Rebranding of Customer Trust & Adoption in Digital Pharmacies: Marketing Interfaces in Maharashtra's Healthcare Ecosystem

Digital pharmacies have emerged as a critical component of contemporary healthcare delivery, particularly in emerging economies where access, affordability, and efficiency remain uneven. In India, the rapid growth of online pharmacies has been driven by expanding digital infrastructure, policy-led digital health initiatives, and changing consumer expectations. However, adoption remains uneven across regions, with trust and regulatory uncertainty acting as major constraints. Through this paper researcher aims to understand & reconceptualizes online pharmacy adoption in Maharashtra through a trust-centric lens, focusing on the interface between digital marketing practices and consumer acceptance. Drawing on a structured review of global, national, and state-level literature, the study integrates the Technology Acceptance Model (TAM), Unified Theory of Acceptance and Use of Technology (UTAUT), Diffusion of Innovation (DOI), and the 7Ps of services marketing to develop a synthesized conceptual framework. The findings indicate that while price incentives and convenience initiate trial usage, sustained adoption depends on perceived legitimacy, prescription compliance, and data security. The paper contributes by offering a region-specific, theory-driven understanding of e-pharmacy adoption and outlines strategic implications for managers, policymakers, and researchers.