The Indian pharma industry has suffered badly due to the dropdown in the value of rupee. According to the latest data released by market research firm AIOCD AWACS, the domestic pharma market grew by mere 1.1% for the month of August, which is a record low for the industry. The last low growth experienced in the market was recorded in November 2012 at 4.3%. One of the major reasons for the slowdown seems to be the de-stocking done by the trade and companies due to the uncertainty surrounding the implementation of the new drug pricing control order (DPCO).