Muscat – Avicen Pharmacy won Oman’s Most Trusted Brand Award 2025 in pharmacuticals category. In this interview, Nissar Edathum Chalil, Managing Director of Avicen, discusses the key factors and strengths that have enabled the company to build and sustain customer trust in Oman’s pharmaceutical retail sector. He speaks about Avicen’s strict quality assurance standards, professional pharmacy services and customer-centric approach, while also reflecting on the changing landscape of pharmacy retail in Oman, the rising demand for wellness and preventive healthcare products, and the company’s plans for expansion.

Avicen Pharmacy has been recognised as Oman’s Most Trusted Brand in the pharmaceuticals category. From your leadership perspective, what are the key factors that have enabled Avicen to earn and sustain customer trust in Oman?

Being recognised as Oman’s Most Trusted Brand is not just an award for us – it is a responsibility we carry every single day. At Avicen Pharmacy, customer trust has been built on three core pillars: quality, care, and consistency.

First, we are uncompromising when it comes to the quality and authenticity of our products. In the pharmaceutical sector, trust begins with safety. We ensure that every medicine and wellness product meets strict regulatory standards and is sourced from reliable, certified suppliers.

Second, our people make the difference. Our licensed pharmacists and trained staff provide professional guidance with empathy and integrity. We believe healthcare is not just about transactions – it’s about relationships. Customers trust us because they know we genuinely care about their well-being.

Third, consistency across all touchpoints – whether in-store or through our digital platform – has strengthened our credibility. From transparent pricing to reliable service and continuous innovation, we strive to deliver the same dependable experience every time.

Ultimately, trust is not built overnight. It is earned through years of commitment, community engagement, and staying true to our promise: The Trust Never Ends.

Trust is particularly critical in healthcare and pharmaceutical retail. How does Avicen differentiate itself in building credibility and reliability among customers?

Trust is the foundation of healthcare, and at Avicen Pharmacy, we understand that credibility is earned through actions, not words. We differentiate ourselves by maintaining strict quality assurance standards, ensuring that every product we offer is authentic, properly stored, and sourced from approved and reputable suppliers. Patient safety is never compromised.

Secondly, our strength lies in our professional expertise. Our licensed pharmacists are trained not only to dispense medication but to provide responsible guidance, clear counselling, and ethical recommendations. We focus on long-term patient wellbeing rather than short-term sales.

We also prioritise transparency and accessibility. From clear pricing to open communication, customers know exactly what they are receiving. Our seamless integration of physical stores with our digital platform further enhances reliability, making healthcare more convenient while maintaining the same level of professional care.

Finally, our continuous investment in innovation, staff training, and customer experience ensures that we remain consistent and dependable – because in healthcare, reliability is everything. At Avicen, credibility is built daily through integrity, expertise, and genuine care for the community we serve.

Product authenticity and safety are vital in the pharmaceutical sector. Could you elaborate on Avicen’s sourcing, quality assurance, and compliance standards?

At Avicen Pharmacy, product authenticity and patient safety are non-negotiable. In the pharmaceutical sector, trust begins with knowing that every product is genuine, properly handled, and fully compliant with regulatory standards.

Our sourcing strategy is built on partnerships with authorised distributors and internationally accredited manufacturers. We only work with suppliers who meet strict regulatory and quality benchmarks, ensuring full traceability across the supply chain. This allows us to verify product origin, batch details, and expiry information with complete transparency.

On the quality assurance front, we follow rigorous internal control processes. This includes controlled storage environments aligned with Good Storage and Distribution Practices (GDP), temperature monitoring systems, routine stock inspections, and strict expiry management protocols. These measures ensure that products maintain their integrity from warehouse to shelf.

Compliance is another critical pillar. We operate in full alignment with the regulations set by the Ministry of Health in Oman and adhere to all pharmaceutical retail governance standards. Our pharmacists are licensed professionals who follow ethical dispensing guidelines and patient safety protocols at all times.

By combining responsible sourcing, stringent quality control, and regulatory compliance, we ensure that every product customers receive from Avicen meets the highest standards of safety and reliability. Because in healthcare, quality is not an option – it is our obligation.

How would you describe the evolution of pharmacy retail in Oman over the past decade? Are Omani consumers becoming more proactive in managing their health and wellness, and how is this influencing pharmacy product demand?

Over the past decade, pharmacy retail in Oman has undergone a significant transformation, shifting from a traditional model focused largely on dispensing medications to a more holistic, customer-centric healthcare experience.

