“H2H Marketing: The Genesis of Human-to-Human Marketing” is a book, the idea of which has its origin in India, in Bangalore. In fact, this marketing model was called the Bangalore Model as it was developed on the Christ University campus, Bangalore. Philip Kotler says that this model has a human-centred mindset, which should lead to human-centred marketing. This syncs so well with the patient-centric approach in pharma marketing, which will be the future of pharma marketing even in India.