensing, infrastructure, inventory, and operations. Your actual investment will depend on the scale of operations, the number of products you plan to stock, and whether you’re going offline, online, or both.
Below is a breakdown of typical startup costs:
6.1 Licensing and Regulatory Fees
Item |
Estimated Cost (₹) |
Drug License (WDL) Fee |
₹3,000 – ₹7,500 |
GST Registration |
₹500 – ₹1,000 (if using CA) |
Company Registration (Optional) |
₹5,000 – ₹10,000 |
Legal & Documentation |
₹2,000 – ₹5,000 |
6.2 Infrastructure Setup
Item |
Estimated Cost (₹) |
Premises Rent (monthly) |
₹8,000 – ₹20,000 (depends on city) |
Racks and Furniture |
₹10,000 – ₹25,000 |
Refrigerator (if needed) |
₹10,000 – ₹15,000 |
Computer, Printer, Software |
₹15,000 – ₹30,000 |
Internet & UPS Backup |
₹5,000 – ₹10,000 |
6.3 Inventory Purchase
- Initial inventory investment depends on whether you’re going with branded, generic, or mix-model stocking.
- A small starter inventory usually costs around ₹2,00,000 to ₹5,00,000, depending on supplier terms and credit facility.
6.4 Manpower and Operational Costs
Item |
Estimated Monthly Cost (₹) |
Pharmacist/Competent Person |
₹15,000 – ₹25,000 |
Support Staff (optional) |
₹8,000 – ₹12,000 |
Delivery Expenses |
₹5,000 – ₹10,000 |
6.5 Total Estimated Startup Cost
Scale |
Capital Needed (₹) |
Small-scale (Local) |
₹3 – ₹5 Lakhs |
Mid-scale (City-wide) |
₹7 – ₹12 Lakhs |
Large-scale (Multi-brand or Institutional) |
₹15 Lakhs and above |
Pro Tip:
Start lean with high-demand, fast-moving medicines (e.g., antibiotics, diabetes, hypertension) and expand based on customer orders and seasonal demand.
7. How to Find Reliable Medicine Suppliers
One of the most important success factors in the medicine wholesale business is sourcing quality medicines from trusted, timely, and cost-efficient suppliers. The right supplier network ensures you get competitive margins, uninterrupted stock, and regulatory-compliant products—all of which are critical for long-term profitability.
Here’s how you can build your supplier base strategically:
7.1 Direct Tie-Ups with Pharma Companies
If you’re starting at a mid or large scale, apply to become an authorized distributor for leading pharmaceutical brands.
Advantages:
- Brand assurance and quality
- Exclusive territory rights (in many cases)
- Promotional and marketing support
- Higher trust from pharmacies and hospitals
How to apply:
- Visit the official websites of companies like Cipla, Sun Pharma, Zydus, Alkem, etc.
- Look for “Distributors” or “Partner With Us” sections
- Submit a formal inquiry with your GST, license, and business details
7.2 Purchase from Established Stockists or Super Stockists
If you’re just starting and can’t tie up with companies directly, begin by sourcing from larger wholesalers or stockists who supply multiple brands.
Tips:
- Choose those who offer flexible credit and return policies
- Compare margins across 2–3 stockists before finalizing
- Build relationships to receive new product launches early
7.3 Third-Party Medicine Wholesalers
You can work with third-party suppliers who distribute both branded and generic medicines, especially in Tier 2 and Tier 3 cities.
Popular third-party wholesale brands include:
- Medley
- Mankind
- Intas (for institutional sales)
- Generic Aadhaar (for high-margin generics)
7.4 Online B2B Pharma Marketplaces
Platforms like these help you order bulk medicines directly from suppliers across India:
- Pharmarack
- Retailio
- DavaIndia
- Netmeds Pro (for B2B)
- IndiaMart (for generic leads)
Pro Tip: Verify supplier credentials, batch numbers, and licenses before transacting online.
7.5 Things to Look for in a Good Supplier
Criteria |
Why It Matters |
Valid drug license |
Ensures you’re dealing with a legal entity |
Transparent pricing |
Helps you estimate real margins |
Timely delivery |
Prevents stock-outs or customer loss |
Easy return policy |
Especially for damaged/expired products |
Cold chain support |
Critical if you handle insulin, vaccines, etc. |
A strong, dependable supply chain is the backbone of any medicine wholesale business. Spend time building supplier relationships—they’ll impact your pricing, reputation, and growth over time.
8. Profit Margins and Revenue Model
Understanding your revenue streams and profit margins is essential before investing in a medicine wholesale business. While the margins may seem modest on branded medicines, wholesale businesses often succeed due to high volumes, bulk discounts, and repeat institutional orders.
Here’s how the financial side of the business typically works:
8.1 Profit Margins in Medicine Wholesale
Medicine Type |
Typical Wholesale Margin |
Branded Medicines |
8% – 12% |
Generic Medicines |
20% – 50% or higher |
Surgical/OTC Products |
15% – 40% |
Nutraceuticals |
25% – 50% |
Institutional Bulk Orders |
5% – 10% (high volume) |
Note: Margins vary based on location, supplier terms, payment cycles, and sales volume.