Today’s pharmacies are no longer just places to fill prescriptions – they have become wellness destinations that support preventive care, health education, and lifestyle management. This evolution has been shaped by broader trends in the healthcare system, greater public awareness, and advances in technology that make health information and services more accessible.

Omani consumers are indeed becoming more proactive about their health and wellness. People are increasingly seeking advice on preventive care, nutrition, vitamins and supplements, and chronic disease management. There’s a noticeable rise in demand for wellness products, including nutritional supplements, personal care solutions, and self-care monitoring tools like glucose and blood pressure devices.

This shift in consumer behaviour has influenced pharmacy product demand significantly. Patients are looking beyond traditional medications toward value-added health solutions – from dermatologist-recommended skincare to pharmacist-guided supplements and health screening services. Pharmacies that respond to these needs by offering trusted products, professional guidance, and integrated care services are the ones gaining customer loyalty.

Pharmacy retail is becoming increasingly service-driven. How is Avicen enhancing customer experience across its outlets? What role does pharmacist training and professional development play in maintaining service standards?

Pharmacy retail today is no longer product-focused – it is service-driven and experience-led. At Avicen Pharmacy, enhancing customer experience is a strategic priority across all our outlets. We focus on creating a welcoming, well-organised, and professionally managed environment where customers feel comfortable seeking advice. From efficient prescription handling and minimal waiting times to clear product displays and personalised recommendations, every touchpoint is designed to deliver convenience and confidence. We also integrate digital solutions to ensure a seamless experience between our physical stores and online platform, giving customers flexibility in how they access our services.

However, the true differentiator is our people. Pharmacist training and professional development are central to maintaining our service standards. We invest consistently in clinical training, product knowledge enhancement, regulatory compliance updates, and soft skills development. Our pharmacists are trained not only to dispense medications accurately but to provide responsible counselling, preventive health advice, and empathetic support.

Continuous professional development ensures that our team stays aligned with the latest healthcare guidelines and emerging wellness trends. This enables us to deliver evidence-based recommendations while maintaining the highest ethical standards.

Avicen has built a strong presence across Oman. Could you share insights into your current pharmacy network and its strategic importance? Are there plans to expand Avicen’s footprint into emerging residential areas or underserved regions?

At Avicen Pharmacy, our network across Oman reflects our commitment to accessible, quality healthcare for all communities. Over the years, we have strategically expanded our presence in key urban and suburban areas to ensure that customers can easily reach professional pharmacy services when they need them most. Each outlet is purposefully located near residential neighborhoods, healthcare facilities, and high-traffic community hubs to maximise convenience and serve diverse customer needs.

Our network’s strategic importance lies in its ability to combine reach with consistency – ensuring that regardless of which Avicen store a customer visits, they receive the same standard of professional care, trusted products, and personalised service.

Looking ahead, we are actively exploring further expansion opportunities. Our plans include extending our footprint into emerging residential areas and underserved regions where access to pharmacy services could be limited. We believe every community, whether in a newly developed suburb or a remote locality, deserves reliable access to medicines, health guidance, and wellness support. Expansion is being guided by careful market analysis, community health needs assessments, and partnerships that enable sustainable growth.

As competition grows within the pharmaceutical retail sector, what will be Avicen’s key strategic priorities to sustain growth and remain Oman’s most trusted pharmacy brand?

As competition intensifies within the pharmaceutical retail sector, our strategy at Avicen Pharmacy remains clear: protect trust, drive innovation, and deliver consistent excellence.

Our first priority is to strengthen our core pillars – product authenticity, regulatory compliance, and professional pharmacy services. No matter how competitive the market becomes, maintaining the highest standards of safety, ethics, and transparency will always be our foundation.

Second, we will continue investing in customer-centric innovation. This includes enhancing our digital ecosystem, improving omnichannel convenience, and leveraging technology to personalise customer experiences. Modern consumers expect seamless service across physical and digital platforms, and we are committed to staying ahead of those expectations.

Third, we will deepen our focus on preventive healthcare and wellness solutions. As Omani consumers become more health-conscious, we aim to expand our range of wellness products, health monitoring services, and pharmacist-led advisory support – positioning Avicen not just as a pharmacy, but as a long-term healthcare partner.

Talent development is another key pillar. Continuous professional training ensures our pharmacists and staff deliver expert guidance with empathy and integrity, reinforcing the trust we have built over the years.

Finally, strategic expansion into high-growth and underserved areas will allow us to increase accessibility while maintaining operational excellence. In a competitive landscape, brands may compete on price or promotions – but we compete on trust. And sustaining that trust through quality, innovation, and community commitment will remain our greatest strategic priority.