1949–1982: Pharmaceutical Beginnings

The history of TGP began with Pacific Insular Co., which was founded in 1949 as an importer and wholesaler of German pharmaceutical products. In 1959, the Liuson family acquired the company.3

During this period, the business operated primarily within the pharmaceutical importation and wholesale sectors rather than as a consumer-facing retail chain.

1983: Shift Toward Generic Medicines

A pivotal moment occurred in 1983 when Benjamin Liuson identified the need for medicines that ordinary Filipinos could afford. The company shifted its emphasis toward generic medicines, initially distributing them through its existing wholesale operations.

This strategy was premised on the belief that medicines could maintain high quality and therapeutic value while being sold at significantly lower prices than branded alternatives.2

The broader Philippine healthcare landscape also became increasingly supportive of generic drugs, particularly following the enactment of the Generics Act of 1988 (Republic Act No. 6675).

2001: Entry into Retail

TGP transitioned from wholesale pharmaceuticals to direct retail in 2001 by opening its first pharmacy outlet. According to corporate history, the initial retail operation consisted of a single store in Quezon City.3

Demand quickly indicated a substantial market for conveniently located, low-cost pharmacies. Customers from outside Quezon City reportedly traveled significant distances to purchase the company’s medicines, motivating further retail expansion.3

2007: Franchising as Growth Engine

The most significant phase in TGP’s development began in 2007 with the introduction of its franchise model.

Instead of opening every pharmacy directly, TGP enabled independent entrepreneurs to operate stores under the TGP brand and business system. The company opened its first franchise outlet in Pasay City and expanded by approximately 20 outlets in Metro Manila during the program’s first year.13

This model allowed TGP to expand rapidly and reach communities that might have been difficult for a centrally managed chain to serve effectively.

TGP’s franchise strategy resulted in rapid growth. By 2012, the company reported reaching approximately 1,400 outlets, establishing itself as one of the largest drugstore networks in the country.3

By 2016, TGP had reached 1,912 stores, according to the annual report of Robinsons Retail Holdings, Inc.2

The network subsequently surpassed the 2,000-store mark. Robinsons Retail reported 2,001 stores in 2019, while TGP’s current corporate website describes the network as having more than 2,100 outlets.12

As individual franchise outlets open, close, or change status, the exact number of operating branches fluctuates; consequently, the company’s current branch directory serves as the most accurate source for live counts.3

Another significant milestone occurred in 2016 when Robinsons Retail Holdings, Inc. acquired a 51% interest in TGP. At the time, the Liuson family retained the remaining stake, and Benjamin Liuson remained involved with the company.2

This transaction integrated TGP into the wider Robinsons Retail ecosystem, strengthening its access to retail expertise, resources, and corporate infrastructure. TGP subsequently became one of Robinsons Retail’s major drugstore businesses alongside its other pharmacy operations.

TGP is distinguished by its combination of pharmacy retailing and franchising. The basic model operates as follows:

Pharmaceutical supply → TGP brand and operating system → franchise entrepreneurs → neighborhood pharmacies → consumers

The franchisor provides the brand, product assortment, systems, and support, while franchisees operate individual stores within their respective communities. This approach allowed TGP to grow from a single retail outlet into a nationwide network without relying exclusively on corporate-owned stores. Robinsons Retail has described franchising as a central factor in TGP’s rapid expansion.2

While TGP focuses primarily on generic pharmaceutical products, its assortment extends beyond medicines. Stores typically carry:

• Generic prescription medicines
• Over-the-counter medicines
• Branded generic medicines
• TGP/private-label products
• Vitamins and healthcare products
• Personal-care products
• Selected medical and wellness products
• Other pharmacy-related consumer goods

The company’s value proposition is built around three principles: quality products, competitive prices, and convenient locations.3

TGP also emphasizes the role of its pharmacies as community healthcare points rather than merely retail shops. Historical corporate materials describe services such as patient counseling and basic health-related services available at selected outlets.2

The concept of generic medicine is central to TGP’s identity. A generic medicine generally contains the same active pharmaceutical ingredient as its corresponding reference or branded medicine and is intended to provide the same therapeutic effect, subject to applicable regulatory standards.

