Cold comfort

Dec 1 2008 By Emma McKinney

Sick of paying through the nose for medication to cure a cold? Birmingham Mail Consumer Editor Emma McKinney speaks to a Midland pharmacist who is helping to save shoppers much-needed cash.

AT A time when many businesses are buckling under the recession, being forced to close their doors or lay off staff, one Midland firm claims it is well and truly booming.

And proprietor Mitesh Soma says his chemist’s success has nothing to do with fancy gimmicks or clever business strategies.

Instead, it’s all down to what really matters – money and saving people as much of it as possible.

Launched a year ago, www.chemistdirect.co.uk is an online pharmacy that Mitesh claims is giving High Street giants a run for their money.

“Basically we sell products that you would find in supermarkets and other High Street chemists but for prices up to 90 per cent less,” says Mitesh, aged 32.

Mitesh came up with the idea for his company after discovering what he says are “shocking mark-ups” on medications and other items sold by