Nitya Aushadhi is India's therapy adherence initiative by Micro Labs — a nationwide movement that turns hypertension awareness into a daily, measurable habit.
Free · Under a minute · Instant SMS & WhatsApp acknowledgement
Studies suggest that nearly 30–50% of patients with hypertension do not take medicines as prescribed — quietly undoing years of clinical progress after they leave the clinic.
Non-adherence is silent. There is no symptom, no alert and no reading that flags it until control is already lost.
Ahead of dosage, drug choice and diet. The therapy usually works — the routine around it is what breaks.
World Hypertension Day drives attention for a day. Adherence needs a commitment the patient returns to daily.
World Hypertension Day — May 17, Controlling Hypertension Together — has traditionally focused on awareness. Micro Labs took the next step in patient care.
World Hypertension Day has traditionally focused on awareness. Micro Labs took the next step in patient care by enabling sustained behavioural change through a digital medium.
A large-scale “digital adherence movement” aimed at encouraging patients to take a digital pledge towards regular medication adherence.
The pledge journey is fully digital — no login, no app download, no paperwork.
Nitya signifies continuity, consistency and everyday commitment. Aushadhi represents therapy and medication.
“Medicines work best when taken regularly.”
A simple but powerful messageAn overwhelming response to the medication adherence pledge drive — 43,000 patients and 2,400 doctors, delivered entirely through digital channels.
The Micro Labs team receiving the Asia Book of Records certificate for the Nitya Aushadhi pledge drive.
The same three-part journey, repeated at national scale across clinics.
Patients took the Medication Adherence Pledge
Doctors actively participated and supported the initiative
Micro Labs Limited, India, set a record for ‘Maximum Patients Taking a Pledge for Medication Adherence on World Hypertension Day’.
Asia Book of Records certificate, dated 26 May 2026, Mumbai, India.
“A total of 42,875 patients took a pledge to adhere to the prescribed course of medication between May 11 and May 16, 2026.”
From the certificateThe awareness drive encouraged patients to adopt responsible healthcare practices, improve treatment compliance, and understand the long-term benefits of maintaining regular medication routines — as confirmed on May 25, 2026.
Covered by India's foremost digital healthcare news platforms and carried to the clinical community at scale.
Distributed through the Medical Dialogues digital newsletter and website, alongside coverage across leading healthcare news platforms.
Add your name to India's medication adherence movement. Your pledge takes under a minute, and you'll receive an instant acknowledgement along with your personalised Digital Adherence Badge.
SMS and WhatsApp acknowledgement, immediately after you pledge.
Four fields. No login, no app download, no paperwork.
A personalised badge to keep, share and return to as a daily reminder.
I pledge to take my prescribed medicines regularly and on time.
The pledge activity was just the beginning…