8.2 How Revenue Is Generated
Your income as a medicine wholesaler comes from:
- Selling to pharmacies and medical stores
- Fulfilling bulk orders for hospitals, clinics, and labs
- Supplying medicines to online pharmacy platforms or aggregators
- Selling high-margin generics or nutraceuticals under your own label
- Offering volume discounts and still maintaining net profit from manufacturer rebates
8.3 Ways to Improve Profitability
- Focus on fast-moving drugs like painkillers, antibiotics, and diabetes medications
- Stock high-margin generic brands in addition to low-margin branded ones
- Offer combo deals or kits to small pharmacies
- Join pharma B2B apps for bulk discounted offers
- Negotiate for early payment discounts or free promotional stock
8.4 Payment Cycles and Cash Flow
- Pharmacies often purchase on credit terms of 15–45 days
- You must maintain a healthy cash flow to continue purchasing inventory
- Set clear payment policies for buyers and track aging reports to reduce bad debts
8.5 Sample Monthly Revenue Snapshot
Activity |
Estimated Monthly Volume |
Gross Profit (Approx.) |
Branded medicine sales (₹5L) |
₹5,00,000 |
₹40,000 – ₹60,000 |
Generic product sales (₹2L) |
₹2,00,000 |
₹60,000 – ₹80,000 |
Nutraceuticals, OTC, kits (₹1L) |
₹1,00,000 |
₹30,000 – ₹50,000 |
Total Gross Profit |
₹8,00,000 |
₹1.3 – ₹1.9 Lakhs |
Note: Expenses like rent, staff, delivery, and shrinkage must be subtracted to calculate net profit.
9. Challenges in the Medicine Wholesale Business
While the medicine wholesale business offers strong growth and profit potential, it also comes with operational, financial, and regulatory hurdles. Understanding these challenges upfront can help you plan better and avoid costly mistakes as you scale your operations.
Below are the most common challenges faced by new and established wholesalers:
9.1 Inventory Expiry and Wastage
Problem:
Medicines have fixed expiry dates. Overstocking or slow-moving items can lead to unsold, expired stock—resulting in direct financial loss.
Solution:
- Use inventory software with batch-wise expiry tracking
- Focus on fast-moving and high-demand drugs initially
- Negotiate return policies with suppliers for unsold stock
9.2 Intense Market Competition
Problem:
Low entry barriers mean many wholesalers in the same region, leading to price wars and thin margins.
Solution:
- Differentiate with on-time delivery, reliable stock, and customer service
- Build relationships with nearby retail stores and hospitals
- Offer credit carefully to retain clients without risking cash flow
9.3 Compliance and Regulatory Risk
Problem:
Failure to maintain required documentation, storage conditions, or renewal timelines can result in license suspension.
Solution:
- Appoint a qualified pharmacist or competent person
- Maintain all sales/purchase records and invoices
- Ensure cold storage for temperature-sensitive drugs
- Stay updated on local FDA and CDSCO requirements
9.4 Credit Recovery and Cash Flow Issues
Problem:
Many retail clients request credit, but delayed payments can choke your working capital.
Solution:
- Set clear payment terms (15–30 days max)
- Track outstanding invoices using accounting software
- Offer small discounts for early payments
- Avoid extending large credit to new or risky clients
9.5 Technological Lag
Problem:
Manual inventory or billing slows down operations, leads to errors, and makes compliance harder.
Solution:
- Invest in a basic pharma billing & inventory system
- Train staff to handle digital orders and reports
- Integrate with B2B pharma apps to widen your customer base
9.6 Transportation and Last-Mile Delivery
Problem:
Delayed or damaged delivery reduces customer trust, especially for hospitals and urgent orders.
Solution:
- Hire reliable delivery personnel or third-party logistics
- Use temperature-controlled packaging where needed
- Offer same-day delivery options within a local area
Every business has risks, but with the right processes and systems in place, these challenges in medicine wholesale can be minimized—and even turned into opportunities for differentiation.
10. Compliance and Best Practices
Staying compliant with legal and operational standards is critical in the medicine wholesale business. Not only does it protect your license and reputation, but it also builds trust with suppliers, retailers, and regulatory bodies.
Below are the key compliance requirements and best practices you should follow:
10.1 Maintain an Active Drug License
- Keep your Wholesale Drug License (WDL) valid at all times
- Renew the license before expiry (typically every 5 years)
- Notify the authority if you change:
- Ownership
- Location
- Pharmacist/competent person
- Ownership
- Display your license prominently at your premises
10.2 Proper Record-Keeping
Maintain detailed and organized records for:
- Purchases and sales invoices
- Stock registers, with batch numbers and expiry dates
- Schedule H, H1, and X drug logs with prescriber and customer details
- Cold storage temperature logs (for insulin, vaccines, etc.)