TGP’s business proposition is not simply “cheap medicine”; rather, it posits that quality medicines can be made more financially accessible by emphasizing generic alternatives and efficient retail distribution. This distinction was crucial to the brand’s growth, as generic medicines historically faced consumer concerns regarding quality and effectiveness. TGP’s expansion helped normalize generic pharmacies as a familiar component of everyday Philippine healthcare.

TGP has historically positioned itself around affordability and accessibility. Its current mission is:

“A Filipino Deserves Nothing Less for Less Cost”

The company states that its goal is to provide safe, quality, and cost-effective generic medicines and healthcare products while contributing to the growth of its franchisees, employees, and business partners.3

Its stated vision is:

“Because We Care, You Matter”

This vision emphasizes accessible healthcare and positions TGP as a partner to Filipinos in achieving healthier and more productive lives.3

The company has undergone notable evolution in its branding. Originally, the full name “The Generics Pharmacy” was used prominently. In 2017, the brand refreshed its identity, moving toward the shorter “TGP” name and logo. Robinsons Retail described this as an effort to create a simpler and more recognizable brand identity.2

The company subsequently launched the campaign:

“TGPagpagaling ng Pilipinas”

This phrase is a play on tagapagpagaling ng Pilipinas, conveying the idea of being a healing or healthcare provider for the Philippines.2

While TGP’s core market is broad, its positioning resonates particularly with price-conscious Filipino consumers. The brand has historically emphasized serving:

• Low- and middle-income households
• Families seeking affordable medicines
• Patients requiring recurring prescription medicines
• Consumers looking for lower-cost generic alternatives
• Communities where large pharmacy chains may have limited presence
• Entrepreneurs interested in operating a pharmacy franchise

Robinsons Retail has specifically described TGP as focusing on making healthcare accessible to Filipinos across economic backgrounds, with particular attention to lower-income communities.2

TGP’s competitive position stems from several converging factors:

1. Large Physical Network: Its extensive branch network provides strong neighborhood presence. TGP’s website currently lists more than 2,100 outlets nationwide.3
2. Price-Oriented Positioning: Affordable generic medicines are central to the brand, providing a clear value proposition.
3. Franchise Model: Franchising enabled the company to achieve national scale relatively quickly while integrating local entrepreneurs into the business.
4. Brand Recognition: Decades in the Philippine pharmaceutical market and thousands of outlets have generated substantial consumer recognition.
5. Robinsons Retail Connection: The relationship with Robinsons Retail provides access to the resources and experience of one of the Philippines’ major retail groups.2

TGP is significant not only as a retail company but also as an example of how generic medicines and franchising can expand access to healthcare products. Its growth coincided with increasing acceptance of generic medicines in the Philippines. Rather than concentrating exclusively on major commercial districts, TGP’s franchise network allowed pharmacies to establish themselves in residential neighborhoods and smaller communities, making generic medicine a more visible and convenient option for consumers.

Franchising remains a major component of TGP’s business strategy. The company actively markets franchise opportunities and describes itself as one of the leading pharmacy franchises in the Philippines.3

For entrepreneurs, the appeal is based on several factors:

• An established national brand
• An existing pharmacy business model
• Access to a generic-medicine product portfolio
• Franchise support
• A large and recurring healthcare market
• A business positioned around essential consumer needs

TGP’s franchise materials also emphasize its long history in generic pharmacy retail and its relationship with Robinsons Retail.3

TGP presents itself as more than a conventional retailer, with corporate messaging emphasizing inclusive healthcare, entrepreneurship, and community development. The company’s model creates interconnected effects:

Affordable medicines → greater consumer access → community pharmacies → franchise opportunities → local employment and entrepreneurship

Robinsons Retail has characterized this as part of TGP’s broader social-enterprise role, particularly through healthcare accessibility and opportunities for Filipino entrepreneurs.2

Sources for the historical timeline include TGP’s corporate history and Robinsons Retail annual reports.13

TGP lists its main office at Km. 14 Edison St. corner Cul de Sac, West Service Road, Sun Valley, Parañaque City, Philippines.3

Its official store directory provides locations and operating information for individual branches throughout the Philippines.3

1. About Us | The Generics Pharmacy
2. TGP THE GENERICS PHARMACY
3. The Generics Pharmacy