Familiar, But to Whom? Safi’s Legacy Problem in India’s OTC Market

Brand familiarity in healthcare is often treated as a sign of strength. At times, it can simply reflect longevity, a product remembered because it has been present for decades. Safi sits somewhere in between.

The Unani formulation, positioned as a herbal blood purifier and often associated with skin-related concerns, has circulated in Indian households for years with limited marketing push. Its use has historically depended on practitioner advice, retail familiarity, and word of mouth within families. In many cases, consumers did not actively discover Safi as much as encounter it through existing household routines.