10.3 Inventory and Storage Best Practices
- Ensure medicines are stored as per label instructions
- Segregate expired/damaged stock and dispose of as per guidelines
- Maintain:
- Clean, pest-free premises
- Sufficient ventilation and lighting
- Fire extinguishers and basic safety measures
- Clean, pest-free premises
- Refrigerate temperature-sensitive items and track temperature regularly
10.4 Employ a Qualified Professional
- Hire a registered pharmacist or a person with approved qualifications
- Their role includes supervising storage, billing, compliance, and audits
- Ensure they are present during working hours to meet regulatory criteria
10.5 Accurate Billing and Taxation
- Generate GST-compliant invoices for every transaction
- Use licensed pharma billing software to:
- Track sales
- Monitor receivables
- Print branded bills with drug details
- Track sales
- File monthly or quarterly GST returns to avoid penalties
10.6 Handling Returns and Recalls
- Be ready to process returns for expired, recalled, or damaged drugs
- Maintain a separate record of all returns and debit notes
- Cooperate with manufacturers during product recalls or batch withdrawals
10.7 Staff Training and SOPs
- Train all employees on:
- Storage and hygiene standards
- Customer handling
- Inventory software
- Cold chain protocols (if applicable)
- Storage and hygiene standards
- Create basic Standard Operating Procedures (SOPs) for day-to-day operations
11. Trends and Opportunities in 2025
As the Indian pharmaceutical sector evolves, the medicine wholesale market is entering a phase of digital expansion, regulatory maturity, and demand diversification. Wholesalers who adapt to these trends will not only survive but thrive in a competitive environment.
Here are the top trends and opportunities shaping medicine wholesale in 2025:
11.1 Rise of Online B2B Pharma Platforms
Digital B2B networks are transforming how medicines are sourced and distributed.
What’s happening:
- Platforms like Retailio, Pharmarack, Tata 1mg B2B, and Marg ERP are connecting wholesalers to 10,000+ pharmacies
- Instant stock search, digital invoicing, and payment automation
- Expansion into Tier 2 and Tier 3 markets via app-based order management
Opportunity: Wholesalers can expand reach without heavy logistics investment and scale faster using these platforms.
11.2 Expansion into Rural and Semi-Urban Markets
Urban markets are saturated, but rural India presents a massive underserved population with growing medicine demand.
Opportunity:
- Tie up with local clinics, mobile health units, and regional government schemes
- Offer fast-moving generics and OTC medicines at bulk pricing
- Build delivery routes in high-demand villages and satellite towns
11.3 Demand for High-Margin Generics and Nutraceuticals
Consumers and pharmacies are shifting to cost-effective generics and wellness supplements.
What to sell:
- Chronic care (BP, diabetes, arthritis) generics
- Vitamin tablets, protein powders, immune boosters
- Generic cosmetic and skin care products
Opportunity: Diversify your inventory to include private-label generics and earn 3–5X margins over branded drugs.
11.4 Cold Chain & Vaccine Supply Expansion
Post-pandemic healthcare awareness has pushed growth in:
- Vaccine storage and distribution
- Insulin and biologic therapy management
- Eye drops, serums, and hormonal injectables
Opportunity: Invest in cold chain storage and serve hospitals, diagnostic chains, and public immunization programs.
11.5 Integrated Tech & Compliance Systems
As regulations tighten, wholesalers must become audit-ready.
Trending tools:
- ERP-based inventory control
- e-Invoicing and eWay billing
- Drug traceability systems (as per CDSCO and NPPA directives)
Opportunity: Upgrade operations with tech-enabled transparency, which also opens doors to working with hospitals and e-commerce platforms.
11.6 Export and Institutional Supply Expansion
Indian-made medicines are in demand globally. Wholesalers with the right licenses can:
- Export OTC and generic drugs to Africa, SE Asia, and Gulf countries
- Supply to NGOs, public health tenders, or government procurement agencies
Opportunity: Explore export registration, WHO-GMP-certified stock, and logistics tie-ups for international orders.
By aligning with these trends, modern wholesalers can go beyond survival and become strategic players in the pharmaceutical supply chain.
12. Conclusion
The medicine wholesale business in India offers an exceptional opportunity for entrepreneurs who are ready to operate within a regulated framework and serve a growing healthcare market. From supplying life-saving drugs to retail stores and hospitals, to exploring online distribution and high-margin generics—wholesalers form the backbone of India’s pharmaceutical ecosystem.
Starting a wholesale venture may seem complex at first, with licensing, infrastructure, and supplier relationships to manage. But with the right planning, tools, and compliance systems in place, it can quickly become a scalable and profitable business.
To summarize:
- Choose a wholesale model that fits your investment and goals
- Secure the required drug license and set up compliant infrastructure
- Partner with reliable suppliers and use software for tracking and billing
- Focus on fast-moving medicines, high-margin generics, and consistent service
- Stay updated on regulatory norms, digital platforms, and emerging opportunities in rural and export markets
Whether you’re entering the business or looking to grow an existing operation, now is the right time to invest in the medicine wholesale industry—and build a future-proof, customer-driven enterprise.