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For ages, cancer had been considered to be a serious cause of human morbidity worldwide. There had been relentless efforts all around to see as to how one could combat the disease. The pharma sector, in particular, took centre stage in this attempt by coming up with some or other medication every now and then. With attempts like these, the market for drugs meant to counter cancer-related human morbidity had experienced considerable growth over decades. Along with product innovations and therapeutic solutions, another development largely taken forward by the pharma giants was a competitive pricing strategy to ensure an expanded horizon. The Indian pharma giant Cipla had been the leading player in such efforts with its demonstrated efficacy in doing so in case of AIDS drugs in the 20th century. In 2012, the company set yet another precedent by drastically cutting the price for certain generic drugs for treating cancer. While the company's move was lauded in some corners especially the international healthcare aid agencies, some arch rivals alleged that Cipla had violated certain patent rules in doing so. In the midst of all such tug-of-wars, it remained to be seen whether Cipla could ultimately subdue the market horizon through its competitive pricing strategy or would be held back by the challenges thrown from the rivals' end.