This research paper is about knowing the consumer buying behaviour towards Non-patented medicines in Jaipur, City of Rajasthan. This study is based on questionnaire, distributed in Jaipur City of Rajasthan to get the knowledge and perception of consumers about generic drug consumption i.e. quality, efficacy, safety and availability etc. In year 2021, 89% of the Physicians prescriptions in the United States filled with the non-patented medicines. The belief held by customers regarding the efficacy of generic medications is a gray area. Nevertheless, the fact that non-patented and branded medications share the same chemical composition. Regional and socioeconomic awareness of this issue is aided by the market availability of high-quality generic medications. Individuals from diverse communities would benefit from the government's effort to reduce out-of-pocket costs associated with expensive medications by establishing Pradhan Mantri Janaushadhi Kendras (PMJAK) around the nation to promote generic medications. The goal is to guarantee that customers, who frequently overlook the potentially harmful effects on their health due to the high price of branded medications, have access to an adequate healthcare system. With 20% of the world's supply by volume and over 50% of the demand for different vaccinations, India is the world's top provider of non-patented mediciness. It supplies 25% of all medicine in the United Kingdom and 40% of the demand for generics in the United States. A new policy on generic medications has been implemented by the Indian government. On June 1, 2019, the 56th meeting of the Drugs Consultative Committee was held in Delhi. As per recent amendment in Drug and cosmetic Act 1945, Private and Government medical practitioners will now write prescription by generic name to the patients. Government aim is to reduce out-of-pocket expenditure on medicines. There is still a widespread belief among physicians that generic medications are of worse quality than branded ones. Due to lower profit margins, pharmacists choose not to stock generic versions of medications in their retail stores. It was mandated by the Indian government that all pharmacies carry non-patented medicines under the inexpensive drive initiative. Thus, the goal of the current study is to ascertain Indian consumers' perceptions and levels of knowledge regarding the use of non-patented medicines.